Raising Money in a Downturn

Neil HartleyStartup Management and CapitalisationLeave a Comment

gold coin rolling down hill

Do you need to raise money for your tech business? Note the emphasis on ‘need’. Note also that our target market is emerging B2B tech companies thinking big, who are likely pre-Series-A and the commentary here reflects that. Despite the US bounce back in May (adding 2.5M jobs), I think it’s beyond doubt that we’re in a downturn, if not … Read More

Your Target Market – 2 Months into the Covid-19 Lockdown

Neil HartleyStartup Management and CapitalisationLeave a Comment

covid-19 and marketing

In our last post (March 31st) we looked at how emerging high tech B2B companies should adjust their marketing in light of the Covid-19 lockdown. That seems like a long time ago. 6 weeks on and the challenges facing businesses seem a lot more existential. Not necessarily your business (small high tech B2B) but across the board. Your entrepreneurial spirit … Read More

Covid-19 – Should You Change Your Marketing?

Neil HartleyB2B Inbound MarketingLeave a Comment

covid-19 and marketing

Every emerging B2B tech company will no doubt be working hard to fully understand the impact of the coronavirus pandemic and the resultant lockdowns. Aside from the potential personal health risks, what does coronavirus really mean for your business? There are probably three broad categories you could fall into: is it an existential threat? Were you engaged in a business … Read More

The Science of Persuasion – How to Use Scarcity

Neil HartleyB2B Inbound MarketingLeave a Comment

science of persuasion - scarcity

We’ve previously covered The Science of Persuasion by Robert Cialdini and specifically discussed how 2 of his 6 principles of persuasion (Consensus and Consistency) can be applied by our target market – emerging B2B tech companies thinking BIG. This post looks in more detail at how we might apply the principle of Scarcity – particularly from the point of view … Read More

Let’s Clarify Inbound/Outbound Marketing

Neil HartleyB2B Inbound MarketingLeave a Comment

inbound marketing

We’ve recently seen several, varying definitions for inbound/outbound marketing which, given our assertion that outbound marketing doesn’t work for our target market (emerging B2B tech companies), suggests some clarification is required – at least of what we mean by inbound marketing and outbound marketing. For us, outbound marketing means cold-calling or e-mailing cold contacts from a list you’ve acquired (you … Read More

The B2B Content Marketing Marathon

Neil HartleyB2B Inbound MarketingLeave a Comment

b2b marketing - how to run a marathon

If lead generation is a challenge for your B2B tech business then you have a number of options open to you across the broad spectrum of outbound and inbound marketing. For our target market where outbound doesn’t really work, then inbound marketing is the best option with paid ads and organic search the two main categories to consider. Paid ads … Read More

Is There a Budget for This?

Neil HartleySalesLeave a Comment

Is there a budget for this?

Most B2B technology companies who are closer to start-up than mainstream maturity will likely have a product/solution that is innovative in some way with the aim of disrupting their target market. If it isn’t innovative/disruptive then why bother? What that then means is that it is highly unlikely that a budget will exist within companies you’re targeting. By ‘budget’ I … Read More

Where Does Your Audience Live?

Neil HartleyLead GenerationLeave a Comment

Where Does Your Audience Live

We recently wrote a post about using paid ads to generate B2B leads en lieu of a longer term lead generation strategy based on content marketing. We coined the phrase (or at least borrowed it from agile development) of a marketing sprint as a short term, rapid way of lead generation versus the marathon that is content marketing. It’s worth … Read More

7 Common Mistakes Made by B2B Tech Companies (Part 2)

Neil HartleyLead GenerationLeave a Comment

7 common b2b digital mistakes

This post continues the thread started in our last post – 7 common mistakes by B2B tech companies [in our target market]. The first part covered the first two mistakes – around hiring your first sales person. This part covers the other 5 and is much more marketed related. So let’s get on with mistake #3: 3) Not taking Marketing … Read More

7 Common Mistakes Made by B2B Tech Companies (Part 1)

Neil HartleySalesLeave a Comment

7 common b2b digital mistakes

When dealing with prospects and clients in our target market (B2B tech companies thinking big) we see a number of very common ‘sales & marketing’ mistakes. Having climbed to the base camp of ‘some level of repeatable sales’, usually off the back of the solo efforts of the [often technical] founder, either a fundamental lack of knowledge of sales & … Read More