Marketing Your B2B Tech Company from Startup to Exit

Posted by Michele Nichols on Tue, Jul 12, 2016

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Whether you’re launching your first product or expanding internationally, a strong marketing plan is essential. Ensuring continued growth requires new perspectives and new strategies in many areas of the business. We’ve created a guide with sales and marketing best practices for five different stages of growth. Here are some highlights:

 

1. Startup

Naming and branding are key considerations during this stage. Choose a name that you won’t outgrow, and avoid name and design trends. You want a brand that reflects who you are, yet can be adapted as your company inevitably evolves.

Customer and market research are also crucial to a successful startup. Create customer personas to determine your ideal buyer, and work your network for sales opportunities. Investigate potential competitors and their technology, and identify applications and markets where you can win.

Learn more about the Launch Positioning Process.

 

2. Launch

Studying your initial customers can help you discover opportunities in new markets before you officially launch. What questions do customers ask? How do they describe your company? How do they use your product? Once you answer these questions, you can begin to develop your marketing presence in a way that highlights your unique value proposition.

Get our Roadmap Template for organized product launch planning.

 

3. Expansion

As you continue to expand into new markets, pay attention to branding. You might be selling to a customer with a different title, background, decision-making criteria, or usage requirements, and you want to present them with relevant content. Consider building an inbound marketing strategy that addresses your various customer personas and attracts the right leads at the right time.

 

4. Globalization

Companies expanding into international markets should consider globalizing their content, particularly the company website. Achieving a balance between centralized and region-specific information is key.

At this stage, many companies have also begun selling custom solutions. Because solution selling often has a longer, more complex sales cycle, you might need to adjust the sales process and expectations for your salespeople. This is also an opportunity to take a fresh look at your target customer, as well as your brand.

 

5. Exit

When it comes time to sell your business, both internal communication and external communication are critical. Remember to include your employees, investors, and customers in your communication plan. Maintaining these important relationships improves the company’s chance of success during this time of major change.

 

Download the guide, Lifecycle of a Tech Company, for more considerations and tips.

Download Tradeshow Planner Tip Sheet

Topics: Business Insights, Marketing Strategy, Change and Innovation, Product Launch