Go-to-market strategies for new technologies and categories address different audiences and change over time. Customer motivation, market maturity and knowledge level determine whether we talk
This article is co-written by my co-worker and friend Harry Hulme and myself. We are sharing our learnings from building the RE’LEASE cadence at our
Many founders and marketers believe that their products are better. Every week I hear stuff like “we have the better product”. No, you don’t. There
A few years ago, we at RE’FLEKT shaped our vision to build a kind of operating system for enterprise AR. Not an OS for hardware, but
Hyper-growth companies like Miro, Slack, and Figma seem to have found a recipe that gives them tremendous growth. And that without a sales army, long
Our product is better than X. Our USP is Y. Our competitors do Z. Let’s set the stage: Better is not decisive. USP does not
This article is co-written by Viktor Sinzig (Director Customer Success & Program Management at OSARO, former VP CS at REFLEKT) and Dirk Schart (Chief Marketing
Do you always stay in one lane when driving on the highway (freeway for us Californians) or do you use two or even three lanes?
On the road to transforming startups and products into businesses, there are a number of roadblocks. One of them regularly leads to failure or at
Brand marketing encompasses a variety of different strategies and activities. Startup founders and teams are often overwhelmed and don’t know where to begin. I know
This article is an excerpt from the Product Experience Marketing page and describes the 5 Stars of the Brand & Growth Framework. Here you can
In this article, we talk about Superhuman. Superhuman is a US-based startup that built an email client—in their own words “the fastest email experience ever
Today, we have a look at Andreessen Horowitz’s (A16Z) media strategy. Yes, we learn from an investor how to build a media and PR strategy
In startups, we regularly talk about the importance of alignment between sales and marketing. But what about product and marketing? That is usually taken for
Every day, writers and reporters create tons of content. Only a fraction of it has a real impact. Often it is because the content does
This presentation and video are from my talk at 2020 G2 Reach conference in San Francisco. It shows how startups can use their brand as
I’ve seen a lot of startups developing products with emerging technologies struggling with tech adoption and user activation. A pattern of questions always comes up:
Whether in B2B or in B2C–we always want to understand better how our buyers and users make their decisions. One of my main observations during
What I learned in startup marketing is that many startups spend a lot of their time on lead generation and funnel building before they understand
New technologies often follow a common course, starting with initial hype followed by a longer phase of sideways movement, then finally a breakthrough. We see
