agenda
-
Luck feels good when it works. Right? A post takes off. A campaign lands. A lead appears from nowhere. It is tempting to believe momentum has arrived. It has not. You just caught a wave. Marketing without a process produces stories, not systems. It creates spikes instead of signals. When results dip, nobody knows why.…
-
Everyone claims “better work”. Everyone has slides to prove it. My opinion? You are replaceable. As long as your product is defined by what it does, you live in a crowded category. Features can be compared. Capabilities can be matched. Roadmaps can be mirrored. Buyers can always find something similar for less or bundle it…
-
People do not buy solutions. They buy relief. And people can’t buy from you if they don’t remember you at the exact moment they need you. The mistake is trying to talk about everything. Features. Use cases. Industries. Vision. The result is noise. Familiarity never forms because there is nothing specific to remember. Recall is…
-
A virtual event organiser sends you a sponsorship proposal. For an in person event, the founder event playbook covers preparation and follow up. After Infosecurity Europe in 2025, I wrote about the pressure on cybersecurity marketing budgets. Your logo will appear on the event page. You will have a speaking slot, a virtual stand and…
-
A solution only moves when it can be explained in the language people are accountable for. Architecture diagrams do not close deals. Outcomes do! Conversion is the first translation test. The question is simple. What changes the moment someone adopts your solution? What friction disappears? What action becomes easier? If that cannot be explained without…
-
Technical marketing sits in an uncomfortable but powerful middle. Combining different abilities is also the idea behind skill stacking. You translate between people who build and people who buy. When that translation fails, great products stall. When it works, average products move faster than they should. >The first essential skill is sense making. Technical marketers…
-
Here I am going to try something new for myself. A cybersecurity SaaS product can be sold to enterprises and SMBs at the same time. The theory is easy. The hard part is reality. Because, enterprise buyers are already lined up, already sceptical, already comparing you to vendors ten times our size. They do not…
-
There is a moment in every sales conversation where the balance quietly shifts. It is not when you show the demo. It is not when you list the features. It is when the buyer realises you understand their problem with more clarity than they do. If you can articulate their pain in a way that…
-
Everything else is supporting detail. How does a good pitch begin? Feature dump? Roadmap? The clever engineering behind the scenes? Buyers anchor on value they can repeat to their CFO in one breath. The 7Ps of marketing provide another way to think about the wider offer. ROI is the first anchor. Before offering a concession,…
-
Everyone shows up with features. Every vendor claims speed, intelligence, visibility, automation. Line them up in a comparison grid and the differences start to look cosmetic. At some point the buyer stops comparing. They assume the fundamentals work. And that is the moment the real decision begins. What separates the winner from the shortlist is…