HR Tech Differentiation in a Saturated Market
HR tech has 10,000+ vendors competing for the same buyers. Here's how we built differentiation when everyone claims to solve the same problems.
Supply Chain Software: Positioning During Disruption
Supply chain disruption created massive demand for optimization software. But urgency didn't mean buyers made fast decisions. Here's how we positioned during perpetual crisis.
PropTech for Commercial Real Estate: Long Sales Cycles, Big Deals
Commercial real estate moves slowly, values relationships over technology, and makes decisions in years not months. Here's how we built a CRE software business around these realities.
InsurTech GTM: Navigating Regulatory Complexity
Insurance is one of the most regulated industries. Here's how we built a GTM strategy when every state has different rules and compliance is the #1 objection.
Vertical SaaS Trends: Why Industry-Specific Beats Horizontal
I watched horizontal CRM lose to industry-specific software in 15 consecutive deals. That's when I understood vertical SaaS isn't a trend—it's the future.
Government & Public Sector SaaS: Procurement Hell and Compliance
The government procurement officer said: 'Your software looks great. Fill out this 247-page RFP, get on our approved vendor list, and we'll schedule a demo in 6 months.'
EdTech B2B Sales: Selling to Schools vs. Districts
Schools and districts buy differently, evaluate differently, and implement differently. Here's how to navigate EdTech sales when the buyer and user are never the same person.
Nonprofit Tech PMM: Mission-Driven Buyers, Budget Constraints
The nonprofit director loved our donor management platform. Then she said: 'This costs more than we pay our program coordinator. How do I justify that to our board?'
Veterinary Tech: Small Market, High ACV Strategy
The veterinary software market has only 30,000 practices in the US. Here's how we built a profitable business in a tiny vertical by embracing niche dynamics.
Energy & Utilities Tech: Regulated Markets, Long Contracts
The utility CIO said: 'Your software looks interesting. But we're regulated. Any technology change requires PUC approval. That takes 18-24 months.'
Dental Practice Software: Navigating a Consolidated Market
The dental software market is dominated by legacy vendors with deep dentist relationships. Here's how we competed against entrenched incumbents and won.
Manufacturing Tech Product Marketing: OT Meets IT
The plant manager looked at our manufacturing software and said: 'This is IT stuff. We're Operations Technology. They're different worlds and they don't mix.'
Hospitality Tech Go-to-Market: Hotels, Restaurants, Event Venues
The restaurant owner looked at our reservation management system and said: 'This looks complicated. Will my 19-year-old host be able to use it during dinner rush?'
Legal Practice Management Software: Selling to Law Firms That Hate Change
Law firms are among the most change-resistant buyers in B2B software. After failing with standard SaaS tactics, here's what actually works selling to attorneys.
Insurance Tech PMM: Navigating Legacy Systems and Regulation
The insurance CIO said: 'Your modern API-based system sounds great. But our core policy admin system is from 1987. How do you integrate with COBOL mainframes?'
Creator Economy Tools: Influencer Marketing as GTM
Traditional B2B marketing doesn't work for creator tools. Here's how we built a GTM strategy where creators themselves became our sales channel.
Legal Tech SaaS: Selling to Risk-Averse Law Firms
The managing partner looked at our legal practice management software and said: 'What happens if your system goes down during trial preparation?'
Climate Tech Positioning: Impact vs. ROI Messaging
Climate tech buyers say they care about sustainability. But they buy based on ROI. Here's how to position climate solutions when impact and economics conflict.
Real Estate Tech PMM: Traditional Industry Meets Modern Software
The real estate broker looked at our property management software and said: 'I've been selling real estate for 35 years without software. Why do I need it now?'
AI Infrastructure GTM: Selling to ML Engineers vs. IT Buyers
AI infrastructure has two completely different buyer personas with opposing priorities. Here's how we built separate GTM motions for technical and business buyers.
EdTech Product Marketing: K-12 vs. Higher Ed vs. Corporate Learning
The K-12 administrator loved our learning platform demo. Then the corporate training buyer saw the same demo and said: 'This is way too academic for our needs.'
Logistics & Supply Chain Tech: Selling to Operations Leaders
The VP of Operations said: 'Your software looks great. But if it fails during peak shipping season, we lose millions. How do you guarantee that won't happen?'
Marketing Web3 Products: What Traditional PMM Gets Wrong
Web3 buyers don't respond to traditional enterprise software marketing. After failing with standard B2B tactics, here's what actually works in crypto and blockchain markets.
E-commerce Platforms PMM: Demonstrating ROI in Competitive Markets
The e-commerce director said: 'Your platform costs $5K/month. I can hire a developer for that. Why should I buy software instead?'
LATAM Expansion: Currency, Payment, and Partnership Challenges
Latin America has massive potential for B2B SaaS. It also has currency volatility, payment complexity, and partnership dynamics that break standard expansion playbooks.
DevTools Marketing: Reaching the Technical Buyer
The engineer looked at my beautifully designed developer tool landing page and said: 'Where's the documentation? I'm not reading marketing copy.'
Entering Asian B2B Markets: Our Singapore-First Strategy
Asia-Pacific isn't one market—it's dozens of markets with different languages, business cultures, and buying behaviors. Here's why Singapore became our beachhead.
Cybersecurity Product Marketing: Fear, Uncertainty, and Proof
The CISO listened to my security product demo, then asked: 'What happens when your platform gets breached and our data is compromised?'
Martech & Adtech PMM: Cutting Through Massive Competition
I launched a martech product into a category with 8,000 competitors. The customer said: 'Why should I replace the five tools I already have?'
Expanding to Europe: GDPR, Localization, and Why Our US Pitch Failed
European B2B buyers don't respond to American sales tactics. After failing spectacularly in our first European expansion attempt, here's what actually works.
HR Tech Product Marketing: Reaching the People Ops Buyer
The CHRO loved our HR platform demo. Then she said: 'This is great, but I need to know what my employees will actually think before I can buy it.'
Travel Tech GTM Post-COVID: What Changed (and Stayed the Same)
COVID nearly killed our travel tech company. The recovery taught us which assumptions about travel buying behavior were permanently changed and which were just paused.
Healthcare SaaS Marketing: HIPAA, Long Sales Cycles, Committee Buying
My healthcare software demo went perfectly. The physician loved it. Then I learned I needed to convince seven more people I'd never met before anyone could sign a contract.
Marketing to Farmers: Everything I Got Wrong About Agtech
I spent a year selling agtech with Silicon Valley marketing playbooks. I closed zero deals. Then I learned how farmers actually evaluate technology, and everything changed.
Construction Tech Go-to-Market: Selling to Conservative Buyers
I pitched construction project management software to a site supervisor who'd been using paper blueprints for 30 years. He listened politely, then said: 'If it ain't broke, don't fix it.'
Fintech PMM Challenges: Regulatory Complexity Meets Fast GTM
I was three months into my first fintech PMM role when legal killed my product launch 48 hours before go-live. Welcome to financial services marketing.
Industrial IoT Sales Cycles: Why Our 6-Month Forecast Was Off by 18 Months
Industrial IoT has the longest, most unpredictable sales cycles in B2B tech. Here's what breaks standard forecasting and how to build pipeline that reflects reality.
Product Marketing for SaaS: What Makes It Different
I thought product marketing was product marketing. Then I moved from consumer tech to SaaS and learned that everything I knew needed to be rewritten.
Breaking into Automotive Tech: Our Market Entry Strategy
Automotive is a closed ecosystem with deep relationships and long sales cycles. Here's how we built credibility and won our first 20 customers without industry connections.
Selling Retail Tech Software: What I Learned from 50 Deals
Retail buyers evaluate software differently than any other vertical. After closing 50 retail tech deals, here's what actually works and what wastes time.