Category: Business Development
Practical, experienced-based, execution focused tips for Tech Startups to establish new customer pipeline, prospection processes, CRM Systems, sales training to identify target customers, generate qualified leads and deliver sales
The New Work order, on-demand skills for Startups
Win customers in Data Analytics & ML Software
Win customers… in Robotics & Automation
Winning first customer is tough! We review here practical insights, methods and tools for Startups to execute Business Development for Robotic, Software Analytics or Industrial Automation solutions.
This session provides hands-on guidance on how to execute an efficient outbound business development process to capitalize on growing Automation markets.
“Social-distancing directives, (…) could prompt more industries to accelerate their use of automation. And long-simmering worries about job losses or a broad unease about having machines control vital aspects of daily life could dissipate as society sees the benefits of restructuring workplaces in ways that minimize close human contact..”
New York Times, April 2020
For Business Development in Industrial Automation, we tackle:
- How should I organize and prioritize my customer outreach?
- How to tune your message to OEM Manufacturers, System integrators and End users?`
- Is it best to go wide and shallow or focused and deep?
- Can I adapt my outreach depending on product complexity and sales cycle?
- How do I get in touch with the right decision maker?
- What does it really mean to qualify a lead?
We talk with Luca Rabezzana, Business Development Associate at Sparksense. He draws from his real-life experience working with start-ups and shares his passion for Machine vision, robotics and markets.
We discuss tried and tested, street-smart approach to Boost customer acquisition for your B2B Tech Startup.
Check-out also our detailed posts on Commercial Growth:
The Customer is back
Win your first customer… and beyond
Winning first customer is tough! We review here practical insights, methods and tools to execute Business Development for Tech Startups.
You are launching a unique tech solution and looking to access the most attractive markets? It is not “sales”! Many tech startups struggle to identify, attract, train and retain qualified Business Developers. In addition, a “sales” approach can backfire if you are starting to sell while a client is still in “education” mode.
“If the economy continues to head south, what does it mean for entrepreneurs ready to scale their business? Should they hold off on growing sales? Should they take a more conservative approach? My answer is no.
In my view, a down economy is the best time to build a sales team.”Mark Roberge leading Sales at HubSpot during the 2008 crisis.
The success of a Business Development for Tech Start is directly linked to two aspects of outbound Sales:
First, the Team skillset and attitude.
Selling novel, unique solutions is not business as usual. Salespeople need both product knowledge and market knowledge—an understanding of market trends and customer buying patterns. They bring a strong understanding of the technology, combined with great listening skills. They are also resilient, acknowledging that this is a marathon, not a sprint.
Second, the good tools and methods.
A great team strives for executing a robust business development process, which is very selective and focused to capitalize and protect your unique value proposition. You want to foster efficiency from the initial market segmentation, target focus, initial outreach all the way to the lead qualification. This also requires discipline to delete less promising prospects.
We provide practical insights on how to build and manage a team with the right attitude. It also provides hands-on guidance on how to execute an efficient business development process. It includes answers to questions like:
- How should I organize and prioritize my customer outreach?
- Is it best to go wide and shallow or focused and deep?
- Can I adapt my outreach depending on product complexity and sales cycle?
- How do I get in touch with the right decision maker?
- What does it really mean to qualify a lead?
We talk with Lugas Raka Adrianto, Business Development Associate at Sparksense. He draws from his real-life experience working with start-ups and share his passion for sustainable technology to provide exciting insights, practical examples and answer live questions.
This podcast is an opportunity to discuss tried and tested, street-smart approach to Boost customer acquisition for your B2B Tech Startup.
Check-out also our detailed posts on Commercial Growth:
What every Tech Startup should know about intellectual property
How leading Tech Startups protect their Technology effectively, managing Intellectual Property, Trade Secrets, Copyrights and Patents.
While the launch of a tech startup is exciting, each entrepreneur needs to establish a strong legal foundation to protect itself and its intellectual property (IP). Indeed, Intellectual Property (patents, designs, trademarks, copyrights, trade secrets) is a key driver in a Company’s commercial success.
Indeed the value of a start-up is usually directly linked to two aspects of intellectual property:
First, the protection of own intellectual property.
Startups are initially not in the position to challenge the top dogs. This is due to their financial power, reputation, market penetration and relationships to other players in the market. Therefore, to make a great idea into an economic success, the idea needs effective legal protection.
Second, the protection against third party’s intellectual property.
Intellectual property rights create monopolies. The owners of intellectual property rights use them to fend off competition. As a result Third party’s intellectual property can be a show-stopper. In effect, Startups have limited funds to use in legal matters and navigate through this complexity. Therefore, Startups need a strategy in place to avoid such pitfalls very early on.
This Tech Talk addresses how leading Tech Startups protect their Technology effectively, managing Intellectual Property, Trade Secrets, Copyrights and Patents we also address questions like:
- Which type of intellectual property is best suited for my business?
- Is it better to patent or to maintain secrecy?
- How do I manage Process vs. Product IP?
- Which third party intellectual property rights are relevant for my business?
- How can I reach reasonable certainty with regards to third party’s intellectual property rights?
We talk with Daniel Hoppe, Certified IP Specialist Lawyer with the German based IP law firm PREU BOHLIG & PARTNER. He draws from his experience in advising start-ups in matters of intellectual property and from his experience in intellectual property litigation.
Check-out also our detailed posts on Commercial Growth and prototyping:
Check out our other Tech Talks and insights on Financing and B2B sales in our Startup Guide
Generating qualified leads for Tech startups – a practical guide
Content marketing drives 10x increase in lead conversion
This Content Marketing Guide brings together specific actions and use cases most from our day-to-day work with Tech Entrepreneurs. It draws also from our own experience building Tech ventures in Energy and Aerospace industries.
If you have more money than brains, you should focus on Outbound Marketing. If you have more brains than money, you should focus on Inbound Marketing.
Guy Kawasaki
We believe that a well-executed Content Marketing strategy is key to success for early tech ventures – in this Content Marketing guide for Entrepreneurs we cover:
- Why Content Marketing is important
- What content works for your startup
- 5 Ground rules to shape your content
- Great Use Cases on content distribution
- Powerful, Easy to use and cheap Tools
- Call To Action to get qualified leads
Why Tech Entrepreneurs should focus on Content marketing
Outbound Marketing & Sales feels great!
You dig through your network e.g. Linkedin & co. to get some target names. You reach out to them, email or chat, for a chance to sell your solution. Probably a necessary step, but this has some flaws:
- You spend most of your time establishing first contacts
- You are interrupting your audience in their day-to-day business
- Missing problems where your solution could be of greater value
- Very low sales conversion rate and huge time spent
In this Content Marketing Guide for Entrepreneurs, we prefer to focus on the definition :
“The marketing and business process for creating and distributing valuable and compelling content to attract, acquire and engage a clearly defined and understood target audience — with the objective of driving profitable customer action.”
Epic Content Marketing, Joe Pulizzi
Build the right Content Marketing for your startup
In order to maximize impact of any marketing action, it is critical to understand the characters at play.
THE HUNTER a.k.a Entrepreneur
The Tech Entrepreneur should consider key characteristics of one’s early stage Startups, as it affect the Content marketing strategy:
- Mostly unknown to your target market
- Still validating and discovering real market needs
- Time-to-revenues and acquiring new customers is key
- Cannot afford fully fledged digital marketing campaigns
THE TARGET a.k.a Prospective Customer
Be careful! Your Target is NOT the Innovation Manager, who is scouting for Innovative ideas.
Every decision maker you’re trying to engage with spends 90% of their working life in F.E.A.R. They are: Frustrated, Evasive, Apathetic and Risk averse.
Paul Cash, Rooster Punk
Our Target character is one of the Business Managers busy tackling day-to-day operations. He has probably lived many years with the Status Quo. When the Target decides to solve a problem, one wants tangible benefits: increased sales, reduced cost or improved quality.
5 practical rules for effective Content marketing
So now it is time for Tech Entrepreneurs to take this content marketing guide into action!
#1 Make your content relevant to your Target audience
Know-Your-Customer with empathy. Focus on understanding your Target market needs, problem and expectations. Work out various options to address this issue incl. your solution. But keep it low-key on branding and hard selling.
#2 Build credibility and trust
Working in F.E.A.R., the Decision Maker is concerned by the risk of working with you as a new supplier. Testimonials and facts from Pilot, existing customers, research partners or opinion leaders increase your credibility.
#3 Illustrate your content
You should grab attention through relevant picture or visual. License-free pictures and video material can be found on Pexels, Unsplash, Pxhere and many more on a pay-for-license e.g. shutterstock & co.
#4 Your Call To Action
Prepare your Call To Action well before your content marketing release. Keep in mind that your goal is to generate awareness so that your target audience connects with you. You need to have a clear path to bring these new leads into your commercial funnel.
#5 Measure impact and iterate
We are competing for attention with a million other content. While the costs of ‘Distribution’ have dropped to almost Zero, the ‘Production’ time & costs have increased to deliver quality content. Regularly measure impact to fine tune type of content, messages and distribution channels.
Now that you have built your content, let us look at ways it can be distributed to your audience, leveraging specific use cases.
THE DISTRIBUTION – where to publish my ‘content’?
It should be where your Target audience is looking for information. Do you address a large, fragmented market? Or rather a an industry with few big buyers? How much time and money you are prepared to dedicate?
Below are some of the main distribution strategies implemented for tech Startups.
- Social Media
For most Tech businesses, preferred routes will be Linkedin, Medium, Youtube and Industry specific blogs. If your business involves design or visual value creation, consider adding Instagram or Facebook.

- Blog
Startups should favor theme based content, which grabs attention. Add some News as you become a more established businesses. Keep it generic, typically loosely tied to your company and branding. Many blogs follow the ‘Listicle’ format and some more Best Practices here.

- Podcast
Simple audio recording, easy to edit, convenient to consume, inexpensive and quick to produce. 17% of marketers plan to add podcasting to their marketing efforts in the next 12 months. For a step-by-step guide, how to Start a Podcast check this here.

- Meetup & Network events
In 2018, Atomico reports about 15’000 Tech related meetups in each Paris and Berlin, 30’000 in London alone. Meetups can be a very powerful and cheap way to connect with your audience. It allows you to explain your solution and build a community around your brand.

- Live or online Training seminar
Workshop format built around your solution. You might consider also providing some online training as lead generation to your main business. Based on the right content, it can be scalable and promotes you as expert in a field. Consider Udemy, Teachable and more.

- Video
Video is a must have nowadays; combined with landing pages can increase conversion by 86%. Vary your format from short social media teaser, to company overview to ‘How-to-Video’. A nice infographic by Hubspot and more B2B Video examples here.
- Product Configurator
An online product Configurator is great to automate your product features selection. Gartner estimates in 2018, 40% of B2B digital commerce sites to use Configure, Price, Quote (CPQ) tools.
Your challenge is adoption. Start small using Google Form or a Web Editor before expanding functionalities.

- Open Source & Freemium models
Providing a free(mium) Open Source solution can drive great business traction. It is powerful to ‘Try-before-your-buy’, build a community of users as an asset or generate a larger hardware installed base.

- Industry Trade show
As a startup, forget your expensive own booth. Instead, join the booth of a large established player. Apply for Call For Paper to be on stage, alongside a well-known partner if possible! Take on comfortable shoes to walk the floor and meet prospect customers.

Now that we have decided on the type of content we want to deliver, we need some tools for an efficient content ‘production’.
THE PRODUCTION – Making it happen !
There are many great (free) design tools to help you be efficient. But do not get distracted – the ‘Design’ part of the content is the easy bit.
The hard part is to work, re-work and fine tune your content. It is old fashion but it forces you to think through key items : audience, wording, problem, solution, features, benefits…
Forget the font, color & co for now…
Knowing that you could work on the detailed ‘content’ forever, now you feel good about it. Ready to tackle the ‘design’ !
Below is a list of tools we use every day… powerful & easy to use
- Canva great for quick & professional looking design
- Gimp open source graphics editor for image retouching and editing
- Lightworks open source video editing software
- WordPress simple web editor for professional outcome
- Anchor.fm to create, host and broadcast your podcast
But of course the content is only a means to an end… so let’s get into action.
CALL TO ACTION – turning your Content into Sales
After the Acquisition comes the Activation phase. Whatever your established goals are, it is critical to ensure you have a Call To Action.
If your business relies on a large community of users, consider having a sign-up landing page. Strategic landing pages are used by 68% of B2B businesses to acquire leads.
But of course, most Tech solutions need to build a personal rapport with your prospective clients. Be prepared to share details about your solution in online call, live or recorded demo and a personal sales meeting.
Tech Content Marketing is a wide topic! This content marketing guide for Tech Entrepreneurs is to trigger thoughts and actions. Since we all can benefit from everyone insights, we invite you to comment and share your experience.
Note: many statistics from https://www.hubspot.com/marketing-statistics
Fake it before you make it !
We enjoy working with diverse Entrepreneurs and Ventures, also on supporting them on their path to Market Launch. This guide for Startup validate product features… quickly and cheaply.
Before moving too quickly towards Product & solution development, we recommend each Entrepreneur to focus:
“Make sure
you are building
the right it,
before you build it right!”
They are a lot of excitement around Minimum Viable Product (MVP), Product-Market-Fit, Proof-of-Concept (PoC) and other Prototypes. This is also linked to the tremendous success of The Lean Startup movement.
We find the use of “Pretotype” a great way to focus on what matters – the customer and market adoption. A true guide for each Startup to validate product features.
” Pretotypes make it possible to collect valuable usage and market data to make a go/no-go decision on a new idea at a fraction of the cost of prototypes: hours or days instead of weeks or months, and pennies instead of dollars.” states Alberto Savoia, Author of The Right it!
“Most new ideas fail in the market—even if competently executed.
We call this the Law of Market Failure.”
There is only one way to fight the Law of Market Failure: test the market for your ideas objectively, rigorously, and quickly before you invest to develop them.
Pretotyping provides you with the tools and techniques you need to validate your idea with minimal resources and in a very short time (as little as a few hours.)
Download and read along in this short, practical and useful guide called Pretotype It
Check-out also our detailed posts on Commercial Growth:
Why “Innovation Management” is losing the Adoption game
Or how shift priorities towards Innovation for growth
In November 2018, Tendayi Viki was asking again in Forbes “Why large companies continue to struggle with innovation?” – a recurring question for too many years. This paper tackles the Redesign Innovation Labs for growth.
We do not pretend to have the magical recipe for Innovation. However, our daily work with both large companies and startups gives us a unique perspective on closing the Gap for putting “Innovation” in practice.
Companies “hear about the advantage of disruptive innovation or step-out innovation and decide that their organization should do “some of that.” But their organizations are designed to do something else very well. Namely, what they are already doing.”
– Why Big Companies Can’t Innovate, Harvard Business Review
From large companies, we hear how difficult it is to “Innovate” in specific industries; worst, many Managers believe they are laggards while other companies are faster, more flexible and prone to innovate! There is so much noise around “Innovation” that many Manager are in constant “catch-up” mode or FOMO (Fear Of Missing Out)
At the same time, from B2B Tech startups, and the frustration of “Innovation Labs” disconnected from the priorities of the Company’s core business. Several months into meetings, negotiating proposals and running Proof-of-concepts, the initial excitement for the “innovative” solution is often buried under business lack of focus, day-to-day priorities, one-off pilots and red tape.
On a rush to “Innovate”, many Managers and Entrepreneurs alike forget the 3 levels of maturity for adoption of Innovation:
- Technology maturity or what everyone is talking about today
- Market maturity or the ability for a viable roll-out at scale
- User maturity, rarely talked through but often most critical
In this paper, we will uncover together 3 challenges on a path to Redesign Innovation Labs for growth. We will also articulate 5 specific actions companies can execute to achieve sustainable Business Growth.
Challenge #1 – it’s Innovation Magic!
Remember how you watched the latest Magic show? Like a kid, you probably experienced a mix of Delight, Wonder and Superiority!
- Delight – we are wired to be in awe of things that cannot be logically explained.
- Wonder – we know these things are fantasy, but if magic is real, then maybe all kinds of other cool things that we want to believe are real, too.
- Superiority – while there are some people who watch magic with wonder, there are plenty of others who get off on their perceived superiority to the magician. They can figure it out. .
Today, Innovation is like watching a magic show!
Delighted by the Technical novelty, we join the crowds of Innovation Summits & Tourism, Startup festivals and Pitching competitions. We know many of these things are fantasy but also wonder how it could work for our company. The first thing we burn to ask the Magician is “how did you do this”?
Challenge #2 – The “Innovation-as-a-service” Trap
Under pressure from shareholders, customers and competition, each business needs to “Innovate”. As so often, Managers focus on the easiest part of the equation – the How. We send people to training to acquire and learn the method and tools.
We establish Innovation Labs, “Silicon Valley Outpost”, Accelerator, Incubators and often even hire a Chief Innovation Officer! And then we outsource the essence of Innovation to external providers or “innovation-as-a-service” consulting firms, with the promise that you too can innovate … efficiently!
From this, the “Innovation Manager” feels free to share deep insights travelling the world, giving keynotes about Innovation at the ever growing audience of Innovation Forums.
Challenge #3 – The “Halo Effect”
Our business world is full of research and analysis that are comforting to managers: that success can be yours by following a „Innovation“ formula, that specific actions will lead to predictable outcomes.Innovation is one good example of “The Halo Effect” where the perception of one quality is contaminated by a more readily available quality. In this case, Innovative companies being rated as more performing when promoting Technology innovation.
What the authors claim to be the causes of long-term performance are more accurately understood as attributions made about companies that had been selected precisely for their long-term performance… In fact, lasting success is largely a delusion, a statistical anomaly… – The Halo effect, Phil Rosenzweig
So what we should do instead?
Build on your business and management strength to Redesign Innovation Labs for growth.
Stop focusing on Technology Push “Innovation” and instead address the key hurdles on the way to sell a new product or solution into the market – User Adoption. And be ready to transform your company in a challenging but rewarding process!
Focus on customer (re) discovery
Established companies have a deep market experience, established channels and long standing customer relationships. From there, Managers are best positioned to identify user’s problems, both internal and external.
B2B Tech startups engage in Proof-of-Concept with prospective customers to offset their lack of “track record”. For larger companies, this PoC can also be a fantastic opportunity to (re)discover their customers, adjust features, increase value capture – and secure user adoption along the way.
Be ready to Test-and-Learn
Most companies have established a functional, geography or product-driven organization or a mix of all. Many also have or thinking of establishing a Chief Digital / Innovation Officer.
One particularly useful organization is along the Customer Journey including a Customer Success team or some people committed to a great product value experience. These customer-centered teams are key in ensuring customer maximize value from new products. More importantly, embedded in the New Product development teams, they can provide invaluable insights to for new user-driven product innovation while increasing value capture! Check out our post on Sales organization.
Organize to Execute
Once the customer insights are flowing into your organization, the true business growth will come from implementing the new product or solution features. This phase will rely on a higher tolerance for Risk and the proper frugal mindset or Jugaad.
Methods such as Agile process to execute and iterate evolving product features over time can be helpful. This is done sometimes under a separate organization with required “Air Cover” to protect from interferences while also giving marketing freedom with eventually a distinct Brand.
Not-Your-Sales-as-usual
New products require also new sales processes, capabilities and metrics. First you will need to invest more qualified sales people time for Inbound vs. outbound sales and Solution vs. Product selling. The focus is on establishing a long-term relationship and on ensuring your customer is deriving sustained value from the solution. e.g. Partnerships and network effects.
When we work with a Startup, we define what are Key Performance Indicators and identify Solution-selling talent. While the solution might be new, the KPIs are generally well established in the given market but might be quite different from the established Company core business!
Business and Talent acquisitions
For many large companies, hiring the required talent, particularly round “hot new tech” such as AI, Cloud computing, Software Development is a real challenge.
We rave at the GAFA & Co. and their incredible ability to innovate and grow. We should not forget that most AI solutions the GAFA are now deploying to the market are arising from many Product & Talent-driven acquisitions over the past 5 years.
Used properly, Innovation marketing and “Acquihire” can be powerful tools to evolve the way your company culture, customers, employees and new hires image.
To bring it together, some takeaways:
Whatever you do to Redesign Innovation Labs for growth, Mind the Gap between Innovation and Adoption!
- Focus on user-driven innovation to deliver true business performance & Growth
- Listen and partner with your customers to increase your value capture
- Review your organization design to ensure customer success and feedback
- Implement Reverse Mentoring to upskill your organisation and evolve Culture
- Set clear goals for your innovation initiative… you get what you measure
- Challenge “Innovation-as-a-Service” solutions against your Business goals
- Validate first startup Commercial value-add, not equity transaction
- Foster experimentation Mindset to address new customer unmet needs
- Consider creating a separate Brand & organization for execution
Looking forward to your comments, questions and feedback !