Helping B2B tech companies win.

We're a specialty consultancy that helps B2B technology companies succeed faster by creating unique competitive positions in the market.

Our latest thought leadership.

How Hubspot Built The Inbound Marketing Category

Since I started co-hosting the #categorycreation series on the B2B Growth Show, I’ve had the chance to speak with some of the top thinkers around category design. And right up there at the top of the list is Kipp Bodnar, CMO of Hubspot. Hubspot is one of those companies that comes up in nearly every conversation about category design in

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This Gap In Airtable’s Marketing Stategy Is Holding It Back

What is Airtable and why isn’t everyone using it yet? Airtable combines the power of spreadsheets, databases, project management software, “no-code” apps, and collaboration tools into a very powerful and flexible tool. There are few Airtable alternatives, and six years after launch, it should be have reached mainstream adoption by now. But it hasn’t. Instead, it remains a product that’s

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How Dropbox and Jive Nailed Their B2B Messaging

If you could describe the goal of B2B messaging in the simplest way possible, you might say that it’s to get the right message in front of the right audience, at the right time. Easy to say, tough to do. The most clever writing in the world won’t matter if it’s delivered at the wrong time or to the wrong

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What we do.

Some agencies try to do everything.
Instead, we do a few things exceptionally well:

Category Creation

Product Positioning

Competitive Analysis

Messaging Frameworks

Investor and Product Pitch Decks

Start here.

We work primarily with B2B technology companies who want to create a new category or break free from an existing one.

If this is you, request a meeting and we will be in touch shortly.

Our promise: We'll treat your business as if it were our own. We'll have fun when we work together. And we won't BS.