Mucker Lab
OCTOBER 12, 2016
Just six months ago, VCs were publishing white papers extolling the virtue of non-bank lending startups, but now no one will touch them with a 10-foot pole. Vertical integration of different funding risks. Whatever happened to IoT after Nest? The investment thesis wasn’t wrong — it’s just that they bet on the wrong horse.
Duct Tape Marketing
OCTOBER 5, 2017
John Jantsch: One of the ways to really drive up profit is to specialize, is to go into a vertical market, is to go have a niche, to get known as an expert in X, Y, or Z. ” If you’re a writer, you might say, “I write white papers,” or I’m this kind of writer. Dentists would be market vertical.
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View from Seed
APRIL 8, 2020
Stevens has held roles across verticals such as head of sales, marketing, product, and professional services at five startups over twenty years. Not a dull white paper, but something that shows why your products are awesome and actually helpful in a way that is relevant to your brand. Instead, look for ways to build your brand.
Genuine VC
JANUARY 23, 2012
It’s perhaps an older example, but Bitpipe ( sold to TechTarget in 2004 ) did just that in becoming the largest distributor of IT white-papers which attracted CIO buyers. Often this focus can be on a specific geography or vertical. Brute force a mini-market and expand. Piggyback off an existing marketplace.
Steve Blank
APRIL 2, 2009
Our first thought was to spread the news ourselves, perhaps in a press release or a “white paper,” (remember this was pre-Internet.) Tell Me How to Find You But having benchmarks in hand that showed us as the winner did us no good unless all our potential customers could see them.
Steve Blank
APRIL 9, 2009
competitive analyses, channel and customer collateral (white papers, data sheets, product reviews), customer surveys, and market requirements documents. We will accomplish this through demand-creation activities (advertising, PR, tradeshows, seminars, web sites, etc.),
Duct Tape Marketing
FEBRUARY 22, 2017
Which of your client verticals are your champions? In which verticals do you experience smooth, seamless sales processes, instead of arduous uphill battles? Should you direct your prospects to a sales page, a white paper, a tripwire product, a calendar widget, a webinar? Who is most receptive? Which clients just get it ?
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