Go-to-Market
PLG without structured messaging is a recipe for failure
PLG promises the product sells itself. Without structured messaging, it's a leaky funnel where users sign up but never convert.
BLOG
B2B messaging, go-to-market, and AI marketing: articles & insights.
Frameworks, case studies, and practical analysis. No filler content.
Go-to-Market
European startups: why messaging is your secret weapon against US competitors
European startups build world-class products but lose to US competitors in market perception. The gap isn't product — it's messaging.
Messaging B2B
Unified messaging: when sales, marketing, and product tell the same story
Sales says one thing, marketing writes another, product builds a third. Unified messaging aligns all three around one believable narrative.
Insights
How to leverage analyst relations to accelerate B2B growth
Analyst relations remain underused in B2B tech. Gartner, Forrester, IDC shape buying decisions — if they can articulate what you do.
IA & Marketing
AI offer messaging: how to explain ROI without jargon
AI startups face a specific messaging problem: complex technology, simple value proposition needed. How to explain ROI without jargon.
Messaging B2B
The WHO/WHAT/DIFF/VALUE framework: structuring B2B messaging in 4 axes
An operational framework to move from improvised pitches to structured messaging. 4 axes, 4 questions, a 30-second validation test.
Messaging B2B
Why 80% of B2B startups can’t explain what they do
Most B2B startups don't have a product problem — they have a clarity problem. Messaging is the most underestimated lever in B2B.
IA & Marketing
GEO: how to make your expertise citable by ChatGPT and Claude
SEO isn't enough. GEO (Generative Engine Optimization) makes your B2B content citable by ChatGPT, Claude and Perplexity.
Go-to-Market
International messaging: why translation is never enough in B2B
Translating a website isn't localising a messaging. European startups that settle for translated pitches lose credibility on every new market they enter.
Is your messaging holding you back?
Take the Messaging Health Check — 5 questions, 2 minutes, an instant diagnostic.
Take the test →