Founder, listen up. These are the best Start-Up podcasts in 2023

Blog Podcast Start-Up Tips

Like learning but short on time? Looking to stay sharp and up to date on the business world without having to constantly slog through news articles and websites?

Whether you’re running a startup or intend to someday, educating yourself on the business world is vital. And the best way to do it is to learn from people who have experienced the challenges themselves and can share lessons they have taken with them.

No matter which part of your journey you’re on, we’ve got everything you need right here. Lean into podcasts and learn from like-minded entrepreneurs from the comfort of your own kitchen, bathtub, car, or wherever else you can lend an ear.

Find below a refined list of the 15 best startup podcasts for entrepreneurs, founders, startup CEOs, or anyone looking for valuable information to help grow their business in 2023.

1. Entrepreneurs on Fire

Listen as EOF founder John Lee Dumas hosts entrepreneurs who are “on fire.” Bringing his own entrepreneurial and author experience, John interviews inspiring entrepreneurs about their founder journeys, providing valuable insights that you can learn from in quick 25-minute episodes. 


2. TechCrunch Equity Podcast 

Tech Crunch’s Equity podcast, by Alex WilhelmNatasha Mascarenhas, and Mary Ann Azevedo, is all about the business side of start-ups. It delves into the statistics and facts behind news headlines, giving you an inside look into the start-up world and how and why businesses make their way into the limelight.

Image Credits: TechCrunch

3. The Rework Podcast

37signals (the makers of Basecamp and HEY) bring you this podcast about better ways to run your business and make the most of your time. Unlike the common tips to scale up as quickly as you can and raise as much money as possible, Jason Fried and David Heinemeier Hansson believe there’s a better way. Listen to stories of business owners who have leaned into staying small, growing slow, and bootstrapping.


4. Inside Intercom

To keep tabs on everything Saas/tech and peep in on engaging conversations of do-ers and makers, check out Inside Intercom, brought to you by the Intercom team. With guest speakers from the worlds of start-ups, marketing, design, and product management, there’s something for everyone to learn.

5. Business Wars

Hosted by David Brown and brought to you by Wondery, Business Wars gives you the unfiltered, true stories of what drives businesses and their investors, founders, leaders, and executives. Take a look behind the scenes of what builds these businesses up, or ends up taking them down.

6. The Tim Ferriss Show

Check this podcast out to hear Tim Ferriss, one of Fortune’s “40 under 40” and an avid author and technology investor, break down world-renowned experts and performers in niche subjects. Pick up tricks, tools, and tactics on the best books to read, good habits to build, time-management skills, and more that can all be applied to business and life. 

7. Marketing School

Short on time? Neil Patel and Eric Siu bring you a 10 minute podcast every day of actionable marketing advice to help you take your business to the next level. They take into account current economic and marketing trends to keep you up to speed and ready for whatever comes your way.

8. Startup Savant

TRUiC brings you Startup Savant, a startup podcast where Ethan Peyton interviews experts and startup founders to give an inside peek at what it’s like to launch and grow a business. Covering all stages of entrepreneurship and the challenges that present themselves along the way, you’ll be able to learn from others’ experiences. 

9. Mixergy

What do the top startup founders know that you don’t? Mixergy is the business startup podcast that can answer that for you. Listen as Andrew Warner, an entrepreneur himself, provides a platform for other entrepreneurs to share their stories of starting and growing a business. With thousands of episodes available, there are endless interesting stories and learning opportunities.

10. Planet Money

Brought to you by NPR, Planet Money has been reporting on all of the “big, complicated forces that move our economy” since 2008. The podcast has won multiple awards for its investigative podcast journalism, so it’s safe to say that there are valuable insights to be gained from giving it a listen. 

11. The Gradience

“The people you bring into your leadership team can make or break your startup.” Join Nigel Robinson on this startup stories podcast as he speaks with startup founders and experts about the art & science behind hiring leaders, why it’s so important, and how best to approach hiring for your startup.

12. Confessions of a B2B Marketer

This podcast follows Tom Hunt, a B2B marketer, entrepreneur, and businessman, along his journey of growing his B2B agency, Fame. Listen as he discusses the world of B2B marketing and his key tips on creating demand generation and business growth. 

13. Bootstrapped Web

Listen along as Brian Casel and Jordan Gal share bootstrap business tips they’ve picked up through their own entrepreneurial journeys and from others in the industry. Stay connected to the software entrepreneur community while learning how to elevate your own “spiritual hustle journey” with 45-minute episodes released each month of this founders podcast.

14. Startup Therapy Podcast

“The No BS version of startup life you’ve been looking for.” Startup Therapy Podcast is hosted by Wil Schroter and Ryan Rutan, two startup founders who bring a mental health-focused perspective on being an entrepreneur. With episodes that discuss challenges founders face, what risks they truly present, and action steps you can take to solve them, this podcast is an excellent choice.

15. Slow & Steady

If you’re looking for insider information from independent software developers, Slow & Steady is for you. Brian RheaBenedicte Raae, and Benedikt Deicke share stories of what it’s like to build and launch software products.

16. Innovators Can Laugh

Innovators Can Laugh is like the Tonight Show of startup-related podcasts. Texas expat, Eric Melchor, interviews innovative startups based in Europe in a fun and casual way – turning their wisdom and expertise into actionable advice you can use to scale your business no matter your industry.

The interviews are different and reveal a fun perspective on Startup Culture as opposed to traditional business-related podcasts. Unlike ordinary entrepreneurial-related shows interviewing cookie-cutter guests, Eric is the only American host who interviews fresh faces of the European startup scene. You can listen to new episodes every Thursday.

Listen Up

There you have it! The 15 best podcasts for start-up founders to listen to. If you’re short on time (which – who isn’t these days?) and looking to stay sharp, informed, and learning, pick a few podcasts that spark your interest and make listening to a part of your daily or weekly routine.

Five Lessons Learned by a CEO – Tal Bar David

Blog Influencers Start-Up Tips

Tal Bar David is the Co-founder and CEO of Complyt. Tal took a legal background, significant tax expertise and experience working with high-tech companies, and flipped them into an extremely successful entrepreneurship. Tal was able to turn a “Eureka!” moment into Complyt, a leading US sales tax automation platform. Complyt simplifies the compliance obligations for global businesses. With a quick integration, the Complyt automated sales tax platform monitors, calculates and files sales tax returns, all in one accessible platform.

Tal’s journey is one of the most relatable paths to starting one’s own company that you’ll encounter. Any entrepreneur/young CEO will be able to benefit from the personal insights and takeaways he shares in the interview below.

Please tell our readers about yourself. How did it all begin?

I am 36 years old, married plus one child (and another on the way). My story is actually pretty unusual; I studied law and accounting, not the typical origin story of a startup entrepreneur. While trying to decide which of these professions I should pursue, I found myself interning in the US tax department of EY. That is where I first encountered the mysterious world of the US Sales Tax. As I gained experience, I consulted a lot of companies on taxes in general and specifically I had to help them find their way around Sales tax issues. I sensed a recurring pattern among customers, who all voiced the same pain. After hearing their complaints again and again, the need was so obvious and for the first time I felt the entrepreneurial urge to deliver a solution. I was able to raise funds quickly from investors who were familiar with compliance and regulation so they really bought into the idea. Then I quickly got to work before anyone else moved to fill this need.

How did the idea for your current business come about?

The year was 2019 and one customer after another told me that they were incredibly confused by new obligations placed on global businesses when it came to applying and collecting Sales tax. They had good reason to be frustrated; US Sales tax is one of the most complex indirect tax systems in the world. The previous year, the government decided that these taxes, which were originally intended to be local, should be applied on global transactions. The result was a nightmare, since taxes needed to be calculated differently based on the location of the customer and the products and services that were being sold. Customers wondered aloud why someone couldn’t provide them with an easy-to-use technological solution that would take care of these calculations and give them the answer to a simple question: How much Sales tax should I collect?

This actually made a lot of sense to me, since it seemed that this was a problem that could be easily solved with software. The recent changes in legislation provided the compelling event that created a large market for such a solution, so I knew I had to act fast. My goal was to make calculating the Sales tax obligations for any given transaction painless, I didn’t want customers to have to think twice before issuing an invoice.

That’s how I came up with Complyt. It is a system that connects to your ERP and, based on the transaction parameters, advises whether Sales tax is required and how much, as well as handles your filing obligations.

What has been the most satisfying moment in your entrepreneurial journey thus far?

Since I am still on my journey, I don’t think it is possible to point to a single moment. There are many different milestones in the life of an entrepreneur, challenges to overcome and achievements to celebrate. Small satisfying moments; when you succeed in securing investment, when the team achieves a technological milestone, when you win a deal, when you grow the team by adding a new position. The trick is to savour each small victory, as the day-to-day life of an entrepreneur can be very stressful.

What challenges are you facing these days?

One of the main challenges is actually to put together the right team, who can work together with the right chemistry. As a small company, I find that every individual is more impactful, both in their contribution to the solution and as a member of the team. If you are a Google, employees may come and go without making any waves. For us, every addition and every departure has an effect.

Another challenge is keeping track of the competition, constantly checking around to see what others in the space are doing. This is actually something I have made a point of doing from the very beginning and I feel that it was a great contribution to our success. I met with dozens of potential users and my competitors’ customers to analyze what was missing in those solutions, making sure I understood the pain that I could address and the best ways to solve it. Direct communication with your customers is tremendously valuable for figuring out where to devote your energy and resources.

I’ll share an example: I originally envisioned that the product would have a state-of-the-art dashboard, something sleek and shiny, that would allow users to perform all sorts of analytics. When I shared this with customers, their feedback was that they didn’t perceive the dashboard as something that crucial. From their point of view, as long as the system was working reliably and could help them resolve the Sales tax issue quickly, they didn’t have any need for deep analytics. That saved us a lot of effort and allowed us to focus on other priorities. Staying very close to the customers is the key; users should be defining what is important to them.

What motivates and drives you as an entrepreneur?

My biggest satisfaction is seeing my vision slowly materialize, to see how it solves the pain for the target user and watch as they realize how much it can make their lives easier. That is what fuels my motivation. Then I move on to the next challenge, the next pain that can be addressed.

What was the most valuable lesson you learned during your career as a CEO?

The most important lesson for me was learning how to accept help from others. The Israeli ecosystem is extremely supportive. I participated in a mentoring program and had a very helpful mentor who taught me a lot. Whenever I get involved in a new domain of expertise, I always seek out a mentor, a domain expert. It’s super important to add expertise from the experts.
For example, if I need to hire a Salesperson, I will try to consult with someone who has experience in that field; how can I know what I am looking for if I don’t have an understanding of the challenges that they might encounter?
If there is one thing I would like to pass on to other founders/CEOs who may be just starting out, is not to be shy about grabbing a cup of coffee with people and seeking their advice. I found that people are more than happy to help and that I was able to learn a lot. That’s not to say necessarily that I always accepted everything they said, but for me, every input is useful and every viewpoint can teach you something.

Do you believe a method or formula exists to become a successful CEO?

No, I don’t think there is, it really depends on the journey. I was an individual founder, simply because I wanted to take advantage of the opportunity, so that is how it turned out. Later on, it took me a while to find a co-founder since it was important for me to find someone who could complete me, not just professionally but also in terms of characteristics, so we could help balance each other out. There is no single template for being an entrepreneur.
You also need to be able to delegate, to rely on others. A CEO needs to understand a range of areas enough to be part of the discussion and have an appreciation of the nuances. And then they need to bring in good people to care of the details, and then they need to trust them to do their job.

Do you have any advice or tips to share with the young CEO?

Something important that I learned along the way is to always maintain a good relationship with my investors. In the beginning I considered them as people I had to impress, and I should show confidence and share mainly good news. Over time I learned to treat them more as trusted advisors, to ask their opinions. Most investors are experienced and before they invest in your company they have been involved with at least a couple of startups. They believed in you enough to make an investment so they want to help. This also creates buy-in, keeps them involved. Asking them questions keeps the communication flowing and, when you inevitably will face challenges and obstacles, this will help keep them on your side.

What’s next? Where do you see yourself and your business in 10 years?

In 10 years I expect both myself and Complyt to still be around, since we are only scratching the surface of this problem. We have a grand vision to become a global company that will provide solutions for companies wherever they want to do business. We want to provide them a solution that, as the name indicates, is a complete one. They can focus on running their business wherever they want to, all over the world, and we will take care of the compliance and taxation issues for them. Our message to them is “We’ve got you covered.”
I would also like to achieve a good work-life balance, I know it is possible (I’ve heard rumors from other founders :-)). Obviously the work of a CEO and founder never ends but I would still like to make time for my family. I believe that it was Bryan Dyson, former CEO of Coca-Cola who explained that of all the balls we juggle in life, a few, such as family and health, are made of glass. Being an entrepreneur and constantly seeking innovation are important but I don’t want to drop the ball on my family and on my wellness.

My journey has taught me that you never know where life will take you. I started with law and tried to avoid taxes, and look where I ended up. You should never automatically say no to new situations and opportunities that you encounter in life, try to give them a chance and see where they will take you.

Why B2B Startups need to invest in marketing, especially now

Blog Start-Up Tips

Being a B2B start-up is incredibly challenging, especially, in today’s volatile business climate filled with uncertainties. 

Budget allocation to support growth is a high-priority issue for B2B startups, and marketing is often the first place most businesses reactively cut back when the economy slows down. However, this is a misguided mistake. Any cut in spending will likely only impact short-term nominal savings while putting brands at a disadvantage heading into the bounce-back period (which will happen eventually). 

So how should B2B startups weather the storm of slashed marketing budgets and downsizing marketing departments and still maintain growth in the long run?

The Importance of Marketing for B2B Startups during a recession – 

To flourish as a B2B Startup, you must advertise your company by increasing brand recognition, generating leads, and driving sales. Otherwise, your business will quickly cease to exist – before anyone had a chance to care you existed in the first place. This holds true during a recession as well, although strategy and focus might shift to achieve growth.

Marketing is the growth engine of your Startup. And when you are fighting an uphill battle, you don’t turn off your engine. 

Somebody famous

Research repeatedly shows that during a recession, those who maintain or even increase their marketing expenses come out of the crisis faster and on top stronger. 

Here’s why:

  • Stand out: By continuing to market their products and services, B2B startups can differentiate themselves from competitors who may be cutting back on marketing.
  • Save on media costs: with competitors cutting back, the demand for paid marketing goes down. Good news for those still in the game who’ll benefit from negotiating fees with vendors and attaining lower media costs.
  • Reach new customers: Marketing can help B2B startups reach new customers who may be looking for solutions to the challenges posed by the recession.
  • Strengthen brand: By advertising and promoting their brand precisely during this time will significantly increase their chances of retaining potential customers’ attention and maintaining their strong brand identity.
  • Maintain relationships: Not only will this help them with their existing customers, but also with those who might not need their product or service now, but will need it in the future, and will remember the brand when that time comes.
  • Clean house: The slowdown is a chance to invest in improving existing marketing infrastructure. This could be anything from a website’s ‘face-lift’ in appearance, a slew of new engaging content, or “back of the house” improvements to the marketing tech stack such as Hubspot workflow automation improvement, deeper lead nurturing sequences, and more. 

Therefore, investing in marketing during a recession can be crucial for the survival and long-term success of B2B startups. The key is not to slash but to balance and optimize for reach, efficiency, and frequency considering short-term and long-term goals together, and your current position –


Cost-effective marketing for B2B startups during a recession 

Some cost-effective marketing strategies that can help your business maintain visibility while also attracting customers without breaking the bank:

  • Utilize social media: Social media is a cost-effective way to reach a large audience. Use platforms like Facebook LinkedIn, Twitter, and Instagram to share updates, promotions, and engaging content. This will help build your brand and connect with potential customers and provide them with valuable information about how your product or service can solve their problems.
  • Email marketing: Email marketing is an affordable way to reach your existing customers and keep them informed about your latest products, services, and promotions. You can also use email to provide valuable content that can help build trust and loyalty.
  • Referral programs: Offer referral programs to your existing customers to encourage them to refer their friends and family to your business. You can offer discounts or other incentives to those who refer new customers.
  • Partnerships and collaborations: Partner with other businesses that have a similar target audience to your own. Collaborating on marketing campaigns, events or other activities can help you reach new audiences and build your brand.
  • SEO: Invest in search engine optimization (SEO) to improve your website’s visibility on search engines. This can help drive more traffic to your site and increase the chances of converting visitors into customers.
  • Content marketing: As previously mentioned, a content marketing strategy that includes blog posts, videos, infographics, and other types of content can help educate your audience about your products and services, build brand awareness, and position your business as a thought leader in your industry.

Full stack marketing for B2B startups during a recession 

Full stack marketing

Beyond budgets, all of the above-mentioned strategies still require experience and skill upon execution in order to be truly worthwhile. For many B2B startups, this becomes the next big challenge – who will create all this wonderful brand awareness on a budget?

Many startups find the answer lies outside their company by using outsourced marketing services. There are several benefits of hiring an external full-stack marketing service if you are a B2B startup under financial strain:

Expertise: A full-stack marketing service has a team of experts with a wealth of experience in various industries. They can provide insights and recommendations on the best marketing strategies to help your B2B startup weather the recession and stand out from the competition.

Cost-effective: Hiring an external marketing service can be more cost-effective than hiring a full-time in-house marketing team, especially for a startup with limited resources. A marketing service can also provide access to specialized tools and resources that may be too expensive for a startup to invest in.

Flexibility: A marketing service can provide a range of services that can be tailored to your startup’s needs. This flexibility allows your startup to focus on its core competencies while leaving the marketing efforts to the service.

Faster Results: Marketing service hubs have the experience and resources to execute marketing campaigns quickly, which can help your startup see results faster.

Measurable Results: A marketing service can help you track and measure the results of your marketing efforts. This data can help you make informed decisions about future marketing strategies and investments.

Overall, hiring a full-stack marketing service can help your B2B startup navigate the challenges of a recession and emerge stronger on the other side.

So, what’s your battle plan?

Cybersecurity spotlight: Israel’s Top 15 industry influencers to follow

Blog Influencers

With a new year around the corner, now’s a great time to refresh where you’re getting your cyber industry news.

One of the greatest ways to learn about an industry is to hear insights from its top experts. 

And the cybersecurity field is certainly not lacking in experienced, knowledgeable specialists that can help you optimize your cyber strategy. 

New data from Momentum Cyber found that in 2021, cyber startups raised an unprecedented$29.5 billion in venture capital, more than doubling the amount raised in 2020. 

This flourishing industry will only continue gaining relevance and spotlight as the need for security increases. 

Luckily for you, we’ve gathered the top 15 cybersecurity influencers breaking new ground, so we can all learn from their experience and know who and what to keep an eye out for. Without further ado, these are the top cybersecurity influencers to follow in 2023: 

1. Assaf Rappaport

Assaf Rappaport, Co-founder and CEO at Wiz Photo: LinkedIn

Wiz is on a mission to help organizations create secure cloud environments by identifying and removing the most critical cyber risks. The company recently received a valuation of $6 billion, making it the fastest growing cybersecurity company to date.

For Assaf Rappaport, being Co-Founder and CEO at Wiz isn’t his first entrepreneurial rodeo. After his time as a software engineer in the IDF and as a consultant at Mckinsey & Company, he co-founded a cloud security company, Adallom, which was acquired by Microsoft in 2015. Now, Assaf is taking cybersecurity to new heights with the startup that everybody’s talking about

2. Dean Sysman

Dean Sysman, CEO and Co-Founder at Axonius  Photo: Fast Company

Enabling companies around the world to control complexity, Axonius’s cybersecurity management platform enables asset inventory, uncovers security gaps, and automates action. Founded in 2017, the company has received plenty of recognition, including landing on the CNBC Upstart 100 list and Forbes 20 Rising Stars.

Axonius’s CEO and Co-Founder, Dean Sysman, is a distinguished cybersecurity expert and entrepreneur. Not only has he been selected for the Forbes Israel 30 under 30 list and won the EY Entrepreneur of the Year Award, but he also previously founded another cyber company called Cymmetria that was acquired by private equity in 2019. Keep an eye on this one – we know we will!

3. Adi Sharabani

Adi Sharabani, CTO at Snyk Photo: silicon republic

If you’re in the world of cyber, you’ve likely heard of Snyk, the Developer Security Platform empowering developers and security teams around the world to build secure applications. With over 1,200 customers and $775 M in funding, Snyk is paving the cyber path.

Leading the company’s tech innovation journey is Adi Sharabani, CTO of Snyk. With various impressive experiences under his belt, including as CEO and co-founder of Skycure and leader of security for IBM software products, Adi provides the cyber expertise needed to continue pushing Snyk to the forefront of the industry.

4. Yuval Lazar

Yuval Lazar, Cyber Security Researcher at Pentera Photo: LinkedIn

Pentera’s state-of-the-art automated security validation solution allows organizations to test the integrity of all cybersecurity layers in real-time, at any scale. With a variety of awards under its belt and a recent $150 million C round, Pentera is the highest-valued company in its category.

Yuval Lazar, security researcher at Pentera, plays a key role in the company’s success and is a major player in the cybersecurity industry. She was named on the list of the “Top 25 Women Leaders in Cybersecurity,” and is sure to continue breaking new cyber ground in the future.

5. Lior Div

Lior Div, Co-founder, and CEO of Cybereason  Photo: Cybereason

If you’re looking for protection against future cyber-attacks from industry experts, look no further than Cybereason. Made up of minds from the military, government intelligence, and enterprise security, Cybereason has raised $664 million to date and answers pressing needs to protect against cyber and ransomware attacks.

Lior Div is the brilliant co-founder and CEO behind Cybereason. He received an IDF Medal of Honor for outstanding achievements as a commander and leader of an elite cybersecurity unit, and before Cybereason, he was the founder of another cyber company called AlfaTech.

6.Guy Tytunovich

Guy Tytunovich, Founder and CEO at CHEQ Photo: techbullion

CHEQ is paving the path for Go-to-Market security (GTMSec) with its groundbreaking solution that protects companies from invalid traffic. With over 14,000 customers around the world and an array of awards in their portfolio, CHEQ is sure to go places. 

Leading the company to the forefront of the industry is Guy Tytunovich, its Founder and CEO. Guy has founded multiple startups in the past, all along the intersection of cybersecurity, AI, NLP, and martech. He was driven to launch CHEQ in order to “safeguard the world’s leading brands through the use of new, cutting-edge technology.” 

7. Keren Elazari 

Keren Elazari, Founder of Leading Cyber Ladies Photo: HiCue Speakers

Founded in 2015, Leading Cyber Ladies is a movement that aims to achieve greater diversity, representation, and equality within the cybersecurity field. Leading Cyber Ladies hold various cyber meetups all around the world to provide opportunities for members to speak about their work, network with other women in cyber, and create a welcoming community. 

Keren Elezari is one of two co-founders of Leading Cyber Ladies, as well as a security researcher, distinguished public speaker, and industry analyst. 

Her op-ed essays and columns have appeared in distinguished publications, and her TED talk has helped shape the global conversation about hackers and their growing role in our digital society, making her a leading cybersecurity influencer.

8. Ilan Barda

Ilan Barda, Founder and CEO at Radiflow Photo: securitycurrent

Radiflow, a global vendor for Industrial Cybersecurity offers products and services to detect, monitor, and mitigate cyber risk in ICS environments. 

The company supports end-users and channel partners to provide a fully managed lifecycle of ICS cyber management solutions, such as cyber-OT risk assessments, automated cyber threat detection platforms, and continuous MSSP services. Founded in 2009, Radiflow has offices and partners in Europe, the USA, and APAC. Its field-proven solutions are deployed in over 7,000 sites around the globe.

Ilan Barda, Founder and CEO at Radiflow, is the mind behind this successful company, which has been granted several prestigious awards for its excellence. With years of experience in telecommunications and cybersecurity, Ilan, together with a talented team of security professionals and developers, has led Radiflow to new heights and continued success. The recent sale of a partial ownership stake in Radiflow to the Sabanci Group will allow Radiflow to expand its presence and solutions’ deployment in EMEA and the US.

9. Michael Bargury 

Michael Bargury, Co-founder & CTO at Zenity Photo: LinkedIn

Zenity, founded just a year and a half ago, is the first and only security governance platform for low-code/no-code applications. The platform creates a win-win environment where IT and information security can give business and pro developers the freedom and independence they want in order to continue pushing their business forward while retaining full visibility and control. 

Michael Bargury, co-founder and CTO at Zenity, is a cybersecurity expert who founded and headed security product efforts at Microsoft prior to launching this entrepreneurial venture. As leader of the OWASP community effort on low-code/no-code security and with 15 patents in the cyber field as well as regular blog contributions on DarkReading, Michael is the epitome of cyber innovators. 

10.  Amit Bareket

Amit Bareket, Co-Founder and CEO at Perimeter 81 Photo: smashing security

Perimeter 81 is a holistic, cloud-based solution and the world’s first Cybersecurity Experience (CSX) platform that radically simplifies cybersecurity. 

Founded in 2018, it allows organizations of all industries and sizes to support the immediate desires of digital nomads with a purpose—while still granting IT teams the ability to manage it all safely. 

Amit Bareket, co-founder and CEO at Perimeter 81, is an experienced cybersecurity expert with extensive knowledge in system architecture and software development. With multiple patents, an award from his alma mater, and previous entrepreneurial experience, Amit is definitely a cybersecurity expert to look out for.

11. Shaked Levy

Shaked Levy, Head of Cyber and Information Security Services at KPMG Edge, part of KPMG Israel Photo: LinkedIn

KPMG Edge, part of KPMG Israel, is a team of advanced tech professionals with extensive knowledge of cyber architecture and solutions. Through a combination of expertise and state-of-the-art technologies, they help businesses around the world meet critical challenges. Serving global powerhouses like, Microsoft, and Google Cloud, KPMG Edge is taking cybersecurity to a whole new level.

As Head of Cyber and Information Security Services at KPMG Edge, Shaked Levy oversees the organization’s creation and implementation of innovative cyber offerings. With extensive experience in the security and IT industry and several senior executive positions under his belt, Shaked is one of the rising cybersecurity stars on everyone’s radar. 

12. Itzik Kotler

Itzik Kotler, Co-Founder & CTO at SafeBreach Photo: SafeBreach

SafeBreach is the pioneer in breach-and-attack simulation (BAS), empowering organizations to be proactive about security by combining the mindset of a CISO and the toolset of a hacker. Having just closed its $53.5 million Series D funding in November 2021, SafeBreach plans to expand its market footprint to new geographies and evolve its offerings in response to client needs. 

Itzik Kotler is SafeBreach’s co-founder and CTO who has years of experience in the field and has been called “one of the finest minds in information security research and development.” Not only does he advance SafeBreach’s business and technological sharpness, but he is also a security researcher and frequent speaker at conferences.

13. Galina Antova

Galina Antova, Co-Founder at Claroty Photo: Forbes

Claroty empowers industrial, healthcare, and commercial organizations to secure all cyber-physical systems in their environments: the Extended Internet of Things. Backed by the world’s largest investment firms and industrial automation vendors, Claroty’s unified platform is deployed by hundreds of organizations at thousands of sites globally. 

Galina Antova, co-founder and Chief Business Development Officer at Claroty, is one of the world’s leading experts on OT cybersecurity. With unparalleled experience leading growth strategies to address the challenges of protecting against cyberattacks, Galina is one of the top cyber security experts in the field and an amazing person to look to for innovative inspiration.

14. Amir Jerbi

Amir Jerbi, Co-Founder and CTO at Aqua Security Photo: techbeacon

Aqua Security is the largest pure-play cloud native security company, providing customers the freedom to innovate and run their businesses with minimal friction. With a great deal of industry recognition and a $1 billion evaluation after their Series E round, Aqua Security is sure to continue skyrocketing and breaking new ground in cloud native security.

Amir Jerbi’s love for container technology is what led him to co-found Aqua Security, where he helps customers achieve the full potential of security for cloud native architectures as CTO. With more patents than you can count on one hand and years of rich experience in the cyber field, Amir is certainly someone to keep an eye on.

15. Boaz Gorodissky

Boaz Gorodissky, CTO & Co-Founder at XM Cyber Photo: xmcyber

XM Cyber is leading hybrid-cloud security posture management by enabling companies to rapidly respond to cyber risks affecting their business-sensitive systems. The company has received several industry awards recognizing the innovation and effectiveness of its solutions and has raised a total of $49 million since its inception in 2016.

Boaz Gorodissky is CTO and co-founder at XM Cyber, as well as a 30-year veteran of the Israeli Intelligence Community. In his previous role as Head of Technology, he re-organized and headed technology divisions and oversaw thousands of engineers and a large-scale budget. With such an impressive portfolio of experience, he certainly provides important insights into the field of cybersecurity.

There you have it. The cybersecurity industry is full of famous cybersecurity experts who are shaking up the game by leading with innovation and determination.

If you’re looking to stay sharp and up-to-date on all the latest and greatest goings-on in cybersecurity, make sure to check out these top 15 Israeli cybersecurity influencers on social media.

Because in general, social media influencing and cybersecurity do go hand in hand.

And if you’re looking to grow your business, bring in more leads, and establish yourself as a thought leader in your industry, consider partnering with a startup marketing agency like SAGE to help you gain an upper hand in your industry.

Creative storytelling: the competitive advantage of successful B2B companies

Blog Start-Up Tips

The great David Ogilvy is known to have said, “Within every brand is a product, but not every product is a brand.”

A brand is not a logo or a catchy slogan, as many people often think. A brand is a story. And just like good stories, it’s the way they resonate with the audience that creates the magic.

Your brand is the entire identity of your company, and although branding has always been a vital part of any successful business, in today’s cacophonic environment, you need to work much harder in order to stand out. Any B2B company that doesn’t have cohesive branding isn’t going to stay in someone’s mind for very long. 

Jerome Bruner, one of the most influential psychologists of the 21st century, found that we are 20 times more likely to remember a fact when it has been wrapped in a story, simply because a story triggers our emotions, helps us relate, and infuses an emotional connection. This is simply the way our brains work. 


Storytelling is hardly a new phenomenon. It is an integral part of the human existence. From early cave drawings to oral stories passed down from one generation to the other, to the formation of language and print, stories have always been a central core of the human experience. Hardly surprising then, that storytelling has always been the central pivot of good marketing. From print ads to TV commercials, every brand has a unique story to tell, and the way brands choose to communicate their vision and values shapes the way they are perceived.  

Yet too many B2B companies underestimate the power of storytelling in their B2B marketing strategies. Whether in cybersecurity, fintech or data analytics, more often than not, we see chewed up jargon wrapped in too many facts and data instead of creative, engaging stories. As Dave Harland notes, this commonly overused terminology does nothing for your marketing efforts. 

Recognize yourself in any of these “famous five”? 

  • Our automated/AI/ smart/agile/ technology
    (oh, as opposed to everyone else who is still drawing on cave walls. Phew!) 
  • We are experts/leaders/best in class/revolutionary platform 
    (good thing to differentiate yourself from all the others who are obviously amateurs…) 
  • The platform/solution/business you can trust 
    (now, think about who always says: “you can trust me” in movies. Yep, it’s the bad guy) 
  • We provide outstanding/groundbreaking/innovative service 
    (self-love is great, but let others be the judge) 
  • We are passionate about cybersecurity/big data/IT solutions 
    (Umm…maybe it’s time for a better life work balance? Be passionate about your partner, lover, or both. Your soccer team, your politics. Well… you get it)

Any B2B startup’s marketing efforts should first and foremost appeal to people’s emotions. That can only be achieved through the art of storytelling. Incorporating creative storytelling in B2B marketing gives your company a human feel, making it much more attractive, relatable, and memorable in customers’ minds. It serves to build a long-term relationship with your audience and turn them into loyal customers.

The irresistible power of storytelling is a strategic business tool, notes Harrison Monarth, a leading global marketeer and New York Times bestselling author. This is not to say that facts and figures are not important, but they alone will not create an emotional bond with your audience. Instead of hard selling through self-boasting tactics, B2B startups need to focus on the tremendous value that creative storytelling brings to their service or product, and how it will serve to build their brand.  Think of storytelling as the sum of all parts which will serve to:  

  • Communicate your values, engage, and forge an emotional connection.
  • Help your clients better understand your offering. 
  • Provide a competitive advantage that drives growth. 
  • Build a memorable brand. 

At Sage Marketing, we specialize in creative storytelling for startups in the fast lane. From creating brand names to developing your brand strategy and formulating captivating brand messaging, we do it all. 

Every great brand was once just an idea. What sets the best apart from the rest is not how good their story is, but how they choose to tell it. 

Tell us your story, and we’ll spread the word around.

8 Essential tips to get PR done right for your startup

Blog Start-Up Tips

As a business owner, you know that public relations is essential. But that’s easier said than done, right? After all, how exactly do you run a successful Public relations (PR) campaign for your startup?  

If you’re just starting, this guide to startup PR strategies has all the information you need to get started and essential tips to increase your chances of gaining media coverage.

PR can be a powerful tool for raising awareness of your company and its products or services, but keep in mind that it’s not something that will happen overnight. After all, PR is more than just press releases. It’s about establishing relationships with the right people who can help you spread the word about your brand and build strong relationships over time.

Marketing and PR – What’s the Difference?

There’s a lot of confusion about what marketing and PR are, and the two terms have been used interchangeably so much that it’s become almost impossible to tell them apart.

But what does marketing mean? And how does PR differ from marketing?

I like to think about Marketing vs. PR this way.

Marketing provides a holistic view of the company from different angles and through dozens of mediums. It helps you create a cohesive message for your brand by creating content that resonates with your audience at every stage of their journey. Marketing can be communicated through your brand identity, social media strategy, paid and organic ads, or dozens of other mediums.

PR, on the other hand, helps you communicate with your target audience through objective, third-party (and therefore trustworthy) sources like news outlets, blogs, or other content creators.

As Sarit Lamerovich, CEO and founder of Sage Marketing, says, “When a journalist writes about a company, it helps to shape image, build a reputation and is considered trustworthy. It builds brand validation, endorsement, and credibility. Your reputation is a sum of everything you do plus everything is said or written about you.”

So how does PR work? The obvious answer is writing press releases, securing interviews, and speaking engagements. But it’s not just about getting your name in the news (although that’s part of it); it’s also about telling the world who you are and what you stand for.

So how does PR work? There are press releases, interviews, and speaking engagements. But it’s not just about getting your name in the news (although that’s part of it); it’s also about telling the world who you are and what you stand for.

You can use a variety of mediums to achieve this goal: online media sites, industry groups, newspapers, magazines, YouTube, podcasts, and the list goes on! But no matter where you put yourself out there—whether through an interview or by sending out press releases—you need to have some sort of strategy in place before you start talking with anyone. 

1. Define your goals

A successful first step in your startup PR strategyis identifying what you want to achieve. After all, how will you know if it’s successful without a clear objective? Here are some questions below to help you define your goals.

  • Are you looking to increase brand awareness? 
  • Do you need to grow your share of voice (SOV)?
  • Do you want to get the attention of investors? 
  • Are you seeking exposure to your work environment?
  • Maybe you need to build trust by being featured on a leading content source. 

Whatever your reason for engaging in a PR campaign, those goals must align with all other aspects of the campaign. Ultimately, how you define success and your goals will impact the story you tell. The key is to define those goals before you begin to accurately determine how well the campaign meets them once it is completed. 

2. Know your audience

To start a successful PR campaign, you must define your audience, better known as your target market. This group of people will benefit most from your product, service or newsworthy item.

To find out your target audience, ask yourself questions like: What do these users care about? What motivates them? Who do they look up to in society? What media do they consume regularly, and where do they consume it?

Once you’ve figured out these answers, try getting to know them better by following their favorite Twitter accounts or Instagram influencers—anything that will help you understand their interests and desires will be valuable information for planning PR campaigns.

3. Make time for relationships! 

PR is so much more than just sending press releases or pitching stories, it’s about building relationships with journalists.t. You can start off by sending weekly updates on your company’s activities to journalists who cover relevant topics so they can use them in their stories.

It’s also important to remember that journalists are people like everyone else. They have interests, they have questions, and they have lives outside of work. If you want your pitch to be taken seriously, you need to show them that you understand their world as well as your own—and that means being human when you’re communicating with them!

4. Craft your message

Once you have your goals and target audience firmly in mind, it’s time to craft your story. To establish a successful PR campaign, you need to know exactly what message you’re trying to send. 

If your company is launching a new product or service and you have access to the right people in the media, it’s relatively straightforward. All you need to do is share the latest exclusive news so they can post it to their readers.But if this isn’t your situation (or even if it is), chances are that crafting messages for public consumption will require some hefty work.

A good place to start is by considering why this message might be helpful to your audience: 

How does it relate to their needs?

  • Does it provide information about something relevant in their lives?
  • Does it inspire them with an idea or two?
  • Will it impact their business in positive or more efficient ways?

Compelling messages build on the core elements presented above: they are relevant to your audience, specific and clear, easy to read and understand, and (most importantly) actionable. Overall, a successful message will help get your point across. 

5. Choose a target media sources

Now that you’ve done your research, it’s time to decide which publication is right for you. Remember, the goal isn’t just getting views on your story; it’s getting the views from the people who matter to your business. Choosing the target publications with the right audience is crucial.

Media relations professionals might consider local over national audiences, print over broadcast or trade over general media. Defining your media for your story can make or break your success.

For example, if you’re in retail, don’t pitch your story to a publication (digital or print) specializing in technology just because they have more readers than the fashion magazine down the street. It won’t help you reach your target audience and may even hurt your reputation as an expert in retail.

Also, keep in mind the kind of tone and style of writing used by this publication. If their articles are humorous or sarcastic, you might not be wise to approach them with an overly earnest pitch (unless that’s how your business operates).

Don’t neglect Podcasts –  Many of today’s mainstream podcasts are fresh enough to be accessible and interested in interviewing startup founders. That makes podcasts one of the best places to invest in PR efforts. We recently published a post titled – The best startup podcastsin 2022. Give them a listen!

6. Pitch your story 

If you have a great opportunity to pitch to an editor, the first thing to remember is that they don’t know you. They don’t know your company or your product. You need to give them a reason to care!

  • Use a PR pitch checklist (or template)
  • Be concise
  • Be clear and direct in your writing style
  • Personalize the pitch by including relevant facts about the publication and its audience—if possible. If not, don’t sweat it! Just make sure you’re clear and focused on each point so they’re not left wondering what’s happening with this weird email from someone they’ve never heard from before… Also, try being interesting/creative if possible! Two birds with one stone!

This leads me to the next point…

7. Follow up

Follow up with editors who have opened up dialogue with you about your story. How will you know if they’re interested in sharing your news if you don’t follow up?

Make sure to send a follow-up email if the editor hasn’t responded within 24 hours since you first reached out. In this email, recap the details of your initial pitch and ask if they have any questions or concerns. Most importantly, remind them of why you’re reaching out in the first place: to share your news.

8. Celebrate your wins! 

When running a PR strategy, it can be tempting to think that every press release should be a major story. But the truth is, not every press release needs to be a major story. When something goes well for your company, celebrate it! Spread the word about what went right so other people will want to work with/buy from/partner with you too!

In our experience, one of the best ways to do this is by writing an employee spotlight blog post about the employee who made the success happen. This type of blog post can be written in any style you like—you don’t have to follow any particular format—but we’ve found that highlighting employee achievements helps build up your brand and makes employees feel appreciated.


I hope this article has helped you better understand the PR process. Put these strategies into practice for your business, or reach out to us to manage your campaign; we’re always here to help take your brand to the next level.

If you want to learn more about how we can help you with your public relations needs, reach out to us anytime!

Inbound vs. Outbound marketing for B2B startups

Blog Inbound vs. Outbound Start-Up Tips

Like most things in life, B2B marketing is complicated. It is multifaceted, constantly evolving, and has many different categories and subsects. 

Of those, one common categorization is the discussion revolving around inbound marketing vs. outbound marketing. If you’re unfamiliar with the concepts, that’s A-okay; we’re going to delve into it.

What’s the difference between inbound marketing and outbound marketing?

Outbound marketing and inbound marketing are terms that describe the difference between whether your marketing activities proactively reach out to your customers (outbound) or focus on creating content that draws them in (inbound).

Due to its nature, outbound marketing tends to be more intense and wide-sweeping, while inbound is more subtle and focused on nurturing the incoming leads over time.

Both marketing concepts present their strengths and purposes for furthering a B2B company’s goals for brand awareness and lead generation. And although they utilize different tactics, they are often most effective when used in combination.

Source: CIENCE

Let’s work it out: Outbound

Outbound marketing was born first. This is what most people think of when they think of marketing – things like:

  • Newspaper ads
  • TV commercials
  • Radio ads
  • Direct emails

With the tech age came new, modern outbound tactics like:

  • Pop-up ads
  • Banner and display ads
  • Cold email marketing
  • Cold calling 
  • Social media outreach (mostly LinkedIn)

Outbound marketing “pushes” information to consumers in its target audience for the purpose of grabbing their attention and converting them to a lead.

In today’s oversaturated market, where each industry is awash with impressive competitors and a wide range of offerings for consumers, outbound marketing is an extremely vital tool for early-stage B2B start-ups to capture the attention of their target audiences, increase their brand awareness, and grow.

But, just like all things, there’s doing something, and then there’s doing something well. 

How do you make sure you fall into the latter category?

Conduct thorough research

The beauty of outbound marketing is that you get to choose exactly who you’re pitching to, especially with more pinpointed activities like LinkedIn outreach, cold calling, and email marketing. 

However, this means that in order to have high outbound success rates, you need to be methodic in who you target. So, be sure to conduct thorough research on your target audience, where they spend time online, their challenges and pain points, and what they’re looking for in a product or service like yours. 

Personalize your messages and customize your content

Not only will conducting thorough research help you choose the right people to pitch to, but it also means you’ll be able to properly customize your messaging to appeal to them. Why?

Because you will have taken the time to understand what makes them tick, what their pains are, and how your product solves that pain – and you will build your messaging to address exactly that.

A perfect example of this is account-based marketing (ABM), which is when companies pinpoint specific target audience members who are ideal potential customers and then conduct outreach to them with customized messaging.

ABM is a key piece of outreach that can ensure high-quality leads are being educated about your brand and entering the pipeline.

Analyze & adjust to optimize target personas

The final thing you want to make sure you do is analyze your results as you conduct your outbound and use those insights to fine-tune your target audiences and personas.

This is key because it can take time to pinpoint your perfect messaging, and it can’t be done without testing and analysis.

Unfortunately, some outbound results are slightly difficult to measure, but using A/B testing for activities like LinkedIn outreach messages and cold call scripts are a great way to overcome this.

Remember – outbound marketing is an excellent way to bring in leads from a broader audience and target potential customers, so long as it is conducted with tact and attention.

Integrating your outbound tools with your CRM can facilitate this by enabling you to create clean databases, funnels, and movement from outbound to inbound campaigns.


Diving into it: Inbound

As I mentioned earlier, inbound marketing is a strategy that involves creating unique, engaging content to entice potential customers to take an interest in your company. 

Marketers build their inbound marketing activities by combining various of the following materials: 

  • Social media posts
  • Email newsletters
  • Blog posts
  • Infographics
  • White papers
  • Polls
  • E-guides 

Unlike outbound, inbound marketing aims to gently, over longer periods of time, increase brand awareness, educate your audience about your solution, and nurture them into happy, paying customers.

Inbound is a fantastic way to organically (and cheaply) target relevant audiences and increase your potential reach, but only when done correctly. Here are best practices for inbound marketing:

Best Practices:

Be consistent

A major key factor to maintaining successful inbound marketing activities is to stay consistent

Publishing one blog post per year, one social media post every two months, and a poll when you feel like it is not going to give you the results you want. 

Build a social media Gantt filled with engaging content that focuses on your target audience rather than your product, hire a content writer to craft a blog or two each month containing highly ranked SEO terms in your industry, and quickly create a monthly newsletter in HubSpot to share exciting news and industry trends with your audience.

You can choose a variety of inbound activities, but whatever you pick, make sure that 1) you’re consistent with it and 2) that it provides real value to your audience. 

That’s another thing; don’t create content simply for the sake of checking something off your list – invest time and thought into it so that you really catch your audience’s attention.

Invest in a good CRM

Did you notice that I mentioned HubSpot

You’re gonna wanna have that, if you don’t already.

A good CRM is going to take loads of tedious tasks off your plate when it comes to executing your inbound marketing tactics.

HubSpot enables marketers to quickly build attractive, personalized marketing materials like newsletters, as well as keep track of incoming leads as they move through the funnel.

Know your customer

A last key tip to executing a successful inbound marketing strategy is to know your customers well.

Since inbound is all about drawing your target audience in, you need to know what their pains are and how your product solves them so that you can effectively grab their attention.

This includes knowing your ideal customer profile (ICP) and target buyer personas, which means researching the following characteristics:

  • Title
  • Role
  • Motivations at work
  • Skill set
  • Pain points 

Once you figure these out, you need to wrap that information in a beautiful, creative bow and put it out for them to stumble upon.

There’s no “I” in 360° Marketing.

Now that you’ve heard the differences between outbound and inbound marketing and best practices for each, I’ve got a secret for you – you can’t only pick one.

The most successful startups these days are using a combination of both strategies in order to build their brand awareness, fill their pipeline with relevant leads, and grow in their prospective industries.

If you’ve only utilized inbound up until now, it’s vital that you start incorporating outbound strategies. Mixing in some email marketing, cold calling, social media outreach, and ABM-based tactics will give your lead generation machine the boost that you’ve been looking for.

Remember: outbound enables you to bring in leads from a broader audience that you may have missed otherwise if only utilizing inbound.

And likewise, if you’ve only used outbound until now, there’s no time like the present to start mixing in some inbound.

If the prospect of tackling both inbound and outbound overwhelms you, consider partnering with a startup marketing agency that can do it for you.

This is SAGE GoHo’s area of expertise – combining both techniques with smart cross-marketing, omnichannel activities that can take your startup brand awareness and lead generation to new heights.

Sound interesting? Contact us to learn what Sage can do for your inbound & outbound efforts, or, schedule a short discovery call with one of our experts, it’s free:)

5 Essential Factors For Your Tech Startup Marketing

Blog Start-Up Tips

Whether or not you’ve noticed, it has happened to you before.

You’ve come across an interesting article, or an eye-catching LinkedIn post, or a friend mentioned a new company to you. Following your instinct, you clicked on the link, or the company’s profile, or searched the company on Google – and that tiny inkling of curiosity vanished as quickly as it had appeared.

Why? Because you landed on an outdated profile, or a company homepage that looks like it hasn’t been updated in 10 years, or started reading an article and noticed two grammatical errors in the first sentence. 

People are perceptive, and in order to function in a world where we are constantly inundated with profiles, articles, and websites, we have developed extremely efficient filters to hone in on the best of the best (and toss aside the rest). 

Luckily, I’m here to tell you how to survive the harsh judgment by telling you the 5 must-haves in B2B startup marketing, so you can be sure to set yourself up for success.

1. Updated Website

Where to begin other than the pinnacle of a company’s presence on the world wide web? Their website. 

A website is where someone goes to find out more information about a company; when they were founded, what their mission is, what they sell, the list goes on. 

On a technological level, websites are an incredibly important marketing tool for lead generation. So, the information you display on your website and how you display it is vital. 

If your SaaS startup marketing plan doesn’t include a website with impeccable UI/UX design and call-to-action (CTA) buttons in all the right places, you’re missing out on the opportunity to begin the process of nurturing your site visitors and converting them into customers.

And, despite what some people say, looks DO matter. 

Landing on an outdated website (you know, the ones that look like they came straight out of the early 2000’s) is a major deterrent.

So when creating your website, be sure to invest in excellent UI/UX

2. Social Proof

Another marketing mistake startups often make is lacking social proof across their website and social media channels.

Testimonials and case studies of satisfied customers may seem like a take-it-or-leave-it option, but in reality, these are extremely powerful tools to persuade customers to try your product.

It takes a special type of consumer to purchase a product if it has no reviews. Why would someone take the risk of paying for a subpar product or service when they can find the same exact item with plenty of raving reviews? 

They probably wouldn’t. Which is why you must invest time and energy into gathering testimonials and conducting case studies on pre-existing customers that are satisfied with your product and are willing to vouch for your startup’s reliability and product quality. 

Plus, testimonials and case studies can also be used as engaging content to distribute through your various channels (social media, startup marketing campaigns, newsletters, etc.), making it a win-win.

3. Use Your Competition

So – you’ll make sure that your B2B startup marketing strategy includes an extremely user-friendly, updated website with a plethora of CTA’s and incredible social proof. What next? 

As discussed in a different blog, startups are usually swimming in an extremely fierce ocean of competition. 

And yet, working at a B2B startup marketing agency, I don’t have enough fingers on both hands to count how many times my clients have insisted that they are way better than their competitors and brushed them aside.

This right here is mistake #3. 

It’s great that your product or service outperforms your competition, but that doesn’t mean you can pretend that they don’t exist. 

If you underestimate your competition, you remain ignorant to the options your potential customers are comparing to your product. And while ignorance is bliss, this kind of bliss doesn’t make money.

Use your competition to your advantage – study what works for them, what doesn’t, and use it to inform your B2B startup marketing strategy.

4. Consistent Branding

Another marketing mistake startups often make is having inconsistent branding, or no branding at all.

Creating a brand is no simple process, sure, but it is one that is well worth the time and money. Why? 

Because a company’s brand is a company’s story; their why. And in order to stand out amongst the competition, your startup must tell a compelling story that draws in your audience and sparks their interest.

Without this captivating story being told consistently across all marketing materials and platforms, you risk losing and even confusing current and potential customers.

5. Social Media

The fifth most common tech startup marketing mistake is underutilizing social media.

Similar to a website, social media has become one of the predominant marketing tools in the B2B world.  

From LinkedIn outreach to sponsored ads to good old organic content, social media has become a serious lead generation instrument in the orchestra of a marketing plan.

Even if you don’t have the bandwidth to utilize social media to its fullest potential, you should be sure to at least upload a post here and there to let customers know that your startup is alive and well. 

Better yet – hire an agency with expertise in SaaS startup marketing that can cover all your marketing bases for you, social media included.

Check out our website to learn more about what services SAGE offers to the leading B2B tech startups.

What is B2B brand positioning, and why does it matter?

Blog Branding

Brand positioning in tech marketing is no differentto any other kind of branding. It is the story about your company, product, or service, which sits firmly in people’s minds and is made up of many different elements. The way people perceive your brand directly impacts on your value. 

Contrary to popular belief, a ‘brand’ is not your logo or a clever tagline, it’s how you are wholly perceived by your audience. When it comes to building your B2B brand awareness, competitive positioning is the key to creating differentiation. Setting your product or service apart is a critical factor in the ‘seize or decease’ of a very competitive market. The main goal of an effective B2B positioning strategy is therefore to influence consumer perception by effectively communicating your brand’s advantage over the competition. 

In their classic book “Positioning: A Battle for Your Mind, Jack Trout and Al Ries stress the importance of reversing communication with your audience. Instead of communicating the advantages of yourproduct or service, effective B2B competitive positioning turns matters inside out and searches for the solution to the problem not inside the product, but inside your customer’s mind. “Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect.” (Ries & Trout, 2001)

Tech start-up branding and effective positioning are no different, you should always remember that your audience relates much better to solving their pain rather than obtaining a gain.

How do we know what already exists in people’s minds?

Each one of us holds in our mind countless products and services which we subconsciously organized into categories and associated brands. Good positioning is the ability to tap into the existing connections that already exist in your customer’s mind. 
Let’s demonstrate this with an example: think of everyday things we all use, like clothing, cars, and food. What comes to mind? most likely the big brands associated with each category. For example, when you think of chocolate you’ll probably think of Godiva, Lindt, or Hershey’s. If asked about cars, you’ll name Toyota, Mercedes, or Ford. 

Leading the category

But what If I asked you to name an electric car? Tesla will probably be the one to spring to mind, and I’ll bet you’ll also be thinking of its founder, Elon Musk. 
Back to positioning – Elon Musk is not Tesla’s founder, Martin Eberhard and Marc Tarpenning are. They founded Tesla motors long before Musk onboarded the company, yet most of us attribute the Tesla brand to him. This is just one example of great positioning! Tesla is now a household name. But if you try and think of another electric car brand, it may take you a while. Just as if I asked you to name the tallest mountain in the world. Most everyone knows it’s Mount Everest. But what about the second-tallest mountain in the world? Not many people would know.
You get my point. Nobody cares about the second. 

Another great example of owning a category is kleenex. “Pass me a Kleenex” simply means pass me a tissue but owns such a powerful position that its name is synonymous with a tissue, just like Band-Aid is with a plaster. When your product or your company’s name becomes a generic description of the product you sell, you have won the positioning game and locked down your spot in the mind of the consumer. That’s easy. 

But what if you are not the (lucky) first in the category? 

It simply means you must try harder.

Does that ring a bell? It probably does, since it’s one of the most iconic examples of a brilliant positioning strategy employed by Avis. Back in the early 60s, the leader and king of the rental car category were Hertz, who dominated the market unequivocally. Avis needed to come up with a positioning strategy that would take on the category leader. Rather than aiming for second place, they chose a different approach.

Their positioning was as simple as it was genius: “We are only in second place, and that’s why we try harder. When you’re not the biggest you have to.”  Avis’s positioning paid off, literally.

So, when you think of your company or product, tap into what people have in mind, and find your unique value proposition to position yourself on the ladder. By ladder I mean look at the category you’re in and where you fit in. A ladder might be organized by price, velocity, or customer satisfaction. 

How do I use the ladders to effectively position my product or service?

You can invest all your time and money trying to climb to the top and dislodge an established brand, or you can implement creative branding and relate your brand to a leading company using the powerful tool of associative psychology. 
Another great example is the 1996 Daihatsu Hijet MPV Ad:

To successfully position your product or service in the mind of the consumer, you need to find a specific position – a niche. A great example is the wildly successful ‘Dollar shave club’. Their name alone beautifully demonstrates their unique value proposition: cheap, affordable, and convenient. Up against the market leader Gillette, they positioned themselves as a cheeky alternative which is more relatable and appealing to the younger generation.  

How to create an effective B2B market positioning strategy?

1. Determine your company’s uniqueness by comparing it to competitors

2. Identify the current market position

3. Do a competitor positioning analysis

4. Develop your positioning strategy

The different types of Positioning Strategies: 

  • Product-centred:  Associating your product/ service with attributes of a certain beneficial value
  • Price-centred: Associating your product/ service with competitive pricing
  • Quality-centred: Associating your product/ service with high quality
  • Application-centred: Associating your product/ service with a specific use
  • The competition centred: Making consumers think that your product/ service is better than that of your competitors

Let’s have a look at the chocolate industry as an example: 

Creating a perceptual map in market positioning

When looking to position your brand, a perceptual map should be created to show consumer perception of the different brands you’re up against. Outlining this map will allow you to position your competitors and find your unique value proposition in the market. You can find free templates for creating your perpetual positioning map
The great value of perceptual mapping is in the visual impact it provides. 
If you’ve ever come across Scot Brinker’s MarTech 5000, then you know the B2B SaaS market is exploding with solutions. That’s great news for consumers, but less so for sellers. 

After positioning yourself and choosing your unique value proposition, you now have the complex mission of communicating with your target audience. 
Remember– a promise needs to be fulfilled, and your positioning will determine your brand’s entire look and feel from now on. Establishing your brand in the minds of your customers will take a long time and can only be done through consistent performance and communication. 


B2B brand positioning is undoubtedly one of the most important elements of creating your brand and an absolute must for launching a successful marketing strategy aimed at growing your business. Done and executed professionally, it has a long-lasting effect and easily outweighs any quick gain advertising campaigns.

5 new ways for startups to bits engagement on LinkedIn in 2023

Blog LinkedIn Start-Up Tips

With new social media channels emerging daily, LinkedIn marketing for startups is still one of the leading business platforms. So how do you gain the most bang for your buck? Read more for my top 5 tips.

Once upon a time, LinkedIn was all about your next high stake job. Some used it for networking, to engage with specific people they had no other way of accessing directly.  But LinkedIn has evolved, the company page features have grown substantially and it has become an important outlet for brands to connect directly with their ideal audience. Now more than ever, startups are utilizing LinkedIn for everything from strengthening their brand identity to interacting with potential customers and attracting new workers. 

Which practices should you use to increase engagement on LinkedIn in 2023? Whether it be for your company or personal profile, this is what you can do.

How Can Startups Boost Engagement on LinkedIn in 2023?

1. Don’t Make it About You

One common mistake that can be found in most LinkedIn posts (heck – we have all done it!) is to focus on how wonderful we are, and how great our product is.

Instead, the correct focus should be: “What is in it for my intended audience?” 

“What nugget can I offer to solve their pain point?”

“What feature of the product matters to them?”

Changing the focus and writing from this mindset will increase engagement on Linkedin and create genuine interest with your ideal clients. 

2. Keep it Real

We are all tired of the same old self-promotional content. This post by Ben Zlotnick does a great job of showcasing reality versus LinkedIn’s exaggeration: 

This post went viral since everyone who read it felt the kernel of truth it portrayed. When you devise your strategy on how to boost engagement on Linkedin, plan your posts to be real and relatable.

3. Flex Your Storytelling Muscle 

I can’t emphasize enough how important a “story” is. In the words of New York Times best-selling author and researcher Brene Brown in her book Rising Strong

“We’re wired for story. In a culture of scarcity and perfectionism, there’s a surprisingly simple reason we want to own, integrate, and share our stories of struggle. We do this because we feel the most alive when we’re connecting with others and being brave with our stories – it’s in our biology.”

In my experience, a good story will typically capture more attention in the feed than facts or tips. A captivating story will help your audience connect with you, and your post will gain more traction.
Whether it be a before-and-after story, or turning a question your client asked into a LinkedIn post – you can harness the power of story to grow your audience and engagement.

4. It’s a Social Media Platform  

Though your company page or personal profile is a great place to share your blogs or whitepapers and discuss technical issues related to your company, please remember, it’s a social media platform.

Keep it fun! Let people see the vibe at your office. Is your office pet-friendly? Share pictures of your four-pawed friends.

Holding a weekly happy hour? Take a short video of it – and invite your audience to tune in next week for a live toast.

Let your audience and potential future workers get a feel for your company’s atmosphere.

5. Increase Linkedin Post Views

Is your post going viral or is it toast?

Let’s dive into the LinkedIn algorithm for a moment. It’s quite straightforward, the more likes and especially comments (and shares) your post receives in the first hour – the “Golden Hour”, the more LinkedIn expands the circle of people that are presented with your post in their feed. 

When the second “circle” gets good engagement, LinkedIn will continue to expand the circles of people who are exposed to your post.

Here are a few Do’s to help your post in its Golden Hour:

  • Timing – post when your followers are online 
  • Encourage engagement by asking a question or by using a CTA
  • Response – be available to respond to anyone who engages with your post

So these are my key five ways to boost your companies’ social engagement on LinkedIn, I hope this helps increase your LinkedIn post views in 2023.

If you find you are struggling with getting your message across, Sage would be glad to help set you apart from the crowd, contact us to learn more!