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B2B tech marketing, written by people who ran it

Demand generation, product marketing, and marketing leadership for tech companies with complex sales cycles. Every article ends with a step you can take this quarter.

Featured · Demand generation

Demystifying ABM. Was it intentionally made confusing?

Account-based marketing is a sequencing problem. Choose the accounts, match effort to account value, and agree the scorecard with sales before you buy a tool.

Petros Tritsinis · 8 min read
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Demand generation

Demystifying ABM. Was it intentionally made confusing?

Account-based marketing is a sequencing problem. Choose the accounts, match effort to account value, and agree the scorecard with sales before you buy a tool.

Petros Tritsinis · 8 min readRead
Demand generation

How to build a target account list that sales will accept

A target list only works when sales helped build it. A method to select, tier, and approve accounts before you spend on campaigns.

Petros Tritsinis · 6 min readRead
Demand generation

How to measure marketing when the sales cycle runs longer than a year

Last-click leads mislead in long enterprise deals. Track account progress, buying committee coverage, and opportunities created instead.

Petros Tritsinis · 7 min readRead
Product marketing

How to position a technical product for a buying committee

Each seat on the committee asks a different question. Build one positioning that answers the technical buyer, the budget owner, and the executive sponsor.

Petros Tritsinis · 7 min readRead
Product marketing

How to launch a B2B tech product in a new country

A launch fails when messaging, sales material, and the website are ready on different days. A readiness check to run before the date is set.

Petros Tritsinis · 8 min readRead
Product marketing

How to write product pages that enterprise buyers finish reading

Feature lists do not close deals. How to translate technical capability into business outcomes for the people who sign.

Petros Tritsinis · 6 min readRead
Marketing management

How to audit a B2B tech website that does not produce pipeline

Most weak websites have a positioning, structure, or conversion problem. Find which one it is before you commission a redesign.

Petros Tritsinis · 7 min readRead
Marketing management

How to tell whether your tech company needs a marketing makeover

More campaigns cannot fix a weak foundation. The signals that positioning, website, and sales material must be rebuilt together.

Petros Tritsinis · 6 min readRead
Marketing management

How to run marketing in a new export market without a local team

Selling abroad starts with sequence. Adapt messaging, channels, and proof for each market, and decide what stays central.

Petros Tritsinis · 7 min readRead
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