Trying to understand the marketing technology landscape

MarTec 2015 Marketing Technology LandscapeScott Brinker has published his 2015 Marketing Technology Landscape. The landscape is shocking/impressive. It is an almost 2 fold increase in the number of companies from the 2014 landscape. Understanding the changing marketing technology landscape is interesting for companies entering the market, for marketers choosing technology and for investors. John Hurley’s piece for Radius is a great start to understanding this market. (I also loved that I found Influitive, LookBookHQ and Vidyard  on one of John’s images for demand generation).

MarTec landscape is growing

What is happening in marketing technology?

  1. The market is growing
    The number is probably greater than the 2x increase in companies that are listed in the landscape. There are a large number of solutions available to customers. There is vertical segmentation by provider activity (analytics, events, e-commerce); there is additional segmentation by customer size or data volume (small business, enterprise). More people doing things online means more opportunity for tools to reach them and capture their attention. Internet advertising is set to increase between 21.5% (mobile) to 23.8% (Internet). It is incredible growth that is trailing adoption.
  2. The lines between marketing and advertising technology have blurred
    Marketing and advertising technologies are blurring. The transition to a digital, always on, always connected panopticon has allowed a blending of the techniques and technologies between advertising, marketing, CRM and other industries. The focus of marketing is shifting from communications to understanding and delivering the customer experience. The goal is to get closer to understanding what behaviours, content and tools allow companies to reach and engage their audiences and generate revenue. As this moves closer to making real-time decisions about predicting customer behaviour, it feels more and more like the DSP of ad tech in particular the DMP allowing companies to use their internal data and tools to build behaviour segments possibly based on a customers location in the sales funnel.
    Benedict Evans - Mobile is Eating the World - More time spent consuming mediaImage from Benedict Evans: Mobile is Eating the World Oct 2014
  3. Sales funnels are compressing
    The sales funnels are being compressed by technology. Customers are able to move through very quickly. And the desire of marketing groups is to show strong attribution of customer behaviour to purchase. This is the holy grail. And it is about to get worse as e-commerce players add customer acquisition and attention capture tools. You can see the pending battle for where customers spent their attention. With Alibaba, Facebook, Rakuten and Amazon all building different parts of the customer purchasing and attention stack. Customers are able to make purchase in a tweet, timeline, maybe an ebook in Viber, etc. It is about being able to provide potential customers the opportunity to complete purchase in the appropriate channel when they are ready.Being able to better understand customers and customer behaviour and the likelihood to purchase in real-time will be critical to marketing departments. But it will be the conversations between people that matter most. The people that have a problem that needs to be solved, the people that have solved problems using your software/service. It is tools that build trust and increase the connectedness between customers are quickly becoming most important. This was a big bet at Influitive in 2010, and it seems more and more having a strong, honest, viable community of customers is the best thing for any company.
  4. There are multiple big acquirers across multiple industries
    The market is extremely fragmented. Fragmentation is not a challenge in a market with no incumbent leaders and with the spend increasing at >20% CAGR. It is likely that we will continue to see more companies, new technologies and evolutionary improvements, basically, it’s a crowded space and it’s going to get more crowded.The technology is changing quickly. New technologies are being adopted at all points along the stack. These changes and the situational awareness of optimal uses has made it very difficult to have a robust understanding of the marketing technology landscape, the technologies and customer needs. It also means that there are a large group of varied companies that continue to look to fill gaps in their customer base, their technology stack and in capturing attention (think social media, messaging, etc.). For a startup, there is a need to spend time with the investment banks and boutiques like LUMA Partners to make sure you are aware of how potential acquirers are thinking about the landscape and to make sure that you are part of the conversation.

    [slideshare id=14347180&doc=strategicbuyerlumascape9-19-12-120919114611-phpapp02]
    There are other players that are consumers of the technology that are looking for advantages and tools for reaching, engaging and connecting their customers.
    Benedict Evans: Mobile is Eating the World - Tech is a small industry
    Image from
    Benedict Evans: Mobile is Eating the World Oct 2014

  5. Community is important

    “if we want to know the truth about your products, we’ll find out from one another”

    Doc Searls & David Weinberger

    It will be amongst others of our tribe that we find the answers to what pieces of this puzzle work. In what situations did you use this or that? Writing, connecting in person, sharing, attending events and meeting others interested is one of the best ways to learn. The way we move beyond being cattle, something thing that consumes only to be used for our by-products or meat, is to realize the conversation is ours. People aren’t just consumers, they are people. And supporting a community of individuals is more than just marketing. Don’t believe the hype.

I love this space.

Marketing Technology Landscape

Marketing Technology Landscape by Scott Brinker @chiefmartec

Scott Brinker provides a must read summary of the 5 meta-trends that underly most modern marketing.

  1. The great digital migration of marketing (and business).
  2. The convergence of paid, earned, and owned media.
  3. Customer experience as the core of marketing.
  4. Rise of the creative/marketing technologist.
  5. Agile marketing management.

The post lays forth a strong foundation for marketers and investors looking at understanding the competitive landscape of different offerings. Interestingly as a practitioner it also provides a great summary of the tools available to enable potential tactics. There are a few logos and companies I think are missing in the landscape, for example, Calls section is missing Twilio and Voxeo/Tropo. And the diagram is missing the entire SMS marketing enablement which are both part of the breakdown of VoIP and SMS through programmatic APIs. I am also trying to figure out where in the list to put InfluitiveCustora, TotangoSpinnakr, Bloom Reach and a few others. It is an amazing list. There are a few new companies that I need to check out and learn more about.

Thanks Scott!

Scotch tape, safety pins and spaghetti – SMB marketing automation

CC-BY-20 Some rights reserved by gotosira
Image courtesy of gotosira Attribution some rights reserved

I was talking to a friend who runs a >10 person distributed professional services firm. He was looking for better tooling to automate his customer processes. He had recently dropped Salesforce, not because it was too much or too expensive, but because the configuration and usage was too complicated for his non-enterprise sales staff. We’ve been talking about his constraints and what he’d like the software to do.

It is part CRM, part project management, part marketing automation. Similar to the “Poor Man’s CRM“.


  • Must access the FreshBooks API – All client billing is done in FreshBooks. It works. His staff is familiar. It is easy enough to send, track and account for with FreshBooks. They are not replacing this.
  • Preferably cloud based.
  • Must work with Microsoft Exchange email.
  • Costs <$150/person/month – this is an all in cost. However a preferred cost is $6000-12,000/year.
  • 20,000 contacts
  • 5,00 active clients
  • Prefer commercial offerings to custom development, and modify workflow to fit new processes.

Work Flow

It’s a pretty standard workflow. From lead capture to opportunity identification. The opportunity is defined by multiple stages, each stage has a series of tasks that usually result in an email being sent or a web form needing to be completed or a signed document. The workflow is pretty linear with clearly defined actions that move a opportunity through each stage of the engagement.

The majority of the business is referrals and business developers sourcing leads (50%). New business from existing clients (30%). And the remaining 20% is from web contact forms.

Possible Solutions

We’ve been talking about both CRM and marketing automation solutions, particularly those that are able to match both an organization or a person to their FreshBooks contact information. The goal is to be able to show outstanding invoices before a new project kicks off.


Web Forms & Electronic Signatures

Email Automation

Scotch Tape, Safety Pins & Spaghetti

I keep leaning towards solutions I have used in the past. But I think they are not the right fit, given that I’m going to have to automate a number of webhooks using Zapier or itDuzzit, which are amazing, but the complexity scares me given the friend. It’s starting to feel like my advice is going to end up with scotch tape and safety pins holding together a spaghetti of web services.

I have no idea if it is the professional services aspect, or the hand off from lead generation to sales to project management. Maybe it is because of the FreshBooks integration (which I have never done). But I’m unclear about what the best options are. I keep finding more interesting solutions. Maybe it is that the past 3 years I’ve been deeply immersed in inbound activities for SaaS offerings that makes me drool over HubSpot and Performable. But I’m just not sure where to go from here.

Thoughts? Guidance on where to look next? I’m stuck.


Marketing Automation Startups

Marketing technology, if you believe the infographics and Gartner, that marketing will spend more on technology by 2017. There are an incredible proliferation of new tools available to marketers and product developers. Here is a short list of the tools that I have been evaluating for automating different parts of the marketing process.

  • Totango – Trial conversions and user engagement.
  • Portrait Sofware – Predictive analytics on best next action and behavioural customer segmentation.
  • Custora – Behavioural segmentation and analytics for retail customers.
  • – It’s like Rapportive for new customer signups.
  • The Sunny Trail – It’s like Rappportive for new customer signups.
  • Spinnakr – Custom target content based on behavioural analytics.
  • RJ Metrics – Hosted analytics.
  • Retenion Science
  • HubSpot – CRM/Marketing Automation
  • Spark by Marketo – Marketing Automation for SMB
  • Pardot – Marketing Automation

A combination of Pipedrive CRM System and HubSpot for the CRM (I just love the stage view for Pipedrive, it’s like Trello or Asana for sales) and then adding Intercom or The Sunny Trail and Spinnakr for specific situations.

What marketing automation and customer engagement tools are you track?

Social Media Monitoring Tools

The folks at KISSMetrics and oneforty have co-produced a great infographic about Social Media Monitoring Tools. Great to see my friends BackType, PostRank, HootSuite and Radian6 mentioned. The guys at Lymbix need to do a little more work acquiring customers with TweetTone, maybe next year. There article ended with some interesting observations about the Social Media Monitoring marketspace including:

  • Relationship with vendor was noted as the least important factor in selecting a social media monitoring tool, while metrics were seen as the most important. Why do you think that is?
  • The vast majority of people said their budget for a social media monitoring tool was less than $500/month. Many tools start at $500/month. What ways can social media professionals prove the value of their efforts to get more budget for measurement/management tools?
  • Most people responded with indifference toward their choice of a social media monitoring tool – 60.1% said it was “okay” and that they’d try something different if it came along. What features would your ideal social media monitoring tool include? If you’ve already discovered it, which one is it and why?

Social Media Monitoring Survey by KISSMetrics & oneforty
From What are the best social media monitoring tools? or download a high resolution PDF

Building communities, not products

Photo by Lawrence Whittemore
Photo by Lawrence Whittemore

I’ve been feeling a little rusty this week. I received feedback that my focus of the past 5+ years on community and evangelism was not necessarily a benefit to an early-stage technology company. This came as a shock as I had to justify and rationalize the past 9 years that I’ve lived in Toronto and why I have been relentless about the need to build a stronger ecosystem and community in Toronto.

I moved to Toronto in November 2001. I had left Austin, TX in July 2001 after spending a great few years working at Trilogy Software and at Reactivity Inc. I had spent the previous years doing interaction design, presales, and product management for a sales force automation company and then for early-stage and pre-product clients at Reactivity (this was before the transition from startup accelerator to a product firm aka the XML firewall company that was sold to Cisco). I worked with more than 15 clients including, AllMyStuff,, Zaplet, MetalSite and others. It was a great time, I learned a lot about small teams, venture funding, and how to effectively build products for undefined markets, undefined customers, and undefined budgets.

When I moved to Toronto there was (and continues to be) a very strong agency culture. There were firms like Cyberplex, BlastRadius, Organic, JWT, ModemMedia, MacLaren McCann, Critical Mass and others. There was a hub for this community with Spadina Bus, TechSpace and AIMS. The problem was there wasn’t a strong Internet application or product culture. I wrote about my investigations looking for TO software companies part 1 & part 2.

As part of the return to Toronto, my spouse started her optometric practice. One of the requirements of the financing to get this off the ground was that I get a regular paying gig. And then strangely September 11, 2001 happened. I took a job working at CIBC in the Retail Markets group as the lead Usability Consultant. I lasted about 6 months at CIBC, big corporate culture was not an environment where I thrived. I found a gig at Ryerson University rolling out the self-service component of their Human Resources Management System. Turns out my first recommendation was to scrap the Oracle 8 Forms based application in favour of new HRMS selection and patching functionality in the existing system using web applications. It looks like the front end of the applicant tracking system I built is still running 5 years after I left (if you’re curious the system built using Fusebox 3.0 running on Coldfusion 6.x against Oracle 9i on Windows Server 2000/2k3). This was as close to product I got until about 2005.

In 2005, I decided I really wanted to be back in the startup game. There was a flurry of activity and events in Silicon Valley, Seattle and Boston that were attracting my attention. I thought I would benefit by replicating the ethos and DNA of these communities in Toronto — see my post on TorCamp. This was the beginning of DemoCamp, StartupNorth and my attempt to facilitate a community of like minded individuals in Toronto doing great things. Did you know that I met Jay Goldman, Jon Lax, Geoff Teehan, Leila Boujnane, Reg Braithwaite, Mike Beltzner, Mark Surman and others at the first BarCamp Toronto?). At the bar after the second day of presentations, hacking and meetups, Albert Lai and I hatched a plan to do a lighter weight monthly gathering modeled after DEMO where entrepreneurs and developers show what they’ve been working on, aka DemoCamp.

And I started thinking about the role that community plays as the framework for making Toronto a stronger ecosystem for software, Internet, mobile startups. I was trying to build my own future. I was trying to create a strong, dense community of companies where designers, developers and entrepreneurs can find employment, inspiration, a sense of belonging. Why? Well this is what I was missing. But it meant that I stepped back from representing a single company or a single product. My role was to build a stronger community. John Oxley and Mark Relph at Microsoft understood this mix of community, product, technology and rabble rousing.  They took a chance and hired me. This allowed me to focus on helping to enable a stronger community. And my particular focus has always been startups, early stage technology companies, etc. It required me to take a role in evangelism marketing. To continue to be a social media enabled and facing presence in the community. To host events and continue to identify, nurture and develop influencers particularly in the unfriendly to Microsoft community.

So it was funny this week to hear from someone in the industry that I respect deeply make comments that my product abilities are substandard and describe the focus of the past 10 years as counter productive to my career. It brought up a lot of personal turmoil about past decisions. And generally it has left me thinking about my role in the community versus my career as product builder. I started all of this community activity because I wanted to build emerging technology products in Toronto. There wasn’t a strong community of product builders and entrepreneurs (or I couldn’t find this community in Toronto). I think there is a much strong network of entrepreneurs, developers, designers, funders and others that have emerged. StartupNorth and TechVibes provide local coverage of events and activities. There are world-class startups like Dayforce, Rypple, Idee,, Kontagent, CiRBA and others.

But I think it’s time for me to focus on building a company and products again. To shake off the rust of the past 9 years. And go deep on the product management, design and customer development needed to design, build and ship a world-class product. It leaves me wondering about my pedigree which 9 years ago I thought was stellar: Waterloo, Carnegie Mellon, Trilogy, and Reactivity (an Accel funded startup with spinouts funded by Kleiner Perkins and Sequoia). I get it, this was a lifetime ago. But really have I gone from being an asset to a detriment? And what do I need to do to change this perception. Time to focus on my career and not the community for the time being.

Engines for Massively Scalable Growth

Reposted from my StartupNorth post.

I was excited to attend MeshU (maybe a little too excited). I love it when events over deliver. MeshU was a fantastic conference. I saw two of the best in-the-trenches startup sessions with Sean Ellis and Dan Martell. They both presented ideas that are changing how I think about product design and go-to-market activities. April Dunford then added an updated framework for product marketing which was a great evolution of traditional product marketing. Sean Ellis added his model for Key Elements of Massively Scaleable Startups that presented a new idea of the marketing basics that need to be present for high potential startups.

Elements fo Massively Scalable Startups - A Marketing Framework based on work by April Dunford & Sean Ellis

The breaking down of 4 elements coupled with traditional strategy and tactics make for a very effective marketing evaluation of most startups.

Gratification Engine

The Gratification Engine was a new piece of the marketing activities. What differentiates must have products and services? How do you reward your customers? How does your application turn “cold prospects into highly gratified customers”? This is a change in my thinking about the role of making your users feel like rockstars.

“you can’t force customers to want, need or like what you have created. Building an effective gratification engine is an iterative process driven by a lot of prospective customer feedback. Once you get the basics right, your process of gratifying users can be optimized with tools like Performable for landing pages and KISSmetrics for full funnel tracking/improvement (I’m an advisor to both).” – Sean Ellis

It builds upon seminal work of Kathy Sierra about engaging users. The Gratification Engine pushes this out beyond the existing experience but treats the conversion and effectiveness of new users.

Making a Bestseller by Kathy Sierra How fast and how far can you take your users? by Kathy Sierra
How Fast and How Far Can you Take Your Users? by Kathy Sierra
How Fast and How Far Can you Take Your Users? by Kathy Sierra

Where this hit home for me was starting to think about the game mechanics used for upsell and cross sell offers for new customers. Dan Martell, Dave McClure, Marc Gingras and I had breakfast at StartupCampMontreal and discussed how to build effective offers for existing customers to invite their friends to an application. There was a great discussion about using game mechanics around the offer. You have existing users that if they invite new users, i.e., their friends, where if the friends sign up that both the friend and the user get new unique functionality. It changed my thinking about many times I’ve received an offer to sign up from a friend for a service, and how the effectiveness of this would change with some basic game mechanics:

“Jevon has invited you to join X. Jevon is 1 sign up away from enabling the super awesome next level feature. Sign up now and enable the feature for both you and Jevon”

This all has to be done in an open, honest and unintrusive manner. But it’s about how do you enhance the lives and experiences of customers and potential customers. There are great opportunities to use game design and mechanics to help improve the experience and conversion rates in web and mobile applications.

View more presentations from amyjokim.

View more presentations from amyjokim.

Marketing metrics 101

Reposted from my original on

Photo by Darren Hester
Photo by Darren_Hester

Mike McDerment from FreshBooks gave  a great presentation on the basics of web application marketing metrics. He focuses on the metrics, systems and reporting that all companies should be building into web and mobile applications. It is a must read for any entrepreneur building a web application.


Cost Per Acquisition (CPA)
How much does it cost you to get a customer? It’s a simple enough calculation, how much do you spend on sales and marketing to acquire each customer. Roll up your staffing costs, your ad buys, your outbound marketing, etc.
Average Revenue Per User (ARPU)
How much revenue do users generate? How do you track it? Does it change based on segment? How do you increase it?
What percentage of your existing customer base leave every month? This is different than CPA because this is about customer satisfaction and retention. Don’t think this is important? According to April Dunford churn is a killer. “The probability of selling to an existing customer is 60-70%. The probability of selling to a new prospect is 5-20%”
Lifetime Value (LTV)
How long does a customer continue as a subscriber? Does their ARPU change over time? Do you have ways to increase their spend or reduce their churn?

These basic metrics are expanded by Dave McClure in AARRR! Startup Metrics for Pirates. Where the metrics are divided into 3 main categories:

  1. Get Users (Acquisition, Referral)
  2. Drive Usage (Activation, Retention)
  3. Make Money (Revenue)
View more presentations from Dave McClure.

It seems so simple on surface, but as CEOs and startups we need to be committed to building the systems and metrics into our products. I was just floored at MeshU when I heard Dan Martell talk about the Startup Immune System where they are beginning to use the lower level business performance metrics to automatically rollback design changes based on performance against the baseline. You can only start doing if you’re building on top of metrics. The idea of having automated your software deployment and sufficiently built business metric baselines that you could autoroll back poor performing changes. At Nakama, I wanted this so much. Not because I had bad developers but because we often made design decisions based on limited customer feedback and I wanted the system to protect me from my own hubris.

Metrics are good place to start. One of the best ways to understand how your company is performing is to begin measurement. Mike has done a great job

MeshU – It’s worth the price of admission

MeshU, May 17, 2010It’s time again for MeshU. I wrote about why startups should consider attending MeshU over on StartupNorth. This is a great opportunity to learn and connect.


There are a lot of smart, talented, successful and engaging people at MeshU. You want my list of who I can’t wait to see:

  1. Bill Buxton
    Bill is a colleague of mine at Microsoft. He also had a profound influence on my career. I was training to be an academic. I wanted to do research like my idols (including Bill Buxton), but Bill’s session at CHI’97 in Atlanta is where he espoused that we’re all designers. We’re all designing and building and shipping software that people use. Imagine that. He is an exciting, engaging speaker that any startup, executive, designer, developer should listen to.
  2. Sean Ellis
    The #leanstartup thing has become a movement. Whether you’re lean or you’re fat, you there’s something to learn about product development and marketing from the guy that brought Xobni, EventBrite and Dropbox to market. I think every startup and every marketer needs to at least listen to what Sean Ellis is saying.
  3. Aza Raskin
    I’ve never met Aza, but he works with 4 people that I think are top notch at Mozilla (I’m looking at you Beltzner, Shaver, Lilly and Surman). I’ve written about his work at Humanized, I used his product Enso as my launcher in Vista. And one of my close friends actually worked on the Canon Cat with Aza’s father, Jef. Aza is the creative lead for Firefox. If you were looking to learn from someone that is helping to build the fabric of every web experience (well technically 24.69% of all web experiences ;-), there’s a good chance that Aza will teach you something.
  4. Diana Clarke
    Diana is a developer rockstar. She’s moving the entire backend at Freshbooks from PHP to Python. This is a crazy project. Switching languages in real-time with the application still running. This is like performing a heart transplant with the patient still conscious. You can learn something about engineering complex systems from Diana.
  5. Dan Martell
    Profitable in 2 months at Flowtown, that’s crazy. Hopefully that includes founder salaries. But you get to hear from the trenches about building a startup using customer development. You’ll learn about “customer development, feature prioritization, split testing, product metrics and agile development as approaches to increase your probabilities of succeeding”.
  6. Joe Stump
    Geolocation infrastructure startup with “the” set of investors (Ron Conway, First Round Capital, Chris Sacca, Kevin Rose, Tim Ferriss, Shawn Fanning people). He was the lead architect at Digg. So if you don’t think you can learn something from the guy who built the infrastructure that created the tsunami that spawns “The Digg Effect“. Then forget about scalable architectures and ask him about raising money.

And this is only 6 of the 13 speakers. There are world class people coming to Toronto. Hopefully everyone from Montreal to Waterloo realizes that this a big deal. The speakers are of the calibre that you’ll find at a conference in Silicon Valley, San Francisco, New York , Austin, Vegas, where ever.


MaRS only hold 400 attendees. This is an incredibly small conference venue. If you’re smart, lucky, outgoing without being douchey, you have a pretty good chance of meeting the speakers and other attendees that are pretty awesome.

The thing to remember is that a chance meeting at a conference with any of these individuals isn’t going to change the course of our startups. You’re looking to make some initial connections. I feel like I tell a lot of entrepreneurs that you don’t have to get everything about your startup on the table in 30 seconds. None of these people have the power to change your life in 30 seconds. It’s like dating, as much as you want to “hop on the good foot and do the bad thing”, it does require a little bit of conversation. (If you really need instant gratification, there are a lot of consultants/charlatans/snakeoil salesmen that will take your money and tell you that if you do these 3 things you’ll be more awesome). 

Events like MeshU aren’t tradeshows. You’re not likely to find customers. You’re not going to find booth candy. You’re probably not going to find an investor (though if I was a Canadian angel or early-stage investor I’d be there just to meet the entrepreneurs and maybe learn something to help my portfolio). You’re there to meet potential hires, other entrepreneurs that you can share war stories and lessons. The whole point of an ecosystem is to enable the exchange of value. The value can only be exchanged between connected nodes in the network. The ecosystem gets strong and more valuable the more connections we build.  

My advice is to start thinking about the connections and the learnings that will justify the price. Then go register for MeshU.

I’ll see you there.

Demand Generation

Photo by </arpy>
Photo by </arpy>

Brydon asked me about my tips for DemoCamp presenters. The advice is very simple, it’s all about understanding the audience, your possible outcomes/next steps, and maximizing the audience engagement with the goal of achieving your outcome. It doesn’t sound very complicated. The other advice I can give to presenters is to watch other presenters with a critical eye. You can see a pitch fest or a demo almost anywhere. Need help finding one to watch: check out Demo, TechCrunch50, or even some of the previous DemoCamps.

What to expect?

Demos are 5 minutes + 5 minutes of Q&A (more if the crowd is engaged and asking good questions).

How to get the most out of my demo slot?

  1. Set realistic expectations.
    This audience is a great place to find talent, to connect with potential early adopters, or get feedback from a very savvy crowd. Decide what you want to accomplish, i.e., we want to see potential early adopter reactions, we want to get potential hires engaged, we just want to be cool. This crowd will be blogging, tweeting, talking to each other, thinking about beer, etc. It’s kind of like a TechCrunch50 or Demo light (just one calorie – tastes great and less filling).
  2. Do the coolest thing first!
    I’ve got the greatest bread slicer. Then show me the freaking sharks with lasers attached to their heads slicing the bread. Once you’ve done that, then talk about the boring stuff. You want the audience engaged. So the audience the reason that you will win (and please don’t let it be a log in box
  3. Don’t use slides unless absolutely necessary.
    This is called “Demo” Camp. People want to see functioning software. There are certain things that are hard to convey in a demo, i.e., funders, strategic relationships, etc. But if you start with the big WOW! then a few slides to convey the other details won’t get as many heckles.

This is all about demand generation. I’m happy to help you understand the audience and how to succeed. We want great demos. Demos where people go “holy shit, that was built in Canada, I want to _____” work there/buy it/make my company more like those guys.

Demo Resources