Navigating Startup B2B Marketing Challenges

Startup marketing moves fast, and few know that better than Angela Thompson, Head of Marketing at Avarni. With more than 25 years of experience, Angela opens up about the challenges and unexpected lessons of working in an early-stage startup, sharing insights that every marketer and entrepreneur can learn from.

Watch the full podcast episode here (or on popular podcast channels).

B2Bold Podcast "Marketing from the trenches: Inside startup marketing life"

Surprising Inspiration From Avarni Team

Angela finds working with a young, driven team at Avarni incredibly inspiring. Despite common criticisms of the younger generation's work ethic, she praises their intelligence, dedication, and passion, which give her hope for the future.

Challenges in Startup B2B Marketing

Angela highlights the unexpected difficulty of obtaining case studies and testimonials in the B2B space, especially when dealing with large enterprises. She shares creative strategies to overcome these challenges, such as drafting initial content and exploring informal formats like video interviews.

Evolving Marketing Strategies

Transitioning from values-driven messaging to a commercially-minded approach has been crucial for Avarni. Angela emphasises the importance of aligning messaging with customers' immediate needs, such as accelerating compliance and reducing costs, to drive action.

Maximising Impact with Limited Resources

In a startup environment, focusing on high-impact activities is essential. Angela advocates for content marketing as a cost-effective strategy, creating evergreen assets that support SEO, nurturing, and social media engagement.

Educating the ESG Market

With mandatory climate reporting still new in Australia, Angela sees part of her role as educating the market. Avarni offers free resources to help companies take their first steps, building trust and positioning themselves as a leader in the industry.

Defining B2B Success Beyond Leads

For Angela, success is about seeing customers embrace Avarni's platform and become advocates. She values public mentions from respected enterprises like KPMG Australia and the City of London as trust signals that validate their impact.

Angela's insights offer a roadmap for navigating the complexities of startup marketing. Her emphasis on creativity, adaptability, and customer-centric strategies provides valuable lessons for marketers striving to make a meaningful impact.

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About Stratcora

Stratcora partners with B2B companies to develop practical, results-focused marketing strategies that support complex sales cycles, ambitious growth plans, and the realities of today’s resource-constrained teams. We help our clients by leveraging the right mix of human expertise and digital tools to execute bold marketing programs that produce real results.