Knowledge Base

Emma Stratton's journey into B2B tech messaging began with a deep-rooted passion for writing. Starting her career as a journalist and travel writer, she eventually transitioned into consumer branding, crafting copy for European consumer goods. Her pivotal moment came when she moved to the United States and began working with B2B tech clients.

The key to successful positioning lies not in following a rigid template, but in methodically working through each element while maintaining cross-functional alignment. As Dunford emphasizes, "What we need is something to use as a process that we can come in and do this in a repeatable way. It isn't going to be exactly the same every time, but at least it gives me something to work with."

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In an era where B2B SaaS companies often allocate six-figure budgets to paid advertising while treating SEO as a cost-free afterthought, industry veteran Jake Stainer challenges the status quo. "People have this conception that paid is paid and SEO is free," notes Stainer, former Head of Growth at Typeform and co-founder of Scale. "Google Ads gets $100k per month while SEO gets $100 per month. That mindset needs to change."

Marina's approach to LinkedIn success stems from a deep understanding that meaningful engagement trumps algorithmic manipulation. Her strategy emphasizes the power of genuine interaction over superficial metrics.