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."

The evolution toward PLG often begins with a fundamental realization about modern buying behaviors.

What's it like teaching over 16,000 people within 900 companies globally?

In this episode, we speak to Adrie Smith, Senior Content and Brand Manager at Trengo, an omnichannel communication platform, and former Head of Content at brands like Recruitee and Re:Coded

Victoria Sweeney's path to becoming Head of Marketing and Operations at Hotel Champ began with what she calls a "fortunate failure."