How to Market a B2B Startup
We dive into how to market a B2B startup with Jacob Smith, co-founder of Humans of the Internet, a venture community investing in startups focused on digital infrastructure, open source software and sustainability.
Jacob shares his journey from being a professional musician to founding a tech B2B startup that was eventually acquired by Equinix in 2020.
Jacob gives us his approach to marketing innovation, community building, and storytelling specifically tailored for B2B startups. We discuss the power of authenticity, self-awareness, and delivering on promises to establish trust with customers. Plus, Jacob shares his secret sauce to stand out among more established brands.
“Stretch to be holistic and take ownership over the customer journey, like you’re a maitre d'”, says Jacob.
What You’ll Learn:
- How to create trust as a B2B startup
- Effective creative marketing strategies
- How to apply the 80/20 rule
- Growth frameworks for B2B startups
- Who makes great hires
Mentioned in this Episode:
Setting the Table by Danny Meyer
Jacob’s Bio:
Jacob Smith is an entrepreneur and investor working primarily in digital infrastructure, sustainability, and open source ecosystems. He was co-founder of a venture-backed startup (Packet) which was sold to Equinix in 2020. Previous career chapters include roles in nonprofit management, digital marketing, and as a performing classical musician. Originally from California, Jacob now lives with his family in Southern Vermont.
More from our guest: Jacob Smith
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Stories Bureau, a creative agency focused on B2B marketing and internal corporate storytelling across media
Kory Grushka, Founder and Creative Director of Stories Bureau
Alisa Manjarrez, Managing Director of Stories Bureau
