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For many B2B startups, it's hard to get the press - or anybody, for that matter - excited about your product. B2B products are often "boring" to those outside of your specific sector, so the methods for getting publicity can be very different from those of typical consumer B2C. As Russell Fradin explains in the video below, publicity for B2B companies revolves around helping others in your ecosystem, and leveraging your happy customers.
Russell Fradin is the Founder and CEO of Dynamic Signal, and was previously the co-founder and CEO of Adify - which was acquired by Cox for $300M in 2008. Before that, Russ was also held executive roles at Wine.com, comScore and Flycast/Engage.
In this talk from last year’s Silicon Valley Founder Institute, Russ shares insights he learned from marketing, cofounding and growing B2B technology companies over the last 20 years. In particular, he preaches the importance of customer service and leveraging your customers for press, as well as releasing data and establishing yourself as an authority by talking to everyone.
If you like the video below, follow Russ on Twitter @rfradin.
