Our most recent experiences are cybersecurity-heavy, and we love working on cybersecurity-related projects, but we've helped clients in all areas of tech, and the work we do can benefit almost any B2B SaaS company. And the use of the word 'cyber' in our name? The word is defined as 'relating to or characteristic of the culture of computers, information technology, and virtual reality'. All are in our wheelhouse 😊

We primarily work with B2B SaaS companies that struggle with the following:
• It takes a long time to clearly explain what you do
• Your potential customers compare you to companies in multiple categories
• Your potential customers can't tell the difference between you and your direct competitors
• Your pipeline growth is slow or has stalled
• Your sales velocity is low
• You want to do automated lead generation, but are uncertain about where to begin

If you struggle with one or more of these, let's have a conversation to see if we can help you.

Positioning and messaging are the foundations on which all marketing and GTM is built upon. If you don't nail your positioning and messaging down as well as you can, every single cent you spend on marketing and sales in the future will not yield an optimal return.

In addition to that, proper positioning provides the following benefits:
• Consistency in your sales and marketing messaging
• It eliminates confusion from the minds of your potential customers
• It distinguishes you from the other companies in your segment
• It helps you clarify and inform your content marketing strategy
• It distills your company's value into a few sentences

The biggest difference is that you'll be working directly with someone who's led marketing at four early-stage companies (two were acquired), and who's helped numerous other companies over a dozen years of being a marketing consultant. Why does that matter?
• Everything we recommend to you is based on a contextual understanding of your company and industry. No playbook-style implementations that overlook the nuances and specifics of your situation
• We actually invest in learning and understanding your industry better by doing research and talking to you (and your customers, if that's possible)
• There are no layers of hierarchy or siloes between functional areas. Your account manager is your strategist, project manager, and tactical executor. Need an update? You'll get one almost immediately. Need to make a shift in what we work on? Immediate pivot.

To be honest, we don't care about trends. We are very much first-principles marketers, meaning, we approach marketing with a very fundamental approach. To summarize - you have something to sell that you believe is superior to your competitors'? We'll help you position it distinctly and describe it clearly, find your best-fit customers, and find a way to reach them in a way that's relevant and edifying to them. No generic playbooks - everything is done uniquely to fit your context. No "this is the best tool ever!" proclamations - we use the right tool for the intended outcome. No "This [insert trend of the day] is the coolest thing ever!" declarations - trends rarely last long.

The tools we use are always in service of our goals, and the tools change over time to reflect that. That being said, the current primary tool stack we use includes, but isn't limited to:
• Clay
• Instantly
• n8n
• Webflow
• Figma
• Adobe Creative Cloud
• Various back-end data and service providers

😊 While Brandon does the strategizing and most of the work himself, he sometimes relies on a small, trusted group of subject-matter experts to help out with certain tasks. Our clients are better off as a result.

The gist of it is that our approach is interdisciplinary and comprehensive. One example:

• We help you create very specific custom audiences using Clay + various data enrichments. This means you can hyper-segment your cold email outbound and deliver very relevant messages and offers to them
• We feed these custom audiences into Google Ads and LinkedIn Ads, so that you can deliver very targeted, relevant ads to them, saving you money by increasing the likelihood of response
• We can help you automate lead qualification for inbound interest, and immediately push a Slack message to your AE for immediate follow-up

This is a simple example of what an interdisciplinary approach looks like, and the value it provides. There are various permutations of how we can help you make your overall GTM better - think of it as an outsourced, all-in-one marketing department that's continually trying to figure out how to make your GTM better.

Here are some things that generally indicate that the collaboration will go well.
• You are clear about your goals
• You believe in marketing, and that real marketing skill can't be absorbed through being around someone else who does marketing or through a ChatGPT search
• We approach this as a partnership - we will rely on you for expertise in your specific industry/vertical, and you trust us to do what we believe is in your best interest to generate the results you want
• The scope of the collaboration is (mostly) fixed. We can help with scoping a project out, but once we've locked it down, any significant deviation could cause delays, impact cost, and create a shitty outcome
• We are clear about timelines and deliverables - on both sides. We'll give you our best assessment of how long things will take, and we expect that we will receive feedback within a pre-determined amount of time. A moving target results in a shifting timeline
• Transparency - we'll give it to you, no matter how bad the news (and we'll do everything in our power to rectify it if it ever comes to that). We expect it from you, fully, quickly, and frequently. We're building what we hope is a long-term relationship with you, and this is the key to making it happen
• You are dedicated to communicating with your partners to provide feedback promptly, and to paying your vendors on time

We used to, but the rate at which this space is evolving is so rapid that we simply cannot make a confident claim that we can deliver results that we would both be happy with anymore.

While we endeavor to have a long-term collaboration with you, we don't force you into long-term contracts. We generally ask that you work with us for at least a 3-month period. Anything shorter hamstrings our ability to deliver the best results for you - we won't be able to get up to speed on your industry, set up and optimize our GTM efforts properly, and doesn't give us enough time to run tests, form a baseline and improve.

Yes, happy to! Just write me at the email address in the contact us section or connect with me on LinkedIn.

It's a portmanteau of 'Zen' and 'engineer' and reflects our aspirations for every client we work with; that our GTM engineering approach, which is driven by an engineering mindset* and our relentless dedication to helping you reach your goals, creates a Zen-like marketing environment for you.

* Our principal, Brandon is an engineer who went to the dark side, marketing.