The Switch

Tl;dr is that I’m changing this newsletter from marketing clarity to, drumroll, lowercase b2b.

The longer read goes like this… if you follow me on LinkedIn this first re-issue will be a bit of a repeat from this post.

Last month was hard. My time as Chief Growth Officer at soona came to an end. I’ll be supporting them for a few more weeks during a transition phase but… I’m officially jobless.

I’ve been leading marketing teams at early stage startups for nearly a decade now.

I’ve had a seat at the table and witnessed both gloriously good and laughably bad decisions unfold.

I’ve been fortunate to hire over 75 marketers and unfortunate to have to lay many off along the way too.

I’ve sat in the boardroom and observed brilliance and madness at the top.

I’ve been a student of startups for long enough.

So I’m launching my own company. Two companies actually.

The first is Lowercase b2b and things are already in motion. Lowercase is a consulting and content company solely focused on b2b marketing and product led growth. It’s the type of marketing I’ve enjoyed the most in my career and I love helping and learning from others in the throes of it.

The second, I’ll reveal the name soon, is an actual b2b SaaS product. I’ve had this itch for a long time and it’s now time to make my own bad decisions! I’ve been working with a technical partner who I’ve been friends with for nearly 20 years and I think we’re on to something. I also get to wear the product and UX designer hats which I absolutely love in this endeavor.

Quite frankly, it’s all a bit scary. In moments I feel on top of the world and then, out of nowhere, fear gurgles in the pit of my stomach.

I’m excited and optimistic but this new venture is a miserable calling to be honest.

So what’s next for this newsie.

Lowercase b2b is a saying I coined when I first got into B2B serving as both an observation and a guiding principle that B2B companies don’t have to be ACME-level stuffy. In fact, B2B companies need to take risks, to feel personal, and to have fun in order to thrive today. They need to be more lowercase.

This is the growth challenge I’ve enjoyed the most and so this newsletter is going to focus on it moving forward. If you’re a subscriber and not in b2b I think there’ll be something for you too but if you want to unsubscribe after a few more issues I totally get it.

This issue will probably be the last that is so personal. We should never stop being students so I’ve got a great line up of interviews coming up and we’ll be diving into topics deeper than I’ve seen anywhere else. I don’t have a boss anymore - I’ve got nothing to lose asking these questions.

I’ll also reveal more and more about my own journey building my own SaaS startup with each issue sent.

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