A startup is more than a small business. It is a company with a soul. It motivates people to contribute their time, money, and energy and evokes a feeling of deep connection and shared purpose. This is the reason why startups become market leaders and foster change in the world.

The main goals of marketing and sales functions in any business are to attract customers and increase sales. But companies often make the mistake of marketing their products to a wide range of people instead of focusing precisely on interested prospective buyers - leads.

Mastering B2B marketing may seem like a challenging task. While B2C marketing is focused mainly on building awareness and appealing to emotions, B2B marketing is built around expertise, knowledge, and practical value.

Digital marketing differs from traditional marketing as it lets marketers analyze the effectiveness of campaigns using various methods and channels. Digital marketers can monitor the type of content viewed, frequency and duration of views, top-performing content, and more.

A perceptual map is a great tool for marketers to analyze what customers think about the company and its direct competitors. Once you create a perceptual map, you can evaluate your brand according to a range of parameters - quality, price, performance, and reliability.