Go to Market strategy consulting for B2B high-tech — a human behavior-based approach.

Decode market behaviors Target ideal buyers
Become the
go-to solution

We help B2B software + tech leaders discover the markets that will buy, adopt and diffuse their products to:

Select the target market that fit best with your product(s)
Convince buyers with a desirable value proposition
Resonate with the right positioning messages
Optimize go-to-market strategy
Achieve a "go-to solution" status rather than a me-too product

With 30+ years of behavioral science experience in the Diffusion of Innovations and The Marketing Chasm, our go to market strategy consulting team has helped 200+ high-tech products discover new markets and win in competitive ones, from Fortune 50 to scale-ups and established businesses.

OE logoThe Paak logo2020INC logoArise Health logoArise Health logoArise Health logoEphicient logoEphicient logoEphicient logo
WHAT YOU FEEL

Are these your symptoms?

WHAT YOUR PROBLEM IS

You're targeting the wrong type of buyers

High-tech buyers fall into one of five psychographic profiles. Some are more risk-averse than others. You are speaking to types of buyers that don't want to risk trying your product And it's stalling your traction.

Guess the buyer profile you are targeting and who you SHOULD target instead?

Why they buy

To explore new things and find opportunities to be an agent of change.

What they buy

A vision of possibility rather than a product.

What they evaluate

Value Drivers:
Technology, scientific or research base
Leading-edge/disruption
Uniqueness
Performance
Long-term possibilities and impact

How they evaluate

They focus just on building their perception of value.

NEED FOR VALUE

Very high

RISK TOLERANCE

Very High

% OF YOUR POTENTIAL BUYERS

1.5% of buyers are in this group

Why they buy

To find a breakthrough that helps them achieve a competitive advantage, stand out over their peers or gain visibility.

What they buy

A scarce high-tech product or custom project with unproven but expected exceptional, functional, strategic or social benefits.

What they evaluate

Value Drivers:
Use Cases / Jobs-To-Be-Done
Features & Capabilities
Product roadmap & vision
Product uniqueness
Product scarcity
Breakthrough impact
Social and status impact

Risk Reduction Drivers:
Adoption support
Adaptation to end-user workflow

How they evaluate

They mainly focus on building their perception of the value of adopting your technology.

NEED FOR VALUE

Very high

RISK TOLERANCE

High

% OF YOUR POTENTIAL BUYERS

13.5% of buyers are in this group

Why they buy

To simplify what they already do. They want to solve a specific problem and gain an evolutionary improvement.

What they buy

A proven category of product with a perfect fit for their specific use case, endorsed by industry peers.

What they evaluate

Value Drivers:
Problem or use case fit
Product roadmap
ROI

Risk Reduction Drivers:
Familiar User Experience
Training & Adoption Support
Integration with end-user workflow
Tech stack integration
Industry-specific case studies
Existing category with competition
Short time-to-value

How they evaluate

They build a balanced perception of the value versus risk of adopting your solution.

NEED FOR VALUE

High to Moderate

RISK TOLERANCE

Moderate to Low

% OF YOUR POTENTIAL BUYERS

34% of buyers are in this group

Why they buy

To avoid the penalties of not adopting new solutions. They don't want to be left behind but are almost the latest buyers to move.

What they buy

A proven, simplified product by a well-known brand with a high level of support at a low total cost of ownership.

What they evaluate

Value Drivers:
Problem or use case fit
ROI
Tech stack integration
Integration with end-user workflow

Risk Reduction Drivers:
Familiar User Experience
Training & Adoption Support
Existing category with competition
Short time-to-value
References
Company track record and stability
Universal support & standardization
Sponsors, Partners & Allies
Familiar (or local) channels
Complementary products/services

How they evaluate

They mainly focus on understanding the risks rather than the value of adopting your solution.

NEED FOR VALUE

Low

RISK TOLERANCE

Low

% OF YOUR POTENTIAL BUYERS

34% of buyers are in this group
HOW WE SOLVE IT

Connecting tech products with market realities

01

Behavioral Market Analysis

Reveal the type of buyers you're attracting and the ones you SHOULD be attracting instead by decoding market and buyer's behaviors through research:

- Customer research interviews
- Market ecosystem interviews
- ICP analysis
- Secondary market research
- SWOT analysis
- Market Validation Tests

02

Positioning Strategy Reframing

D your positioning strategy to attract the right buyers and become the owner of a market space by defining:

- Who is your best-fit target market
- Why they are motivated to buy now
- What's their compelling reason to buy
- What makes you different
- Why should they trust you
- How you solve their use case
- How can you defend this position in the long term

03

Go-to-Market Optimization

Once focused your North Star (Positioning), optimize all the go-to-market strategy elements:

- Key positioning messages
- Value proposition
- Sales pitch and website messaging
- Launch / awareness plan
- Packaging and pricing
- Distribution channels strategy
- Sales & marketing funnel
- Partner ecosystem strategy

* All services start with a 1-day money-back guarantee workshop. That way we can test the waters, discover the root problem of your situation and make sure we're a good fit.

Find the GAPs stalling your growth in 10 minutes

Strategy Assessment

Assess 39 elements and 8 dimensions of your positioning & go-to-market strategy.

Get a FREE report to learn where to put more effort to accelerate growth.

TAKE THE FREE ONLINE ASSESSMENT
WHO We HELP

We're not for you if you're looking for an agency to burn money on growth hacks, ads, outreach or other short-term tactics targeting an uncertain market.

We're for leaders willing to make bold choices now to win in the long-run and become a go-to solution everyone trusts in your market, rather than a nice-to-have product.

CXOs and founders in B2B tech aspiring to achieve a go-to solution status

Established businesses and scale-ups willing to:

Startups willing to:

OUTCOMES YOU'LL EXPERIENCE

What leaders in tech say

Introhive logoOmnia logosincolab logoVirnect Logo
Introhive discovers its best type of buyer and overcomes market skepticism.

"Predictable Innovation really gets the job done! They've  implemented a best-in-class go-to-market strategy to find the right buyers, overcome market objections and accelerate traction for our software product."

Julie Taylor

Product Marketing Director

Sincrolab accelerates 50% traction in < 4 months by pivoting its target market

"Predictable Innovation's angle to go-to-market strategy consulting with behavioral science has been an absolute turning point to drive more sales for us!"

Rebeca Sanz

Chief Marketing Officer

Virnect selects its target market to enter the USA among +120 potential use cases, segments and industries

"Predictable Innovation's team has been instrumental in discovering the best-fit buyers and optimizing our go-to-market strategy. "

Jin Park

Global Business Development

🎙️ The Unstoppable Product Podcast

The Unstoppable Product - Strategy Podcast

Listen to our show every 2 weeks  for battle-tested strategies for B2B high-tech businesses and innovations to achieve a "go-to solution" status in your market by following the behavioral science of Diffusion of Innovations.

We use real-world examples and case studies to cover topics like go-to-market strategy, crossing the chasm, differentiation, positioning strategy, category creation, market building, competitive advantage, and market analysis.

Decode what your customers really buy. Transform your products into the go-to solution. Become an unstoppable market force.

LISTEN ON YOUR FAVORITE PLATFORM: