At Element Communications, we build multichannel campaigns that are deliberately tailored to the growth strategies of our clients.

Depending on where they are on that journey, marketing, communications and PR can achieve a number of things for tech scale-ups, but the hardest to earn must surely be that of credibility.

Regardless of whether they’re unseating incumbents or creating categories of their own, tech startups and scale-ups the world over must overcome the hurdle of credibility. Without influential sources of independent validation, it can be difficult to sell even the most cutting-edge of technologies.

While a problem for all young firms, this challenge is multiplied tenfold for scale-ups selling to large enterprises, who have far stricter procurement processes, more layers of approval and red tape.

By focusing communication efforts on gaining validation, the role of communications becomes intricately linked to business development, smoothing the path to success.

Here, we look at three ways tech startups and scale-ups can achieve market credibility:

1. 1. Validation through relevance. New market entrants must work harder to engage prospective buyers. This makes impactful content creation a must-have. Looking at every stage of the sales funnel, a content strategy should show a deep understanding of your target audience’s pain points and opportunities – as well as the solutions available to them – while not only demonstrating an understanding of your audience but providing multiple touch points through lengthy sales cycles.
      
      
   2. Validation through brand awareness. A common challenge facing companies in startup and scaleup mode is a lack of time and attention given to the brand itself. This is completely understandable. Building a product and proving market fit are urgent priorities, but can often leave businesses starting with a blank sheet of paper when it comes to aggressively starting to sell. Consider the first thing a potential buyer will do upon hearing about your solution and service, particularly in the B2B world. It’s likely they will Google you, and/or search on LinkedIn. If there’s nothing to be found, it instantly harms credibility. A comprehensive B2B thought leadership strategy is a key pillar to consider.
      
      
   3. Validation through endorsement. Endorsement comes in many forms. Customers are without doubt the greatest brand advocates, but in the early stages of growth, these may be few and far between. Think creatively about how you can unlock customer endorsements, whether it’s asking customers to contribute to content assets (such as thought leadership articles, ebooks, or research reports) you’re creating, rather than relying on traditional case studies which can require lengthy approval processes. 

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Depending on the sales cycle, analysts remain key influencers, so knowing who to target (and when) is an important step. Analyst engagements may not generate immediate returns but should be considered part of a long-term strategy to challenge market incumbents and gain validation from well-respected market influencers. Beyond these two established routes, there are a long list of endorsement options to consider, from awards to review sites, engagement with trade bodies to forming high calibre advisory boards. A comprehensive endorsement strategy, spanning all influencers in the buying cycle, is a firm way to build credibility.

To find out more about how Element is helping tech startups achieve credibility and validation through multichannel campaigns, hear from the leadership team at Solgari, a Dublin-based software provider that’s transforming Microsoft Teams into the world’s best customer engagement platform.