The transition from 100% product marketing (how does it work, how is it better than competitive technology), to a blend of Customer storytelling (what are custo

The transition from 100% product marketing (how does it work, how is it better than competitive technology), to a blend of Customer storytelling (what are customers doing with the technology, how is it transforming their businesses and helping them delight their customers), Corporate branding (who we are, our vision for the future of our industry), and straight product marketing, with coherent messaging across PR, social, industry analysts, financial analysts, etc. It was a brutal transition, because as a company run by engineers, there was a belief that anything beyond data sheet speeds-and-feeds was harmful bullshit. But as we figured this out, revenue growth exploded and we started to be recognized as a new “leader” in the industry, so the skeptics calmed down. From what I see, all engineer-led startups without marketing people seem to start with product marketing, then evolve into more balanced strategies as they mature. In retrospect, we call this period of our company “marketing puberty”.