🔆 Marketing to a conservative audience

How to market a modern SaaS product to a very conservative technical audience?


That’s a challenge I explored with a PhD in Aerospace Engineering that has 15 years of Marketing experience: 

Masha Petrova, PhD, CEO of Nullspace.

Here are my 5 highlights:

  1. Be patient. Prepare for slow and steady change management.
  2. Be consistent in your marketing communication and sales follow-up.
  3. Don’t talk about yourself, talk about what your customers are doing with your solution.
  4. Don’t be shy to trigger feelings. Even if engineers never admit it, they’ll sign your contract because some feeling drives them to do so.
  5. Don’t expect you know everything. Be humble, talk to engineers, ask for their opinions, and listen to understand.

In a nutshell:

Make them feel you’re their peer. 

A peer they can trust.


Click here to listen to the full interview with Masha.


Question for you to reflect upon:

What could you do differently so that your prospects start seeing you as a trusted peer?


Be Remarkable


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About the author

Sales Pitch

Ton Dobbe is a former B2B software product marketer who's on a mission to save mission-driven SaaS CEOs from the stress of 'not enough' traction. He's the author of The Remarkable Effect, the host of the Tech-Entrepreneur on a Mission podcast, and writes a daily newsletter on the secrets to mastering predictable traction.