Rather than spreading resources across multiple marketing channels, Sixfold concentrates on content marketing and events, ensuring both reach exceptional quality standards. This means taking an extra month to perfect a blog post or report, and carefully curating guest lists and entertainment for events. The depth-over-breadth approach allows small marketing teams to compete with larger organizations by delivering superior experiences in focused areas.

In AI marketing, avoid technical jargon and inflated claims like "100x efficiency gains" that prospects can't relate to or verify. Test all messaging with outsiders - friends, colleagues, or customers - asking specifically whether they understand what you do and who you serve. If the explanation requires additional context, simplify further. The goal is immediate comprehension, not impressive vocabulary.

Structure dinner events around 12 people maximum to enable meaningful conversations, and carefully consider seating arrangements to connect attendees who should know each other. For larger happy hours (up to 200 people), maintain a strategic mix of partners, customers, and prospects rather than filling rooms with vendors. Skip presentations entirely - instead, introduce relevant industry topics as conversation starters and let organic discussions develop.

Plain-text emails that sound like personal correspondence significantly outperform designed marketing emails in B2B contexts. Recipients are more likely to reply to messages that feel genuine, even when they recognize them as part of marketing campaigns. This shift requires letting go of design investments but delivers measurably better engagement and response rates.

For technical products, especially AI solutions, demonstrations generate stronger reactions than explanations. Invest in video content, website product tours, and live demonstrations during sales conversations. The difference in prospect reaction between showing and telling is dramatic - "wow" versus "interesting" - making this approach essential for overcoming AI buzzword fatigue.

When hiring product marketers for technical AI products, plan extensive product team collaboration in the first 90 days. The complexity of AI solutions requires deep technical understanding before effective messaging can develop. This investment in technical education pays dividends in more credible positioning and competitive differentiation.