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Frontlines.io | Where B2B Founders Talk GTM.
Strategic Communications Advisory For Visionary Founders
Welcome to another episode of Category Visionaries — the show that explores GTM stories from tech’s most innovative B2B founders. In today’s episode, we’re speaking with Bill Moore, CEO & Founder of XONA, an OT user access platform that has raised over $30 Million in funding.
Here are the most interesting points from our conversation:
Bill's experience shows that getting a prototype in front of potential customers early can be crucial. Instead of waiting for a polished product, XONA presented an early-stage demo that secured its first customer. For founders, this emphasizes the importance of validating the product in the real world, even if it's not fully built.
Before having a formal marketing budget, Bill used “guerrilla marketing” to grow XONA’s presence. Attending industry events, networking, and personal outreach allowed him to build key relationships. Founders should not underestimate the power of in-person networking, especially in niche industries.
XONA's focus shifted from IT to OT after Bill recognized the unique challenges OT professionals face compared to IT teams. Founders looking to create new categories or disrupt existing ones should invest time in deeply understanding the day-to-day needs and workflows of their end-users, not just rely on assumptions.
XONA’s global expansion was accelerated by partnering with GE, which allowed the company to scale into 35 countries. For B2B startups, finding the right strategic partnerships—particularly with OEMs or large players—can significantly expand market reach faster than going it alone.
Bill highlighted the importance of staying focused in a large total addressable market (TAM). Instead of spreading too thin across multiple segments, XONA focused its GTM efforts on key sectors, like energy and manufacturing, which aligned with its early successes. This strategic focus helped them achieve sustainable growth.
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