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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 the future of tech with innovative B2B founders. In today’s episode, we’re speaking with Josh Merrill, CEO of Confirm, a data-driven performance management platform that has raised over $11 million in funding.
Josh attributes much of Confirm's success in raising capital and securing initial customers to the strength of his personal relationships. By investing time in getting to know potential investors and leveraging his network for introductions, he was able to build a strong foundation of support for the company.
Rather than waiting for the perfect product or messaging, Josh advises founders to get their solution in front of potential buyers as early as possible. The faster you can establish a feedback loop, the more quickly you can iterate and improve based on real-world input.
To stand out in a noisy market, Confirm has adopted a more confrontational and challenging tone in its messaging, using "truth bombs" to grab attention and spark conversations. By being willing to take a strong stance and back it up with data, founders can differentiate themselves and make a lasting impression.
While the allure of category creation is strong, Josh cautions against the difficulties of educating the market and securing budget for a completely novel solution. By positioning Confirm as an improvement to the existing performance management category, he was able to tap into established demand and accelerate adoption.
When crafting your pitch deck, focus on telling a compelling story that starts with the problem, leads to your solution, and culminates in a vision of a better world enabled by your product. By articulating how your company will create value and drive meaningful change, you can inspire investors, customers, and employees to join you on your journey.
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