We have led the marketing function for B2B SaaS and developer tools companies selling highly technical products to highly technical buyers—including environments where the same product must be positioned simultaneously to audiences who define value in fundamentally different ways. Marketing B2B SaaS requires genuine fluency with the technology, martech stack, the buyer landscape, and the organizational dynamics of how technical products are evaluated, adopted, and expanded.
Our career began in software development and program management and has been continuous for decades. The intellectual frameworks we now apply across all sectors—built-in marketing, observability as an organizational design principle, cross-functional process architecture—originated here, in environments where marketing that isn’t structurally embedded in how the product is built, sold, and supported doesn’t survive.
We bring the full range of our services to this sector: interim marketing leadership, positioning and messaging, brand, content and communications, campaign strategy, website design, and AI-led business process design, ensuring marketing is a reliable and scalable revenue-generation system rather than a set of activities and heroic efforts.
Clients: Synopsys Software Integrity, Honeycomb.io, Linux Foundation Energy, Terrain Data (now Confluent), FullContact, Indr Software, Enhancio
Related Services
- Consulting CMO
- Positioning
- Brand Strategy
- Brand Identity Design
- Digital Experience Design
- Organizational Cognition
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Case Study
Synopsys Software Integrity
The Next Us worked with the Software Integrity business unit as an embedded team member to help the company position itself successfully in the application security market over a two-year period of rapid growth and expansion. We helped Synopsys integrate its storytelling and visual brand across all marketing and sales touch points and iteratively assimilate the assets of five major acquisitions: Coverity, Codenomicon, Protecode, Seeker, and Cigital.
During this engagement, Synopsys moved from a niche player in the application security space to one of the largest based on revenue, reputation and solution breadth. It also evolved its Software Integrity marketing approach from pure lead gen to a thoughtful mix of demand generation and brand-building at every step of the marketing funnel.
Responsibilities:
- Onsite marketing lead responsible for all aspects of brand strategy and outbound marketing
- Functional manager of all in-house creative resources and outside agencies
- Development and management of all core Synopsys Software Integrity outbound communication tools, including platform and product positioning, messaging architectures, sales decks, tradeshow training materials, visual brand style guides and templates
- Design of Software Integrity cross-channel brand campaigns
- Liaison to Synopsys Corporate Marketing for the year-long redesign of the Synopsys.com corporate website, including referring the final selected design agency and representing all Software Integrity technical, marketing, visual design, and information architecture needs and requirements