Guest column
Marketing and communications remain crucial to startups. Building a more cohesive team dynamic between marketing and communications can offer a young company purpose, direction and language to differentiate its product or service value.
While marketing and communications have distinct goals, magic happens when the two work together to enhance the company's business objectives. Clients often ask me the difference between marketing and communications and how the two can complement each other. Consider these thoughts and steps to better collaboration.
Startups need support for creating a company narrative to help employees tell the story and show company value to customers and prospective customers. A communications plan includes the strategy for meeting business objectives, the target audiences, and the key messages that will resonate with each audience. Communications plans also identify the best ways to tell the story, i.e., media relations, social media sponsorships, website content, and presentations. In-house communications professionals might consider building a team of strong freelance writers to delegate writing projects.
Marketing promotes products or services to a specific audience, whether reaching new customers or retaining existing ones. A strong marketing plan includes strategy, competitive analysis, market research, and identifying industry trends. Marketers use communications to develop and share messages with these audiences. Marketers should consider engaging freelance writers to create content.
Close marketing and communications coordination can be an advantage for customer engagement. That strong team approach offers an opportunity to ensure marketing and communication efforts center around the customer. For example, marketers may leverage company blog content (written by communicators) in marketing efforts, i.e., sales pitches, customer outreach, and company webinars, to help generate leads, and make conversions. Marketing teams can then provide analytics or customer feedback to optimize future content.
Examples of successful collaboration include a customer featuring a company’s newly enhanced product at an industry conference after reading the recent product launch in trade media, a series of thought-leadership blog posts after the marketing team received prospective customer inquiries on a hot topic or a successful case study provided by marketing for communications to leverage on the website, whitepaper, and social media accounts.
Take advantage of the data most startups have at their fingertips because data sharing proves important in developing compelling content. For instance, marketers benefit from sharing industry trends, customer demographics and behavior, market research and internal data (how customers use the product or service) with communicators to enable them to produce more engaging customer copy. Also, marketers and proposal experts often receive requests for information from customers or prospective customers. Those requests can also be helpful to communicators in writing content. Then, once published, communicators can provide data on engagement to ensure that content resonates.
Find ways to share reporting of marketing and communications efforts. For instance, during a recent meeting, did a customer mention a company-bylined article in a trade publication? Did marketing receive a request for information from a prospective customer after reading a company white paper? Did a company expert get invited to speak at an industry conference due to a blog post? All these shared results help to optimize marketing and communications efforts and inform strategy pivots, if appropriate.
Break any silos for improved marketing and communications collaboration. Consider regular team meetings or create a Teams site or Slack channel to exchange information often. For example, one client recently held a successful all-day brand and team-building workshop. Open communication between marketing and communications teams remains critical to executing a solid marketing strategy and achieving business objectives. For a more cohesive communications and marketing approach, know the business objectives, define roles, and responsibilities, meet regularly, share data, and report efforts for better results.
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Melanie Taplett is a communications and public relations consultant for the technology, energy, and manufacturing industries.
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Serial Entrepreneurship
it's rocket science
A Houston-based company that's developing an engine that'll enable one-hour global transportation has announced its latest investor.
Venus Aerospace released the news that Silicon Valley venture capital firm, Airbus Ventures, has joined its team of investors. The supersonic combustion engine technology — more akin to a rocket's engine than an airplane's — is revolutionary because allows for travel at a higher elevation. Jet engines rely on air outside of the aircraft to combust, and rocket engines work with a system that supplies air internally.
“Venus has developed the world’s first liquid-propellant rotating detonation rocket engine (RDRE) with a double-digit percentage increase in efficiency over standard regular engines, making the hypersonic economy possible,” says Sassie Duggleby, CEO and co-founder of Venus, in a news release. “We’re delighted to bring Airbus Ventures into the Venus family and look forward to growing our collaboration as we harness the future of hypersonic flight.”
Duggleby founded Venus Aerospace with her husband and CTO Andrew in 2020, before relocating to the Houston Spaceport in 2021. Last year, Venus raised a $20 million series A round. That round, led by Prime Movers Lab, is being used to fund tech development and initial flight testing for building its Mach 9 hypersonic drone and Mach 9 spacecraft. Venus did not disclose how much their newest investor has contributed.
“In the world of RDREs, their pioneering approach — designing, building, and demonstrating the first liquid, storable-propellant fueled rotating detonation rocket engine — unlocks advanced aircraft capabilities and opens new vistas on our whole planetary system,” says Airbus Ventures Managing Partner Thomas d’Halluin in the release. “Venus’ compact, low mass, high efficiency engine capability will have an immediate impact on lunar and martian landers, space mobility and logistics, and deep space mission proposals.
"Here on Earth today, we will see unprecedented performance gains for drones of all kinds, and more practical and faster-than-anticipated opportunities for ultra-high-speed passenger and cargo rocket plane flights,” he continues.
Venus, which as has contracts with NASA and US Defense Agencies, has plans to test its technology this summer at its headquarters in the Houston Spaceport.
“With the strong support of Airbus Ventures now joining our investor syndicate, our next round will let Venus take the final step from lab to prototype as we fly our drone to Mach 3 under RDRE power," says Andrew Duggleby, in the release. “This will include long-duration engine runs this summer at Spaceport Houston, as well as the design, build, and flight of our drone with the broader Venus team and our incredible partners.”
Guest column
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welcome, newstonians