A founder raised an interesting question about marketing a highly technical B2B product that most consumers would struggle to understand.

Where would you focus your marketing, and which platforms have actually worked for reaching the right decision-makers?

I'd probably say LinkedIn, but honestly I hate that answer 😂
Feels like every B2B startup gets told "just use LinkedIn"

That's exactly what I'd avoid. :)
I'd figure out where people already go when they have the problem first. Platform comes after that.

I'm not totally against LinkedIn though. For technical B2B, the right people are definitely there.
Just don't target every CTO you can find and call it a strategy.

On 10/09/2026 at 16:46, Ben Costello said:

I'd probably say LinkedIn, but honestly I hate that answer 😂
Feels like every B2B startup gets told "just use LinkedIn"

On 15/09/2026 at 07:07, Tom Whitfield said:

I'm not totally against LinkedIn though. For technical B2B, the right people are definitely there.
Just don't target every CTO you can find and call it a strategy.

Yeah that's probably where I'd get stuck. How do you actually find the right people without just relying on job titles?

Talk to them. Boring answer, I know 😂
This is pretty much the same idea behind Jobs to Be Done: Jobs to Be Done - Harvard Business Review

Yep. I'd take 20 people with the actual problem over 20,000 impressions any day.
Traffic is easy to celebrate. Buying intent is the annoying bit.