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Strategic Communications Advisory For Visionary Founders
Conversation
Highlights
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 Ori Keren, CEO & Co-Founder of LinearB, a software delivery management solution that’s raised over $70 Million in funding.
Here are the most interesting points from our conversation:
- Dual Mandate for Engineering Leaders: LinearB focuses on helping engineering leaders master both operational efficiency and business alignment, a dual mandate critical for modern engineering teams.
- From Concept to Growth: Ori shared the journey from founding LinearB in 2019 to achieving significant growth, including a 6x revenue increase in 2021 and a 3x increase in 2022.
- Product Transformation and PLG Motion: In 2020, LinearB transformed its product and go-to-market strategy by adopting a product-led growth (PLG) approach, offering value to both engineering leaders and developers.
- Investment in Content Marketing: LinearB’s podcast, Dev Interrupted, played a crucial role in educating the market and sharing their philosophy on software delivery management, contributing to their early success.
- Customer-Centric Metrics: Ori emphasized the importance of improving internal engineering metrics, such as reducing cycle time from nine days to less than two, showcasing the value LinearB brings to its users.
- Vision for the Future: Ori envisions LinearB becoming the orchestrator of the entire software delivery process, integrating with CI, CD, and feature flag vendors to streamline the journey from code to production.
Actionable
Takeaways
Focus on Dual Mandates:
Engineering leaders must balance operational efficiency with business alignment. Tools like LinearB can help achieve this by providing visibility and actionable insights.
Adopt a PLG Approach:
Offering value directly to end users, including developers, can drive adoption and create a more engaging product experience. Free tiers or trial versions can help in this approach.
Invest in Content Marketing:
Creating content that educates and engages your target audience can significantly amplify your brand's reach and credibility, as seen with LinearB's successful podcast.
Track and Improve Internal Metrics:
Continuously monitor and improve your internal metrics to ensure your product delivers real value. This also serves as a strong selling point for prospective customers.
Strategic Fundraising:
When raising funds, prioritize finding investors who align with your vision and can provide long-term support over those offering the highest valuation.
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