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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 Bill Moore, CEO & Founder of XONA, an OT user access platform that has raised over $30 Million in funding.
Here are the most interesting points from our conversation:
- The Origin of XONA: Bill shared that XONA began with the goal of simplifying secure remote access for OT environments. Initially focused on making VDI simpler for the DoD, the company expanded into a broader secure access platform used widely in commercial sectors.
- From Idea to Market: It took a year from concept to their first paying customer, achieved by working closely with beta customers and testing prototypes in real-world environments before having a fully developed product.
- A Market Pivot: Although originally targeting the DoD, Bill discovered a huge opportunity in commercial OT sectors, particularly in natural gas distribution, which led to XONA’s focus on industrial controls and OT systems.
- The “Guerrilla” Marketing Strategy: Early on, Bill employed a scrappy, grassroots approach to marketing by attending industry events, shaking hands, and networking—long before they could afford a booth or formal marketing campaigns.
- Category Creation in OT: XONA is redefining identity and access management for OT, where users interact with machines and operational processes rather than data. This approach requires distinct solutions from traditional IT systems, creating a new market category.
- Global Expansion: XONA is now operating in over 35 countries through its partnership with GE, focusing on OT cybersecurity in sectors like power generation, manufacturing, and other critical infrastructure.
Actionable
Takeaways
Prototype Early, Even Without a Complete Product:
Bill's experience shows that getting a prototype in front of potential customers early can be crucial. Instead of waiting for a polished product, XONA presented an early-stage demo that secured its first customer. For founders, this emphasizes the importance of validating the product in the real world, even if it's not fully built.
Leverage Industry Events for Early-Stage GTM:
Before having a formal marketing budget, Bill used “guerrilla marketing” to grow XONA’s presence. Attending industry events, networking, and personal outreach allowed him to build key relationships. Founders should not underestimate the power of in-person networking, especially in niche industries.
Identify Category Gaps by Understanding End-Users:
XONA's focus shifted from IT to OT after Bill recognized the unique challenges OT professionals face compared to IT teams. Founders looking to create new categories or disrupt existing ones should invest time in deeply understanding the day-to-day needs and workflows of their end-users, not just rely on assumptions.
Partnerships as GTM Multipliers:
XONA’s global expansion was accelerated by partnering with GE, which allowed the company to scale into 35 countries. For B2B startups, finding the right strategic partnerships—particularly with OEMs or large players—can significantly expand market reach faster than going it alone.
Stay Focused: Avoid Trying to “Boil the Ocean”:
Bill highlighted the importance of staying focused in a large total addressable market (TAM). Instead of spreading too thin across multiple segments, XONA focused its GTM efforts on key sectors, like energy and manufacturing, which aligned with its early successes. This strategic focus helped them achieve sustainable growth.
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