Salt Lake City— Every tech category has one brand that the rest try to emulate. It’s not necessarily the first to market, but it is usually the best. It’s distinct, consistent, often creative, and always confident in how it tells and sells their story. That’s not an accident.

As disruption continues apace marketing-as-usual fails to meet-the-moment. Demand-gen conversion decreases and costs increase, companies are asking, “Now what?”

Utah-area tech marketing veteran Dustin Robertson along with brand strategist Mike Geraci launched DRMG, a SaaS brand strategy firm to help tech companies build and own the brands that drive demand.

The two originally worked together in 2001, during the early days of Backcountry.com as the marketing department of two charged with building the brand. They later reteamed up when Robertson was CMO of Drip.com to reposition and build the ECRM category for ecommerce marketing automation.

That Drip experience confirmed what they had seen coming for a couple of years: B2B SaaS companies will need to apply consumer brand marketing strategies to their traditional B2B playbooks in order to differentiate themselves in crowded, well-funded, and continually evolving markets.

“It’s never been easier to start a new company, so lots of talented people are,” Robertson said. “When competition hits, most companies double down on product and sales initiatives, which leads to product feature creep, sales teams selling harder and harder on features and benefits, leadership in search of some secret sauce that will help them differentiate, and marketing spun out trying to keep up with everyone’s requests.

“That’s not fun or sustainable,” he added.

Last year, Dustin and Mike in an ad-hoc fashion repositioned and built categories for nine other B2B SaaS companies. Now, they’re formalizing the framework, toolkit, and playbook they developed throughout 2020 under the banner of DRMG, the first SaaS Brand Strategy system.

“The SaaS brand strategy process helps people see the marketing problems and opportunities they don’t know they have," Geraci said. “The system aligns marketing, sales, and product teams around the problem you solve, and establishes a clear go-to-market strategy for the entire organization.”

To learn more about their journey to SaaS Brand Strategy and find out if DRMG is right for you, visit www.drmg.co

DRMG – Own the Brand that Drives Demand