Originally, the founders of Plytix set out to create an analytics platform for e-commerce that measured the performance of a product (instead of a website) so brands could see how end users interact with them, even when sold on a third-party website.  But even after positive early traction and investment, they were stalled—many of the brands didn’t have their product information at the ready. So, they built a simple source of truth—a Product Information Management (PIM) so they could get access to the product information that they needed.  As it turns out, that was the larger need from SMBs—a PIM they could afford.  After realizing the broader market opportunity, Plytix leaders made some hard choices and pivoted.  Key takeaways from this episode: The nuances of being a European-based SaaS targeting the US marketThe importance of understanding the customer creation engine before implementing an attribution model.The challenges of scaling beyond the ceiling of just in-market leads.Other resources to check out: Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes a yearly report about how B2B buyer behavior is changing. The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer. And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting. --- Is your messaging a sales ally or sneaky saboteur? Let us help with our free content audit. We’ll look at your website’s messaging, content, and conversion potential from the eyes of today’s buyer and deliver a presentation with new combinations to more sales conversations and demos. And the best part? It’s absolutely free. Get started today!