Strategic B2B Marketing for Tech Scale-Ups with SUNMICO
The Sunmico B2B Marketing Podcast for Tech Scale-Ups is a strategic resource designed specifically for CEOs, founders, and marketing leaders in the B2B tech sector. In an industry defined by rapid change, staying ahead requires more than just ”great tech” – it requires actionable frameworks and fresh perspectives on growth, positioning, marketing, branding, transformation, GTM (Go-To-Market), demand and lead generation. The Sunmico Podcast is curated by Mimmis Cleeren, CEO of Sunmico. With more than 25 years of international experience in B2B marketing, business transformation and growth, Mimmis uses this platform to challenge traditional marketing norms and provide tech leaders with the blueprints they need to scale. We know time is a scarce resource for any tech executive. To deliver deep marketing and scale-up expertise in a format that fits your schedule, we have pioneered an AI-native production workflow: • Original source material: Every episode is built upon Sunmico’s proprietary research, articles, lessons learned from tech industry events, and real-world consulting cases. • Curated insights: Our AI hosts, Mike and Marie, synthesize complex B2B topics into high-impact, 10-20-minute briefings. • Continuous learning: By leveraging AI, we can transform our latest strategic reflections into audio content at the speed of the market. Visit https://www.sunmico.com/ for more B2B marketing resources and consulting services to help you grow.
Episodes
In this episode, we dive deep into effective modern leadership that thrives in environments of constant uncertainty.
Tech scale-ups need to navigate a lot of challenges on their scale-up journey. Leading up to the annual Chefdagen leadership conference in Stockholm this fall, we explore some of the timeless "battle-tested" leadership principles and strategies used by high-stakes organizations, from national defense and police forces...
In this episode, we distill the massive stack of insights from the Nordic Software Summit and Nordic Tech Week 2025. Althought these events happened last year, the take-aways are timeless tips for scaling up your business. We explore why marketing is the engine of global scaling, the Finnish concept of Sisu as the fuel for growth, and the structural blueprints required to turn a local tech startup into a global powerhouse. We also ...
In this episode, we tackle one of the most debated topics in B2B marketing: the choice between gating valuable content behind forms or sharing it freely. We explore the "trust cost" of intellectual tollbooths and how the drive for lead volume often conflicts with long-term brand building and SEO visibility. Join us as we break down when to use a "scalpel" instead of a "sledgehammer" for your gating strategy to ensure you are buildi...
In this episode, we dive into the "operational tug-of-war" that defines B2B marketing: the tension between immediate sales activation and long-term brand building. We explore why many tech and growth-stage companies fall into the trap of over-prioritizing short-term, measurable tactics and how this focus can be "financially ruinous" in the long run. Drawing on the research of marketing experts Les Binet and Peter Field, and psychol...
Scaling a tech business isn't just about moving faster – it’s about moving at the right time. In this episode, we break down how to align your marketing strategy with your company’s maturity.
Key Takeaways:
- Respect the "Maturity Journey" (Crawl-Walk-Run); trying to run before you can crawl will drain your runway
- KPIs need to be relevant to the stage you’re in
- Marketing is a business strategy, not a silo
- Prior...
In this introductory episode, we set the stage for the podcast series. At Sunmico, we’ve spent years documenting insights on B2B marketing and tech transformation.
This podcast is a unique experiment where the content is AI-generated, built directly from our proprietary source materials: articles, videos, presentations and research we’ve already created. My AI colleagues, Mike and Marie, have taken these insights a...
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