If you work in adtech, your product probably does something complex. But if your marketing is confusing, buyers tune out. That’s why having a clear narrative is one of the most important parts of your strategy.
Your narrative is the story you tell about your company and product. It should explain the problem you solve, why it matters, and how you do it better than others. It’s not your pitch deck. It’s the one or two sentences people remember after a call or visit to your site.
Start by defining your audience. Are you talking to publishers, brands, agencies, platforms, or all of them? Your story should speak to the needs and pain points of that group.
Then get to the core problem. What broken part of the ad buying or selling process are you fixing? Be honest. Don’t try to say you do everything. One clear use case is stronger than five vague ones.
Now explain your solution in plain terms. What do you do that others don’t? What makes your approach different? Avoid buzzwords unless your buyer already uses them.
Tie it all together with results. Can you reduce wasted ad spend? Help partners monetize better? Improve campaign visibility? These are the things buyers care about.
A good narrative keeps everyone on the same page. It makes your product easier to understand and your brand easier to remember. If your sales, marketing, and leadership teams all say something different when asked what you do, it’s time to fix that.
Sam Khoury
Founder, Cedar Consultants
Creative consulting solutions for Adtech