Deep tech marketing: 3 takeaways for success

A strong brand isn’t just an accessory, it’s a driver of success. Building a successful brand demands marketing efforts from day one, but it ensures that people will recognize your name and want to learn more. Jussi Mäkinen, Co-founder of Distance, understands the power of storytelling. At Maki.vc’s From Complexity to Clarity event, hosted by Investment Manager Ella Eskelinen, Jussi shared why branding, marketing, and clear communication are essential for deep tech success.

Jussi’s company, Distance Technologies, is pioneering the world’s first augmented reality system without external devices, targeting industries like automotive and defense. Despite being just a year old, Distance has secured $10 million in funding, led by Google Ventures (GV), with support from FOV Ventures and Maki.vc. This makes Distance the first Finnish company to secure GV’s investment. Google was drawn to Distance’s hacker mentality, showcasing how a strong brand and vision can attract top-tier investors.

Here are Jussi’s three biggest marketing takeaways for deep tech startups:

1. Clarity equals success: the deeper the tech, the simpler you need to be

Deep tech is complex, but marketing should make it easy to understand. As Jussi explained, clarity in communication translates directly to speed and momentum. If your messaging is overly technical or complex, potential customers, investors, and even employees may struggle to grasp your vision.

2. Trust is built over time: open dialogue between R&D and commercial roles is essential

Startups often struggle with bridging the gap between research and development and commercial teams. However, trust between these groups is critical, especially in deep tech, where cutting-edge innovation must be translated into a compelling business case.

Trust starts at the founding team level and extends throughout the company. Senior leaders play a crucial role in fostering dialogue and explaining complex concepts in ways that commercial teams and investors can grasp. A well-built brand helps establish credibility and trustworthiness, particularly when working with major clients.

3. Marketing is more than external communication: it sets the pace and rhythm for the company

A strong marketing function goes beyond external-facing efforts like social media or PR, it helps shape both the product and the internal culture of a company. According to Jussi, marketing is like the “drums” of a startup, setting the pace and rhythm for everything from product positioning to company identity. A strong brand attracts investors, customers, and top talent.

In deep tech marketing should work closely with R&D and engineering to ensure product values are communicated clearly. Investors often come from technical backgrounds, but those who understand marketing recognize its strategic importance.

Practical marketing tips for startups

• Stay curious, take risks, and delegate. Marketing is about experimentation and learning what resonates.
• Define your scope. Are you just posting on LinkedIn, or crafting a brand identity?
• Hire strong communicators. Marketing success hinges on communication, so having team members who can bridge technical and business perspectives is crucial.

Want to join the discussion? Share your thoughts with us at lets@maki.vc.