Breakthrough Tech to Industrial Traction: Positioning & Comms to Win Customers for AI and Deep Tech

Great technology doesn’t sell itself. Learn how to turn technical differentiation into a clear, credible story that builds trust with B2B buyers and the people around them.

This practical workshop helps AI and Deep tech founders sharpen how they position and communicate their company to B2B and industrial customers and decision-makers.

The session focuses on narrative and messaging: moving from describing what your technology does to explaining why it matters to the people who make, influence, and approve buying decisions. 

During the workshop, Chiara Molena, co-Founder of B2B breakthrough innovation MarComms agency EDERA Lab, will walk through practical examples of two AI and deep tech innovators selling to industrial players: Netherlands-based AI for commissioning platform Perry - together with Co-Founder & CEO Arie Kuiper- and UK-based metals and mining scale-up DEScycle. 

The session will be highly interactive, allowing startups to workshop their positioning and go-to-market communication challenges live and walk away with practical, actionable insights. 

What we’ll cover:

• Translating technical differentiation into commercial value

• Mapping buyers, influencers, and what each needs to hear

• Defining strong, credible, and defensible claims

• Building a messaging hierarchy from company positioning to audience-specific messages

• Creating consistency across sales, marketing, PR, and founder communications

• Using communication to reduce perceived risk and build trust and accelerate adoption

Who is this session for?

CEOs, founders, and C-suite leaders of deep tech and AI ventures selling complex technologies into B2B and industrial markets, particularly those moving from technical validation towards commercial adoption.