As marketers, we’re storytellers for the brands we represent. At York IE, we’re launching a new series spotlighting the individuals crafting stories, orchestrating go-to-market strategies and executing across all channels. They embody their brand, laying the groundwork for scalability. Join us as we uncover the story behind the story with the top marketers in SaaS. Here, we talk to Carolyn Jackson, a director of marketing: As marketers, we often are storytellers for the companies and brands we work with and for. But everyone has a story. What’s yours?   Born and raised in St. Louis ..read more

(MANCHESTER, N.H., April 9) — York IE, an advisory and venture capital firm that helps technology companies grow, today announced its investment in JUICER, the pioneer in restaurant revenue management and pricing solutions. York IE led JUICER’s $5.3 million Seed round, which also included investments from Augment Ventures, Mudita Venture Partners and several restaurant and hospitality industry luminaries. “JUICER is at the forefront of a fundamental shift in how restaurants operate and compete,” said Marshall Everson, vice president of investments and strategy at York IE, who will also join JU ..read more

Don’t forget about building landing pages as part of your SaaS website! Most websites contain the high-priority pages: Homepage, Product, Pricing, About Us, etc. These generic pages are designed to appeal to a wide audience. They’ll tell the story of your company: who you are, how your product works and why your customer should choose you as their provider. Building a landing page allows you to be more targeted. Instead of painting the broad strokes, you’ll focus this page on a specific use case and persona — and do everything you can to convince them to take action. Landing pages can be conve ..read more

(MANCHESTER, N.H., Apr. 4) — York IE, an advisory and venture capital firm that helps technology companies grow, today announced its investment in Völur, a global software company in meat industry optimization. York IE participated in Völur’s $2.8 million funding round, as did Serra Ventures and Völur’s corporate partner, SARIA. Existing investors Idékapital, Fusion Fund and Fortress Fund followed on with additional investments. Völur also announced the appointment of Anna Turvoll as its new CEO. “Völur stands out with its innovative approach to making the meat industry more optimized and sust ..read more

As marketers, we’re storytellers for the brands we represent. At York IE, we’re launching a new series spotlighting the individuals crafting stories, orchestrating go-to-market strategies, and executing across all channels. They embody their brand, laying the groundwork for scalability. Join us as we uncover the story behind the story with the top marketers in SaaS. Here, we talk to Justin Fink, head of marketing at Machinify: What’s your current role? What do you love about B2B marketing?  I am the head of marketing for Machinify, where I am building the marketing function from the groun ..read more

By the York IE Investment Team and Luke Sophinos When people think about exceptional SaaS businesses they often think about horizontal ones: Salesforce, Google, OpenAI, amongst many others. Horizontal SaaS provides a general software solution that is applicable to multiple industries. Naturally, targeting more industries means that the total addressable market is going to be extremely large. The breadth of that potential customer base, however, can also be its downside as building a highly relevant product experience and a cost-effective go-to-market (GTM) can be difficult when casting too wid ..read more

You can’t afford to stop marketing. But in this economy, you might feel like you can’t afford to keep marketing, either. So what do you do? Many businesses attempt to find a middle ground by outsourcing some of their functions to external agencies, consultants and partners. But the number of digital agencies in the U.S. has grown by 54% over the past five years, according to Promethean Research. With all of these options, how do you know you’re picking the right partner for you? We’ve developed York IE’s marketing practice specifically for growing tech companies. We’re helping them build brand ..read more

As an eager college graduate, there was no doubt in my mind about what industry I wanted to begin my professional career in. Growing up throughout the rise of social media sparked my initial interest in marketing. During my college courses, I became fascinated by the ways media and content affect consumers’ thoughts and behaviors. I couldn’t wait to get started and see first-hand the impact different marketing tactics could have on a brand. I learned quickly that a career in marketing has many different paths. I’m so grateful that my journey has now landed me as a website and digital marketing ..read more

(MANCHESTER, N.H., Feb. 29) — York IE, a vertically integrated strategic growth firm, today announced its partnership with the Vermont Center for Emerging Technologies (VCET) to help support tech startups in the state. Through the partnership, York IE will offer advisory services to VCET companies at a 10% discount. These services, which help businesses navigate the pressure and complexity of rapid scaling, will complement VCET’s benefits, including free business advising, mentorship, accelerator and coworking space in downtown Burlington, access to capital through venture funds and syndicate ..read more

How do you scale a successful technology company? Conventional wisdom tells us that big-name agencies, analysts and consulting firms are key ingredients in any startup’s journey. Securing the services of these firms is the only way to mature your business, and you’re not legit unless you do — or so the thinking goes. But guess what? Conventional wisdom isn’t always the answer. The institutions purpose-built to support startups are failing them. My previous company, Dyn, spent millions of dollars a year on various firms: executive coaching, strategic communication, sales training, industry anal ..read more