B2B SaaS Go-To-Market Strategy & Positioning

Overview

  • Company: C12
  • Industry: Quantum Computing (B2B / Deep Tech)
  • Scope: Go-To-Market Strategy, Positioning & Market Research
  • Role: Product Marketing (Strategy Case Study)
  • Focus: ICP definition, positioning, GTM strategy, thought leadership

Context

C12 is a Paris-based quantum hardware startup developing next-generation quantum processors using carbon nanotube technology.

The company operates in a highly technical and emerging market, where adoption depends not only on innovation but on clear communication, credibility, and education.

The objective was to define a strategy to position C12 as “top of mind” in quantum computing within 2 years.

Problem

  • Complex product: Difficult to communicate value to non-technical stakeholders
  • Emerging category: Low awareness and unclear use cases
  • Crowded landscape: Established players (IBM, Google) and emerging startups
  • Unclear GTM focus: No prioritised audience or structured strategy

Without clear positioning, there was a risk of slow adoption despite strong technology.

Approach

1. Market & Audience Definition

Identified four key audience segments:

  • Industrial clients (pharma, chemicals, logistics)
  • Academic institutions
  • Government & defense
  • Investors

👉 Prioritised industrial clients as the primary ICP due to:

  • immediate use cases
  • high-value contracts
  • faster path to commercialisation

2. Market & Competitive Analysis

  • Analysed key players: IBM, Google, Pasqal, Alice & Bob, Rigetti
  • Evaluated differentiation based on:
    • technology
    • market maturity
    • positioning

👉 Insight:
Most competitors rely on technical narratives, creating an opportunity for clear, application-led positioning

3. Positioning Strategy

Reframed C12 from:

“Quantum hardware company” ➡️ “Enabler of real-world quantum applications”

Focused messaging on:

  • industry-specific use cases
  • business impact (efficiency, optimisation, innovation)
  • long-term competitive advantage

4. Go-To-Market Strategy

Built a structured, multi-channel GTM plan:

  • Content Marketing: white papers, case studies, educational content
  • Thought Leadership: CEO-led visibility and expert positioning
  • Account-Based Marketing: targeting high-value industrial clients
  • Partnerships: collaborations to validate real-world applications
  • Events & Webinars: build credibility and educate the market

👉 Strong emphasis on education-driven marketing to reduce complexity barriers

Execution Plan (0–6 Months)

  • Define ICP and industry-specific messaging
  • Launch SEO-driven educational content
  • Build LinkedIn presence (thought leadership + industry insights)
  • Develop gated content (white papers, case studies)
  • Initiate targeted outreach to high-value accounts

Expected Impact

  • Increased brand visibility in the quantum ecosystem
  • Stronger positioning through industry-specific use cases
  • Improved lead quality through targeted GTM efforts
  • Establishment of C12 as a thought leader in quantum computing

Key Learnings

  • In deep tech, education is a core part of GTM strategy
  • Positioning should focus on applications, not just technology
  • Narrow ICPs enable more effective messaging and targeting
  • Thought leadership is critical for building credibility in emerging markets
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