No matter what stage your company is in, here's what you need to know about navigating a communications strategy. Photo via Getty Images

The significance of effective communication and its contribution to a company’s success are points regularly stressed by conference panelists and forum speakers. Yet for many founders it’s advice that fuels frustration for how to make communications a priority with a lack of understanding of the practice.

This article combines insights from investors, customers, advisers, and founders, with actionable recommendations that benefit both startups and growth stage leaders who are scaling the impact of their companies.

Why marketing communications is important

Marketing communications combines the use of messages and a broad spectrum of tools to communicate with target audiences in attracting customers, cultivating relationships, acquiring funding, increasing visibility, and growing influence.

To define marketing communications in singular terms limits its impact. “For some, communications is simply a pretty graphic,” says Adam Lipman, managing partner of Ecliptic Capital, “and they don’t think about the importance of communications that speak to the needs of their key audiences in language that will resonate with them.”

It can be tempting to jump straight to producing tools that you can touch, hear and see, but applying thoughtful strategies first has everything to do with how successful those tools will be.

A dangerous misconception

Regardless of how innovative your device, therapeutic or service, there is always competition, including the option of customers doing nothing. “We call it the good enough problem,” says Lipman. “If what’s currently being done is considered good enough, what is the incentive to improve or change it with your idea?”

Comparison is a common method for comprehending a disruptor’s unprecedented concept. Your wearable device that does something no one else’s does will, at the very least, be categorized and compared to other wearables. Your innovative concept for improving cardiovascular patient outcomes will be compared within the broad category of cardiovascular care. To believe there’s no competition to challenge your success, regardless of how unique, is a false sense of security that requires proactive messaging.

“If you don’t define your brand, someone else is going to do it for you, and it may not be what you want,” warns Tatiana Fofanova, co-founder and CEO of Koda Health.

The analogy we use when formulating messaging for our clients is to define their “seat at the table” so that no matter who or how many competitors are seated alongside them, the advantage their solution offers and the beneficial role they fill within the ecosystem is very clear.

Strategically connecting the dots

Distinguishing your company from its competition and motivating action on the part of investors or customers requires communication strategies that connect all the dots.

“Many entrepreneurs think their technology will sell itself,” says Michelle Stansbury, vice president of innovation and IT applications for Houston Methodist. “But for me to understand what we gain by utilizing their product, I want to know what problem are they solving. Does their product increase efficiencies, improve patient satisfaction, or answer a financial problem? Answering these questions is fundamental.”

In addition to messaging that clearly defines how your company is uniquely capable of delivering valuable solutions, it’s important to apply strategies for speaking your audience’s language and identifying the pain points you are capable of relieving. It also requires considering the perspective and experience of an audience’s different members. For instance, if presenting to an investor who is also a neurologist, sharing scientific data will be appreciated. For others, the why and how of what you offer may be better told through story.

The homework you do to fully understand your audience’s needs will not only produce beneficial insights but also demonstrate a level of commitment that can impress influencers and potential funders.

“I’m drawn to founders who want to walk in their customer’s shoes. They are generally deeply empathetic because they've spent time literally walking the halls with them and sat in the chairs next to them,” says John “JR” Reale, venture lead for the Texas Medical Center Venture Fund. “It’s very endearing to see a founder who wants to understand and continue to learn from who they want to serve.”

Actionable advice

Just as marketing communications is defined by multiple components, there are several actionable strategies for getting past the understanding phase. Here are three key recommendations to implement, whether a startup with limited resources or a company experiencing accelerated growth.

As a startup

  • Develop brand messaging that distinguishes your solutions from the competition and captures the compelling purpose and passion of your company’s mission.
  • Establish a working relationship with professional communicators. Though your budget is small, it’s a great way to develop trust and familiarity within the parameters of a single project for when greater resources allow expanded assistance in the future.
  • Identify each of your key audiences, including strategic partners, community influencers, and end users, as well as potential investors and other funding sources. The list may be daunting, so rank contacts in each category and unleash your entrepreneurial curiosity to research their needs and priorities.

The growth stage company

  • Invest in comprehensive communication consultation to elevate your startup marketing communications to the 2.0 level of expected sophistication. This is when the working relationship seeds you planted with a professional communicator really pays off. Trust has been established and there is a fundamental understanding for who you are and why it matters.
  • Just as your business plan provides vital direction, a strategic communications plan functions as an essential blueprint for achieving your goals, including connecting with target audiences, increasing visibility, marketing your company’s services or products, and strengthening your bottom line. Strategies should be tailored to your organization’s specific needs and identify the tools necessary for achieving success.
  • Prioritize and produce marketing tools identified in your plan that promote the company’s impact and build on the brand reputation it has achieved.

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Kelli Newman is president of the Houston-based communication strategies firm, Newman & Newman Inc., where she leads a talented team of marketing professionals advancing the success of their purpose-driven clients.

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CultureMap Emails are Awesome

Houston innovator's new platform empowers wealth building for underserved communities

houston innovators podcast episode 269

For Phillip Yates, this year will be the year of launch. The attorney-turned-entrepreneur has been working on his fintech platform, Equiliberty, for years now, but come the first half of 2025, it's go time.

"We're going to release our technology in Q2 of this year, and we're looking to commercialize it by the end of this year," Yates says on the Houston Innovators Podcast.



The platform connects users with resources to build wealth. Yates, along with his co-founders, Rachel Howard and Cody Bailey, created the company with the mindset that people with lower financial means can take control of their own financial success — in a way that doesn't take away from anyone else.

"Really, (this year is) about how can we move into other markets that have seen what we can do if you celebrate culture, celebrate community, celebrate our differences — and more importantly give opportunities to be wealth builders. You can do this without taking from anyone else."

For years, Equiliberty has worked on convening the community in Houston. Yates, who's also the chairman of social impact innovation organization Impact Hub Houston, spearheaded Black Entrepreneurs Week and Latin Entrepreneurs Week — with more in the works.

"We are a fintech platform, and by convening the ecosystem, we are able to use data to tell the story to those financial institutions that want to get in front of their customers," he says. "All of these are bridges for those who may be unseen and overlooked to have a way into the economy ... and to have access to capital and resources they need to build wealth."

Yates shares on the show how he's evolved his legal career as a corporate and bankruptcy lawyer to entrepreneurship. Last fall, Yates won the award for Ecosystem Builder at the Houston Innovation Awards, an achievement he says validates his career to date.

"You can be a good doer in the world and have a heart that wants to solve a problem, but if you don't have the true experience or the resources to be able to invest in someone, I'm not saying you will be a disservice, but it might be counterintuitive," he says. "Through my experience as a lawyer, it's allowed me to be a greater service."

Houston tech company tapped by NASA for near space initiative

3, 2, 1...

Houston-based space exploration, infrastructure, and services company Intuitive Machines has nailed down a NASA deal to expand the agency’s communications network for spacecraft.

Additionally, NASA recently completed the first round of “human in the loop” testing for Intuitive Machines’ Moon RACER lunar terrain vehicle at the agency’s Johnson Space Center. RACER (Reusable Autonomous Crewed Exploration Rover) is one of three commercially developed unpressurized lunar terrain vehicles being considered for NASA’s Artemis lunar initiative.

Intuitive Machines is among four companies awarded contracts for NASA’s Near Space Network, enabling transmission of data from space to the earth. The network supports NASA missions such as the International Space Station and Hubble Space Telescope. It also will play a role in NASA’s Artemis initiative, which aims to send astronauts to the moon.

Under the initial Near Space Network contracts, project timelines run from February 2205 to September 2029. A five-year option would extend the contracts through September 2034. Collectively, the contracts are worth $4.82 billion.

Intuitive Machines received two contracts for services that will ease communications demand on NASA’s Deep Space Network and “meet the mission requirements for unique, highly elliptical orbits,” says NASA.

“We are privileged to help NASA deliver essential data and transmission services that support missions navigating the critical pathways between [the earth and the moon], and beyond,” Intuitive Machines CEO Steve Altemus says in a news release.

In September, NASA awarded Intuitive Machines a contract for development of a constellation of lunar data satellites.

Meanwhile, conclusion of “human in the loop” testing puts Intuitive Machines one step closer to its Moon RACER vehicle being chosen for the Artemis lunar initiative. Vehicles from two other companies are in the running. The winning vehicle is scheduled to be announced in 2025.

“Human in the loop” testing enables NASA astronauts to provide feedback on the lunar vehicles’ functionality, safety, and design.

The Moon RACER, featuring a rechargeable electric battery and a robotic arm, is designed to accommodate two astronauts and 882 pounds of cargo. Furthermore, it is supposed to pull a trailer loaded with 1,764 pounds of cargo.

14 Houston startups start 2025 with fresh funding

recent vc activity

Houston startups wrapped up the last few months of 2024 with big funding news — from several seeds and series As to series C rounds and extensions.

Here are 14 Houston startups that secured funding in the the last four months of last year, according to reporting by InnovationMap.

Citroniq Chemicals secures $12M series A (September)

Houston-based Citroniq Chemicals has secured its series A funding. Photo via Getty Images

A fresh $12 million round of funding will enable Houston-based Citroniq Chemicals to propel planning, design, and construction of its first decarbonization plant.

An unidentified multinational energy technology company led the series A round, with participation from Houston-based Lummus Technology Ventures and cooperation from the State of Nebraska. The Citroniq plant, which will produce green polypropylene, will be located in Nebraska.

“Lummus’ latest investment in Citroniq builds on this progress and strengthens our partnership, working together to lower carbon emissions in the plastics industry,” Leon de Bruyn, president and CEO of Lummus Technology, says in a news release. Read more.

MetOx raises $25M series B extension (September)

A Houston company has raised funding. Photo via Getty Images

A Houston company has closed its series B extension at $25 million.

MetOx International, which develops and manufactures high-temperature superconducting (HTS) wire, announced it closed a $25 million series B extension. Centaurus Capital, an energy-focused family office, and New System Ventures, a climate and energy transition-focused venture firm, led the round with participation from other investors.

"MetOx has developed a robust and highly scalable operation, and we are thrilled to partner with the Company as it enters this pivotal growth stage," says John Arnold, founder of Centaurus, in a news release. "The market for HTS is expanding at an unprecedented pace, with demand for HTS far outweighing supply. MetOx is poised to be the leading U.S. HTS producer, closing the supply gap and bringing dramatic capacity to high power innovations and applications. Their progress and potential are unmatched in the field, and we are proud to support their growth." Read more.

Utility Global's $53M series C investment (September)

Utility Global’s technology enables reduction of greenhouse gas emissions along with generation of low-carbon fuels and chemicals. Photo courtesy of Utility Global

Houston-based Utility Global, a maker of decarbonization-focused gas production technology, has raised $53 million in an ongoing series C round.

Among the participants in the round are Canada’s Ontario Power Generation Pension Plan, the XCarb Innovation Fund operated by Luxembourg-based steel company ArcelorMittal, Houston-based investment firm Ara Partners, and Saudi Aramco’s investment arm. Read more.

Bot Auto's $20M pre-series A (October)

The Investment is expected to help expand Bot Auto's tech development in autonomous trucking that will focus on safety and operation efficiency. Photo courtesy of Bot Auto

A Houston-based autonomous vehicle technology company has raised early funding.

Bot Auto has announced the completion of its pre-series A funding round which was oversubscribed and raised $20 million. The round was led by investments from Brightway Future Capital, Cherubic Ventures, EnvisionX Capital, First Star Ventures, Linear Capital, M31 Capital, Taihill Venture, Uphonest Capital, and Welight Capital.

“As true believers in autonomous trucking, we're thankful for our investors' shared vision,” Xiaodi Hou, founder and CEO of Bot Auto, says in a news release. “Our strong commitment, combined with recent AI advancements and a sharpened focus on operational efficiency, has created a clear path to commercialization.” Read more.

Mstack raises $40M series A (October)

Shreyans Chopra, founder of Mstack, is celebrating the close of his company's $40 million series A. Photo courtesy of Mstack

Houston-based Mstack, whose platform helps manufacturers source specialty chemicals, has raised $40 million in a series A funding round.

Lightspeed Venture Partners and Alpha Wave Incubation led the round, which includes a debt facility from HSBC Innovation Banking and money from several angel investors.

In a news release, Mstack says the infusion of cash will enable it to “double down on its mission to disrupt a historically flawed supply chain for specialty chemicals.” Read more.

DocJuris raises $8M series A (October)

DocJuris has raised a $8 million series A. Photo via Getty Images

Houston-based DocJuris, a leader in AI contract review, announced the successful closure of its series A funding round by raising $8 million in new capital. This brings the total capital raised to date to $11.2 million.

"DocJuris AI has become an industry-leading platform that empowers enterprise legal, procurement, and sales teams to close deals faster while reducing risk," DocJuris CEO and Founder Henal Patel says in a news release. "With this funding, we will continue scaffolding our platform around generative AI, expand our customer success team, and grow our user base." Read more.

Paladin lands $5.2M in seed funding (October)

Paladin’s AI-enhanced autonomous drones help public safety agencies, such as police and fire departments, respond to 911 calls. Photo via paladindrones.io

Houston-based Paladin, whose remotely controlled drones help first responders react quickly to emergencies, has collected $5.2 million in seed funding.

Gradient, a seed fund that backs AI-oriented startups, led the round. Also participating were Toyota Ventures, the early-stage VC arm of Japanese automaker Toyota; venture capital firm Khosla Ventures; and VC fund 1517.

“We believe Paladin will drive meaningful change in public safety and redefine how communities are served,” Gradient said in an announcement about the seed round. Read more.

March Biosciences' oversubscribed $28.4M series A (October)

March Biosciences' oversubscribed raise brought in $28.4 million of financing with Mission BioCapital and 4BIO Capital leading the pack of investors. Photo via Getty Images

An emerging biotech company in Houston has closed its series A with outsized success.

March Biosciences' oversubscribed raise brought in $28.4 million of financing with Mission BioCapital and 4BIO Capital leading the pack of investors. The company has now raised more than $51 million in total.

Last year, March Biosciences announced its strategic alliance with CTMC (Cell Therapy Manufacturing Center), a joint venture between MD Anderson Cancer Center and National Resilience. CEO Sarah Hein met her co-founder, Max Mamonkin, at the TMC Accelerator for Cancer Therapeutics. Along with fellow co-founder Malcolm Brenner, March Biosciences launched from the Center for Cell and Gene Therapy (Baylor College of Medicine, Houston Methodist Hospital and Texas Children’s Hospital). Its goal is to fight cancers that have been unresponsive to existing immunotherapies using its lead asset, MB-105. Read more.

CrossBridge Bio closes $10M seed round (November)

CrossBridge Bio, formed during the TMC Innovation’s Accelerator for Cancer Therapeutics program, closed a $10 million seed round led by TMC Venture Fund and CE-Ventures. Photo via Getty Images

A Houston biotech company based off research out of UTHealth Houston has raised seed funding to continue developing its cancer-fighting therapeutic.

CrossBridge Bio, formed during the TMC Innovation’s Accelerator for Cancer Therapeutics program, closed a $10 million seed round led by TMC Venture Fund and Crescent Enterprises' VC arm, CE-Ventures. The round also included participation from Portal Innovations, Alexandria Venture Investments, Linden Lake Labs, and several pre-seed investors.

“We are thrilled to have the support of such experienced investors who share our vision of bringing transformative cancer therapies to patients in need,” Michael Torres, CEO of CrossBridge Bio, says in a news release. Torres served as an entrepreneur in residence of ACT. Read more.

Helix Earth closes $5.6M in seed funding (November)

Helix Earth's technology is estimated to save up to half of the net energy used in commercial air conditioning, reducing both emissions and costs for operators. Photo via Getty Images

A Houston startup with clean tech originating out of NASA has secured millions in funding.

Helix Earth Technologies closed an oversubscribed $5.6 million seed funding led by Houston-based research and investment firm Veriten. Anthropocene Ventures, Semilla Capital, and others including individual investors also participated in the round.

“This investment will empower the Helix Earth team to accelerate the development and deployment of our first groundbreaking hardware technology designed to disrupt a significant portion of the commercial air conditioning market, an industry that is ready for innovation,” Rawand Rasheed, Helix Earth co-founder and CEO, says in a news release. Read more.

Fervo Energy's $255M in additional funding (December)

The deal brings Fervo's total funding secured this year to around $600 million. Photo courtesy of Fervo

A Houston company that's responding to rising energy demand by harnessing geothermal energy through its technology has again secured millions in funding. The deal brings Fervo's total funding secured this year to around $600 million.

Fervo Energy announced that it has raised $255 million in new funding and capital availability. The $135 million corporate equity round was led by Capricorn’s Technology Impact Fund II with participating investors including Breakthrough Energy Ventures, CalSTRS, Congruent Ventures, CPP Investments, DCVC, Devon Energy, Galvanize Climate Solutions, Liberty Mutual Investments, Mercuria, and Sabanci Climate Ventures.

Additionally, Fervo secured a $120 million letter of credit and term loan facility from Mercuria, an independent energy and commodity group that previously invested in the company.

The funding will go toward supporting Fervo's ongoing and future geothermal projects. Read more.

Square Robot closes series B after year of growth (December)

The advanced submersible robotics company will put the funds toward international expansion. Photo courtesy of Square Robot

Houston- and Boston-based Square Robot Inc. closed a series B round of funding last month.

The advanced submersible robotics company raised $13 million, according to Tracxn.com, and says it will put the funds toward international expansion.

"This Series B round, our largest to date, enables us to accelerate our growth plans and meet the surging global demand for our services,” David Lamont, CEO, said in a statement. Read more.

Indapta Therapeutics secures $22.5M (December)

Houston- and Seattle-based Indapta Therapeutics has fresh funding to grow its cancer-fighting cell therapy. Photo via Getty Images

A promising cell therapy company has raised its latest funding round — to the tune of $22.5 million.

Indapta Therapeutics, which has a dual headquarters in Houston and Seattle, is a clinical stage biotechnology and next-generation cell therapy company focused on the treatment of cancer and autoimmune diseases. The company announced it has closed a $22.5 million round of new financing to accelerate the clinical development of its differentiated allogeneic Natural Killer cell therapy.

"This funding will enable us to generate significant additional data in our ongoing trial of IDP-023 in cancer as well as initial data from our first trial in autoimmune disease," Mark Frohlich, Indapta’s CEO, says in a news release. Read more.

SmartAC.com's latest round (December)

Houston-based Mercury backed SmartAC.com in a follow-on round. Photo via of SmartAC.com

Houston-based SmartAC.com, which provides a customer loyalty management platform for contractors, has raised a follow-on round from Mercury Fund and other investors. The dollar amount of the round wasn’t disclosed.

An October filing with the U.S. Securities and Exchange Commission (SEC) indicates SmartAC.com planned to raise $8.2 million in venture capital. Of that sum, about $4 million had already been raised, the company reported, and nearly $4.2 million remained to be raised.

SmartAC.com's platform enables contractors in the HVAC and plumbing industries monitor, manage, and optimize their maintenance memberships through advanced sensors, AI-driven diagnostics, and proactive alerts. Read more.