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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9 can't-miss Houston business and innovation events for May

where to be

There's a lot to learn this month at events around Houston. Hear from AI and energy experts or gain insights into how to tap into funding at informative panels or sessions.

Here are the Houston business and innovation events you can't miss in May and how to register. Please note: This article might be updated to add more events.

May 1 - Ion Block Party + 3rd Annual Crawfish Cookoff

Head to this special edition Block Party, featuring a crawfish cook-off competition among the Ion’s businesses. Competing teams include Ion/Rice Alliance, Transwestern, Black at Microsoft, United Protective Services, Nexus, PersonaAI, South Main Baptist, Late August, Lymbar and LickleLab/Sports Monkey.

This event is Thursday, May 1, from 4-7 p.m. at the Ion. Register here.

May 5 - Fireside Chat and Book Launch: ‘AI Made Simple: Results Made Real.’

Learn more about how AI is reshaping business and what leadership in the AI era looks like at the launch of Kathleen Perley’s book, AI Made Simple: Results Made Real, hosted by Rice Business Executive Education. Perley is founder and CEO of DemystifAI and an instructor and advisor at Rice University. She will sit down with Marie Myers, CFO of Hewlett Packard Enterprise, for a discussion and will be signing copies of her book after the fireside chat.

This event is Monday, May 5, from 5:30-7:30 p.m. at the Ion. Register here.

May 6 - Houston’s AI-Driven Data Center Boom: Investment, Innovation, and Policy

In light of Houston’s growing influence as a data center hub, the Greater Houston Partnership will present an informative panel focused on the investment landscape, technological advancements, and policy considerations shaping the future of AI-driven data centers in Houston. Panelists include leaders from Moelis, Quanta, and the Houston Northwest Chamber of Commerce.

This event is Tuesday, May 6, from 11:30 a.m.-1 p.m. at Partnership Tower. Register or become a member here.

May 6 - Doing Business with the Federal Government - The Woodlands

The SBA Houston District Office, in collaboration with Sam Houston State University SBDC, will host an informative session to share insights on how small business owners can work with the U.S. government. Topics include how the government buys goods and services, the SBA’s role in government contracting, federal government contracting programs, the advantages of small business set-asides, marketing your business, identifying federal opportunities and more.

This event is Tuesday, May 6, from 10-11:30 a.m. at Sam Houston State University - The Woodlands Center. Register here.

May 8 - Industrious Launch Party

Attend the opening of Industrious’ new coworking space at the Ion. Anteendees can tour the new space, meet the team, enjoy a silent disco and network. Light bites will be provided by Late August, Lymbar, and Stuff’d.

This event is Thursday, May 8, from 5-8 p.m. at the Ion. Register here

May 12 - Headshot Happy Hour 

Hosted by Natalie Presnediue, Headshot Happy Hour caters to entrepreneurs, business owners, creatives and professionals who want to enhance or update their online presence. Each session includes a 15- to 20-minute mini shoot and three professionally retouched images. Light refreshments will be served.

This event is Monday, May 12, at the Ion. Learn more here.

May 12-14 - Greentown Labs’ Investor Activation Series

Greentown Labs will host a three-day series for investors interested in climatetech, centered around the incubator’s invitation-only Manufacturing Sector Pitch Day. Panels throughout the event will focus on early-stage investment, emerging opportunities, and tools for investors, presented by organizations like Houston Angel Network and New Climate Ventures.

This event begins Monday, May 12, at Greentown Labs. Register here.

May 13 - Women in Venture Investing: Expanding Influence and Building Wealth

Houston Angel Network will host a luncheon focused on how women can enter and thrive in the venture capital space. Anthea Zhang, professor of strategic management at Rice University, will present the keynote address along with a panel featuring leaders from Hunton, JP Morgan Private Bank, HRSS CPAs, Weathergage Capital, and Houston Angel Network.

This event is Tuesday, May 13, from 11 a.m.-1:30 p.m. at the Junior Leauge of Houston. Get tickers here.

May 28-30 - CHARGE North America

This intimate, immersive experience is tailored to forward-thinking energy professionals. The conference includes hands-on interactive workshops led by top strategists; real-world case studies; and insights from leading speakers on resilient branding, consumer expectations, and climate action. Attendees will engage in panel discussions on sustainability and energy diversification and enjoy exclusive networking opportunities with global executives and innovators.

This event begins Wednesday, May 28, at the Ion. Register here.

Houston clean energy co. wins $50 million at Elon Musk-backed competition

xprize winners

Houston-based Mati Carbon has won the $50 million grand prize in the XPRIZE Carbon Removal competition, backed by Elon Musk’s charitable organization, The Musk Foundation.

Mati was selected in 2024 as one of 20 global finalists. The company removes carbon through its Enhanced Rock Weathering (ERW) program that works with agricultural farms in Africa and India.

The 3-year-old startup accelerates the natural process of rock weathering (ERW) by applying pulverized basalt to croplands of partnered smallholder farmers, free of charge. Mati says the farmers it partners with are some of the most vulnerable to the impacts of climate change.

“Winning this XPRIZE competition is an incredible honor and a definitive validation of our research and development, and building out the infrastructure needed to impact millions of farmers while delivering verifiable carbon dioxide removal at a gigaton scale,” Mati Carbon Founder and CEO Shantanu Agarwal, said in a news release. “I couldn’t be prouder, not just of the Mati team, but of our collaborators, research partners and the thousands of smallholder farmers who let us be part of their lives. This XPRIZE recognition will allow us to collaborate with local partners to accelerate the use of enhanced rock weathering across the Global South.”

Mati reports that it plans to use the award to “scale its efforts working with smallholder farmers worldwide.” Apart from the XPRIZE funding, Mati plans to grow its model through the sale of CDR credits. According to the company, it counts Shopify, Stripe, and H&M among its early carbon credit buyers.

“Mati Carbon’s deployments bolster farmers’ livelihoods through improved soil health, reduced agricultural inputs, and increased income at zero cost to them. Mati Carbon’s team has developed a scientifically rigorous approach to monitoring and verification, and excelled across each of XPRIZE’s prize evaluation criteria – operational, sustainability, and cost metrics – giving the XPRIZE judges the highest confidence in Mati Carbon’s solution’s long-term scalability,” the XPRIZE judges wrote.

Houston-based Vaulted Deep took home the second-runner-up prize in the competition and $8 million for its organic waste storage process. The company provides permanent carbon storage by injecting nonhazardous organic waste deep underground. It spun off with $8 million in seed funding from Advantek Waste Management Services in 2023.

"Our approach is grounded in geomechanical injection techniques that have been safely deployed globally for decades by our team and predecessors," Omar Abou-Sayed, co-founder and executive chairman of Vaulted, said in a separate release. "XPRIZE recognized that this is a proven approach—already in use, delivering impact, and built on the kind of reliability the industry needs to scale responsibly."

Launched in 2021, the four-year XPRIZE Carbon Removal competition challenged global innovators to deploy scalable solutions for removing carbon dioxide from the atmosphere and oceans. More than 1,300 teams from 88 countries competed. XPRIZE finalists were required to remove at least 1,000 tonnes of CO2 over a one-year demonstration period.

French company NetZero took home the first-runner-up prize of $15 million, and London-based UNDO came in as third-runner-up with a $5 million prize.

Since the announcement of the XPRIZE Carbon Removal competition, the Musk-led Department of Government Efficiency has cut climate funding for agencies, projects and research. While the Musk Foundation sponsored the XPRIZE event, it is not affiliated with the California-based organization, according to the Associated Press.

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This story originally appeared on our sister site, EnergyCapitalHTX.com.

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