What’s

Your Story?

We help build breakthrough go-to-market strategies
and programs that unlock the next level of growth.

Let's work together

Fast Forward

You know your product has the potential to become a breakout success and leader in your category, but to get there every marketing and sales touchpoint has to deliver a clear, concise, and compelling story. Elevate your growth potential with STELR’s agile go-to-market approach:

Align

Unify your product, sales and marketing teams with one voice so you can approach the market with confidence and deliver faster, more consistent growth.

Accelerate

Accelerate pipeline volume and velocity with content that predictably builds mindshare and moves more buyers from awareness to action.

Scale

Scale what works with launch programs and growth playbooks that give your sales and marketing teams a repeatable path to success.


Outperform the competition

Emerging growth companies that align their product, sales, and marketing teams experience up to:

Higher Revenue Growth
Greater Profitability

SOURCE: Forrester Decisions

What we do

Strategy

Create a plan that defines your marketing objectives, target buyers, and the mindset-shift needed to differentiate your products and make them a must-buy in your category.

Storytelling

Map your product vision with buyer mindset to create a unified messaging framework that strengthens all your market-facing content.

Content

Develop compelling content that propels prospects through the buyer journey to drive greater marketing and sales performance.

Launch

End-to-end launch planning and execution to maximize the magnitude of impact for your next big release.


What’s our
story?

Managing Director
Jeff Minich

Background

STELR provides strategy and go-to-market consulting services led by industry veteran, Jeff Minich. Jeff has worked with several market leaders, including AWS, Amazon Ads, Transunion Digital, Yahoo, and Omniture (Adobe) to help build new categories and launch emerging products in digital marketing and analytics. At AWS, Jeff led the global consulting alliance with Deloitte Digital, focused on cloud and gen AI marketing transformation for Fortune 500 brands. At Amazon, Jeff led product strategy for the AWS+ Amazon Ads S-team initiative to provide integrated cloud marketing solutions to enterprise customers. At Yahoo, Jeff led product for Yahoo Advertising’s people-based audience targeting and measurement platform, Audience Match, which was adopted by over two-thirds of the Top 200 US advertisers. Jeff holds an M.S. in Predictive Analytics from Northwestern University.

Past Work

Portworx Content Preview

IBM and Microsoft Partnership Launches

Portworx, the storage platform for Kubernetes, turned to STELR to help launch its global partnerships with IBM Cloud and Microsoft Azure. The launches included partner sales enablement, custom print and digital content for each platform, partner microsite and landing page content, and four global sales kickoff events. As a result of these launches, Portworx was able to build meaningful connections with hundreds of IBM and Microsoft sellers, double its partner field engagement goal, and successfully kickstart the growth of each partnership.

View content example
ABMartin

IBM Reseller Partnership Launch

To support its new global reseller alliance with IBM, ABMartin wanted to refresh and simplify its product story and content to help IBM sales teams more effectively introduce unstructured data masking products to customers. ABMartin enlisted STELR to rebuild its product messaging, integrate this new messaging into core sales content and collateral, and redesign its brand identity. The changes helped ABMartin achieve a successful launch with IBM Sales, accelerating overall adoption of ABMartin’s unstructured data masking products as part of the IBM partner products portfolio.

Read the case study

US Launch of Transunion Digital Audience Products

Stelr founder, Jeff Minich, led the US launch of Transunion’s digital audience products. This program included custom print and digital content, direct mail and email campaigns, and large scale industry event activations. This evergreen campaign ultimately reached over 10,000 media buyers in the Financial Services and Insurance industries, driving TransUnion audience products to over 12x revenue growth in three years.

View content example

Fundraising for Stem Cell Research

The Stanford Institute for Stem Cell Biology and Regenerative Medicine and the Stanford Department of Pediatrics have created a new, non-toxic treatment
called Monoclonal Antibody Conditioning (MAB), which can target and selectively kill only the diseased stem cells prior to a blood stem-cell transplant. This breakthrough treatment has the potential to greatly increase the number of people eligible for transplant, while significantly reducing side effects and treatment complexity. To support fundraising efforts for this groundbreaking research, STELR developed messaging, content, and new visual concepts designed to help simplify complex research concepts for potential donors. The research program successfully met its 2020 fundraising goal with a generous grant from the Bill and Melinda Gates Foundation.

Yahoo Audience Match

US Launch for Yahoo Audience Match

As a product manager at Yahoo, Stelr founder, Jeff Minich, led the US launch of Yahoo Audience Match, Yahoo’s first generation of people-based targeting and measurement products. The launch included sales enablement for Yahoo’s 1200 person field sales organization, a multi-city event tour, press and analyst relations, and a print and digital campaign targeted at media buyers for the Top 200 US advertisers. The launch helped to propel Audience Match adoption by over two-thirds of the Top 200 US advertisers and product line revenue growth of over 500% in three years.

US Launch for Omniture Developer Connection

As head of platform product marketing at Omniture, Stelr founder, Jeff Minich, led the launch of Omniture’s developer community and platform. This program included custom developer content and toolkits, large-scale industry event activation, demand generation programs, and analyst and press relations. The launch yielded over 1000 new active developer users, rapidly accelerating adoption of Omniture’s third-party development and integration platform.

Testimonials

“Jeff is a gifted strategist who easily translates insights into actions that make a positive impact on the business.”

Krista Panoff  SVP, Global Enterprise Development, Innovid

“Jeff’s ability to break down complex product concepts into simple language and build rapport with marketers and executives is exceedingly rare.”

Jackie Lamping CMO, Barry’s

“STELR provided the creative spark and experienced execution needed to successfully launch our cloud partnerships with IBM and Microsoft.”

Sarvesh Jagannivas CMO, Portworx

“STELR has been invaluable in helping us with our brand identity, value, and go-to-market strategies. They’re a key member of our growth team.”

Barbara Martin Co-Founder, ABMartin

Recent Blog Posts

  • Jeff Minich
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Marketing Performance Spirals

 Marketing Performance Spirals 2560 1707 Jeff Minich

Like an aircraft pilot caught in a death spiral, disoriented and unable to see the horizon, marketers in a performance spiral fail to anchor execution to their particular market situation and/or position in the product lifecycle.

Product Marketing Fails

 Product Marketing Fails 1500 1000 Jeff Minich

Product marketing is one of the hardest functions to establish in a growing marketing organization. Part of the reason it’s so difficult is…

Ask This Question Before Your Next Big Launch

 Ask This Question Before Your Next Big Launch 2560 1280 Jeff Minich

Make your next launch a success by asking this one simple question.

Ecosystem Messaging

 Ecosystem Messaging 1500 1125 Jeff Minich

How to build a platform messaging framework for your partner ecosystem

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