ScaleCrush

Think about the last time you bought something. 

Why did you buy?

I'll tell you: because it helped you do something. It solved a problem for you.

We help B2B software brands reconnect their products to the problems they solve.

Most brands market on features and benefits.

This is the business equivalent of going on a date and saying "I'm so beautiful and muscular. And I can do a handstand. Marry me."

How good is your dating game? Mine is terrible, but it sure is better than that.

The traditional approach to content starts with keyword research and ends with regurgitated, fluffy content that no one wants to read but somehow ends up ranking.

We flip that on its head.

We start with the end: what do people need?

What problems do you solve?

And don't hit me with: "We help people save time, effort and money" because that's not good enough.

Our framework is easy: 

- Audit
- Build
- Scale

Audit your market, your customers, your existing assets to determine the best course of action.

Build a strategy based on your existing content, the new content you need and how it needs to be delivered.

Scale your content production with quality content instilled with your expertise and your narrative.

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What problems do WE solve?

We help B2B software companies turn a necessary evil into their greatest marketing asset.

CEO, Founder

Self-Employed

SEO Consultant - Top Rated Superstar

GreenGalileo Media

SEO Consultant

I help tech leaders figure out what marketing should look like ╏ Evidence-Based-Marketing Advocate ╏ Cargo Bike Enthusiast

5 pm on what's becoming a tedious and rainy Thursday night.

You're sitting at your desk, anxiously looking at yet another reporting dashboard.

As you parse all the jargon-filled graphs, you are once again grabbed by that feeling of despair: "if that's not working, what should we do?"

"What's our next move?"

You feel like you've tried it all: LinkedIn, Product Hunt, G2/Capterra, Slack Communities, Demand Generation.

Heck, you even hired that 10k/mo LinkedIn Ads agency last summer, thinking they'd bring you the growth you needed.

When you take into account the 30k that you paid them, it's all even.

With a bit of shame, you remember that 4k/mo cold outreach agency that did the same the summer before.

"What's the key to all of this?", you ponder, "H come marketing seems so easy on LinkedIn, but so hard in reality?"

"Should we go harder on demand generation, or ramp up our paid spend even more? Maybe if we switch creative agencies our creative will convert better."

You don't know it yet, but now's the time for the hard-to-swallow pill.

As you reflect back on your last few months or even years, you get filled with fear, and an impending sense of doom: did you really do any marketing?

You did everything the LinkedIn gurus told you to do - is it time to stop listening to them?

"How do brands grow?"  
"Why do people buy?"
"Who should I trust?"

---

I can answer those questions.

1 - Brands grow by being mentally and physically available.

In other words, memorable and easy to get.

2 - People buy because whatever you have to sell solves their problems.

If it doesn't, you'll have to create a problem for them or convince them that it does indeed solve a problem they already have.

3 - You shouldn't trust anyone on the internet who has something to sell - me included.

---

But hear this out: you most likely haven't done any real marketing work to date.

What you've done is saw together a Frankenstein monster that you call marketing: part ads, part email outreach, part webdesign, part community building.

Now that monster is alive, and it's frightening.

Marketing isn't a collection of tactics - it has 3 parts: Diagnosis, Strategy, and Execution.

Most companies do #3 without ever thinking about #1 and #2.

This is what I help them do.

Check out our website to find out more :)

Vince Moreau

Eric Holtzclaw

Liger

As Chief Strategist of Liger, Eric evaluates businesses to improve products, services, support and marketing strategies for overall effectiveness. Along the way, Eric teaches companies how to understand their customers better so they build solid teams that deliver to customer expectations.

A trusted advisor to Fortune 500 companies and small business owners alike, Eric uses his extensive experience starting, growing and running his own businesses in concert with a knowledge base from over a decade of business and consumer interviews to accelerate a deeper understanding of the true behaviors, motivations, goals, preferences and expectations of customers and teams.  

A sought after speaker, writer and thought leader, Eric's passion is to apply customer-based knowledge to emerging trends in technology creating new opportunities and improving existing business models.

Chief Strategist

Tarkenton Private Capital

Actively guiding the firm's investment strategies and shaping the future of innovative startups and early-stage companies in the portfolio.

Collaborate closely with entrepreneurs, founders, and CEO's, guiding them through growth challenges, refining business models, and providing valuable industry connections. Analyze market trends, identify emerging opportunities, and contribute to portfolio optimization. Contribute to the success of both the firm and the startups we support, fostering innovation and driving impactful returns on investment.

Principal

PossibleNOW

Provide strategic direction for the adoption of the MyPreferences platform within enterprise clients. MyPreferences allows companies to "Listen, Remember and Respond" to their customers' desires for overall engagement and customized experience.

Formation of a Professional Services Organization within PossibleNOW to assist Fortune 500 companies with both the strategic evaluation of enterprise-wide preference management and the implementation of the MyPreferences SaaS solution.  

Serve as the interface between PossibleNOW and industry analysts, potential PSO partners and vendors.  Establishment of proprietary research and best practices for the centralization of preference management and maximizing user adoption with an eye toward existing and future marketing needs.

Chief Strategy Officer

Mansueto Ventures

Weekly column on Inc.com providing advice to business owners and entrepreneurs.  The column covers trends in technology, leadership, employee management and research.

http://www.inc.com/author/eric-holtzclaw

Columnist, Lean Forward on Inc.com

User Insight

As CEO of User Insight, Eric Holtzclaw oversaw strategic service offerings and ensured operational excellence and innovation across the business. 

User Insight's body of work gave Eric the unique opportunity to interview thousands of users across industries where they work, live and play to truly understand "why" they do what they do within different contexts.  User Insight delivers over 150 projects a year supporting the world's largest brands.  This vantage point provided a unique perspective and understanding of the dramatic impact created by relationship-based technologies and a preview of the future based on the "Internet of Things".

Chief Executive Officer

CyberSource

Part of the leadership for a new team tasked with creating a professional services arm within CyberSource to support deployment and extension of CyberSource's core payment and fraud offerings.

Specific highlights include:

- Responsible for negotiating relationship with order fulfillment partner and rollout to organization 
- Creation of stored value offerings
- Supporting United Kingdom and Saudi Arabia in development of emerging markets
- Development of statements of work, pricing and pitches of key high profile projects

Practice Manager

Silicon Graphics

Created Internet Services practice for SGI's newly formed Professional Services organization that generated $30 million a quarter in new business

Responsible for identifying partner companies to add new solutions for extension of SGI hardware

Advised SGI's customers on solutions based on SGI hardware to take advantage of emerging Internet technology to extend and expand upon their core businesses

Solutions Architect, Practice Lead

PrimeWire

Created an employee benefit enrollment system to streamline benefit enrollment for employers working with independent agents.

VP, Technology

OneCoast Network

OneCoast is a consolidation of Manufacturer Representative Agencies from across the United States into one larger entity.

Responsibilities included:

- The application of technology to increase efficiency 
- Centralization of the back office operations
- Creation of enabling technology to equip in-field sales reps
- Development of order entry and commission system for showroom sales
- Build out of corporate headquarters and data center

OneCoast was the one of the largest venture capital backed entities in Atlanta in 1997.

Thomson Reuters

Projects included KnowX, KeyCite, WestLaw on the Web and WestLaw Europe.

Director of Product Development

Marketing isn’t just about tactics—it’s about discipline, consistency, and strategy. At Liger, we don’t use cookie-cutter marketing. We specialize in bringing complex businesses to market—financial services, fintech, insurance, PEOs, and more—to clarify their message, amplify their brand, and drive real business growth.

With decades of experience launching, growing, and advising companies, I’ve seen firsthand how the right marketing can transform businesses. I’ve helped Fortune 500 giants and scrappy startups alike, using a mix of research, strategy, and storytelling to uncover what truly drives customer behavior.

Why Work with Liger?

We take brands from being invisible to unforgettable through:
- Strategic Positioning – Crafting messaging that cuts through the noise
- Creative Storytelling – Turning complex ideas into compelling narratives
- Smart Execution – Driving measurable growth with tailored marketing

As a founder of multiple startups—including one of the first profitable internet enterprises—and two, three-time Inc. 5000 honorees, I understand what it takes to scale a business. My experience spans creating new divisions in established companies to challenge the status quo and leading teams that turn bold ideas into real impact.

Let’s connect and explore how Liger can help you become the market leader in your space.

Professional experience includes: founding multiple startup companies, including one of the first profitable Internet enterprises; co-founding User Insight which made the Inc 5000 fastest growing companies 3 years in a row; and the creation of new divisions within established companies to encourage a shift in thinking and change in approach.

Chief Strategist & Dojo Master

As Founding Partner and Chief Strategist of Liger Partners, Eric evaluates businesses to improve products, services, support and marketing strategies for overall effectiveness. Along the way, Eric teaches companies how to understand their customers better so they build solid teams that deliver to customer expectations.

A trusted advisor to Fortune 500 companies and small business owners alike, Eric uses his extensive experience starting, growing and running his own businesses in concert with a knowledge base from over a decade of business and consumer interviews to accelerate a deeper understanding of the true behaviors, motivations, goals, preferences and expectations of customers and teams.  

A sought after speaker, writer and thought leader, Eric's passion is to apply customer-based knowledge to emerging trends in technology creating new opportunities and improving existing business models.

taplio

The Battle

Vince Moreau

Eric Holtzclaw

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