Driving Growth
Through
Strategy, Messaging,
and Storytelling
Hi, I'm Tom Yates — a product marketing leader specializing in enterprise, B2B software including AI, analytics, data, middleware, IoT, and security. I translate complexity into clarity and create go-to-market strategies that generate real results.
Turning Innovation into Impact
With a career built at the intersection of marketing strategy and emerging technology, I've helped companies — from early-stage startups to enterprise leaders — craft messaging that resonates, develop go-to-market strategies that win, and generate revenues reaching $100M annually.
My approach is simple:
- - understand the customer,
- - connect tech to business outcomes, and
- - tell stories worth their time.
Whether launching new products, repositioning existing ones, or leading multi-disciplinary teams to execute plans, I bring a rare blend of creativity, technical fluency, and business acumen.
Specialties
Selected Work
Marketing materials that increased market recognition, product demand, and revenue growth.
Buyer's Guide
The 'Real-Time Big Data for IT Operations' guide helps IT leaders evaluate modern monitoring solutions that can handle the scale and complexity of today's enterprise environments.
Product Presentation
Getting REAL with Big Data for IT Operations presentation outlines the strategic approach to implementing big data solutions for modern IT environments.
Product Datasheet
The IPLocks Armour datasheet explains the key features and benefits of the Database Vulnerability solution and shows some of the included compliance and security reports.
Case Study
This article 'How a Logging Class Turned into an IT SWAT Team' captured attention and engagement, with a ~40% open rate and over 30 comments.
Case Studies eBook
This eBook presents multiple customer use cases of how businesses derive real value from log data.
Infographic
This infographic on 'Harnessing the Top 3 Log Data Challenges' visualizes key insights from a TIBCO-sponsored survey of IT professionals, presenting complex data management concepts in an engaging, easy-to-understand format.
Video Demo
This video showcases how Nubix enables IoT developers to easily develop and deploy code across different ARM-based platforms.
Podcast Interview
Featured as a guest on the Embedded Executive Podcast discussing Nubix's container platform for ARM devices and the future of IoT edge computing. This interview explores the technical challenges and market opportunities in deploying applications across diverse edge hardware.
Blog: Buyer's Journey
This blog for Aventi Group explores how to map B2B marketing content to different facets of the buyer's journey based on the changing interests and needs of customers throughout the process.
Blog: Messaging to Security Buyers
Drawing from observations at Black Hat 2024, this article explores the challenge of creating 'just right' messaging for cybersecurity products. It provides a framework for balancing technical details with business value to effectively communicate security solutions to different stakeholders.
Competitive Analysis
The comprehensive analysis of Extended RDBMSs was a critical sales enablement piece, providing market positioning and the supporting detailed feature analysis.
SaaS Pricing Plan
This pricing plan was a very early model for how to derive revenue for SaaS products outside the standard yearly software license model.
Experience
A career journey spanning startups to enterprise, with consistent focus on strategic marketing and emerging technologies.
Co-founder & CMO/CPO
Anjin.AI
AI-powered content platform using RAG architecture and ML for enterprise marketing teams.
Marketing Consultant
Aventi Group
Strategic marketing consulting for IoT, security, and data management companies.
Co-Founder & CMO/CPO
Nubix
Container platform for ARM devices. Raised $2.7M seed round, acquired by Atym.io.
Sr. Director, Product Marketing
Rocana
Google Ventures-backed Big Data startup. Gartner Cool Vendor, acquired by Splunk.
Product Marketing
TIBCO Software
$100M+ Operational Intelligence product portfolio. 300% YoY pipeline growth.
Let's Connect
Whether you're looking for strategic consulting, a fractional CMO, or just a good conversation about emerging tech, I'd love to hear from you.