On October 23, 2025, Julian Schildknecht, Head of Brand and Growth at MicroHarvest, joined the B2B Marketing lecture to share his experience on how to bring deep-tech companies from research to revenue.
Drawing from his career in brand building and scaling innovation-driven firms, Julian emphasized his mission to help B2B tech teams bridge the gap between technical excellence and commercial success. He explored the differences between B2B and B2C markets and walked students through the Go-To-Market journey, from early-stage validation to achieving product-market fit. A key takeaway was his “MCP Clockwork Framework”, which connects the Message, Channel, and Persona. Achieving alignment among these three elements, Julian explained, is essential to reaching product-market fit. He encouraged students to adopt an entrepreneurial mindset, continuously testing, learning, and iterating based on customer feedback.
Other insights included the importance of aligning on a shared mission and the power of strategic collaboration. In deep-tech markets, partnerships with other firms, research institutions, and public agencies can accelerate market adoption and build credibility. In the interactive part of the session, students worked in teams to apply Julian’s MCP framework to real-world examples, identifying the right message, channel, and customer profile for selected technology-driven products.
We thank Julian for sharing his knowledge and experience with our students. It was a truly insightful and practical session, and we hope to welcome him again in the future as part of our ongoing guest lecture series.
