The Importance of Business-to-Business Partnerships for Dual-Use Startups

Why Dual-Use Companies Need Strong Business Connections

Dual-use startups are working hard to gain traction in both the government and private sectors. With the world facing multiple conflicts, technologies in AI, advanced materials, energy systems, defense tech, and related fields are in higher demand than ever. This rise in demand also increases the level of competition.

A strong product alone is no longer enough to sustain a company for years, especially when the company relies only on government grants and contracts. To grow, you need connections. You need visibility. You need a strategy that gets your technology in front of the right businesses, investors, and government stakeholders.

Key Challenges for Dual-Use Startups

Even though dual-use startups are often more technologically advanced, they still face challenges that are similar to those of any new business.

When a startup pursues government grants and contracts, it is usually easier to introduce new technology because the government clearly states the problem it wants solved. When the company shifts toward selling to private-sector businesses, the more difficult challenges begin.

Some potential customers do not realize they have a problem that needs solving. Others already use tools that seem to meet their needs, which means the startup must communicate how its solution creates more value. Founders must also identify the people who are the true decision makers inside each organization.

Once the right decision makers are found, another challenge appears. Many founders struggle to communicate their solution in clear and simple business terms. Most decision makers are not interested in deep technical explanations. They want to understand how the solution improves performance, reduces costs, lowers risk, or solves a problem they already recognize.

Risk also plays a major role. If the startup has limited real-world experience, potential customers may hesitate because they worry about integration timelines, compliance requirements, unknown risks, or the effort required to train employees.

In summary, the core challenges are finding the right people to speak with, presenting the solution in business-focused language, and convincing customers to become early adopters.

How Deep-Tech Marketing Strengthens B2B Partnerships

Deep-Tech Marketing is a division within Eagle Point Funding that supports dual-use startups that

want to grow beyond selling to the government. The goal is to help companies become long-lasting and self-sustaining, especially when they struggle with marketing because they lack a dedicated team or need more support than their in-house team can provide.

Through Deep-Tech Marketing, we help you address these challenges. We use the experience your company gained through government work to reach private-sector audiences through emails, newsletters, social media, LinkedIn content and outreach, cold calling, and other targeted efforts. We research the right audiences and gather the data needed to connect with people who are willing to have meaningful conversations. Our team also understands your technology early because of our work with Eagle Point Funding, even before a physical product exists.

Together, we position your company for long-term success in both the government and private-sector markets.

Marketing Strategies Across TRL Stages

Marketing for deep-tech shifts as your technology matures. Each stage requires its own approach.

TRL 1 to 6: Awareness, Positioning, and Early Visibility

Since there is no product that can be deployed yet, marketing in this phase focuses on awareness and strategic communication. Startups should build visibility through lead generation, thought leadership, consistent posting on founder and company pages, website content, and outreach on third-party platforms. This is also the time to create tailored decks and one-pagers for governments, businesses, and investors. Even during the idea phase, knowing what you want to achieve helps you communicate value and establish credibility.

TRL 7 and Above: Real-World Application and Commercial Growth

This is the stage where the product or service can be tested and used in practical environments. B2B conversations move toward real opportunities. The priorities shift toward identifying the correct decision makers, communicating your value in clear business terms, and encouraging early adoption. At this point, emails, newsletters, and cold calls can lead directly to contracts because the solution is ready to be implemented.

By focusing on awareness and thought leadership in the early stages and shifting to targeted outreach and real-world application in later stages, startups build a strong foundation for long-term growth. Deep-Tech Marketing supports this full process by helping your company stay visible, credible, and aligned with the right audiences at the right time.

Building Lasting Growth Through Strategic B2B Marketing

Dual-use startups face challenges that extend beyond the technology itself. Success requires a clear understanding of the audience, strong communication of value, and the ability to reduce concerns that potential customers may have. By aligning your marketing strategy with the development stage of your technology, from early awareness to real-world adoption, your company can create meaningful opportunities for growth. Deep-Tech Marketing helps bridge these gaps, turning visibility into conversations and conversations into long-term partnerships in both government and commercial markets.