Eden Green Technology is transforming agriculture through advanced vertical farming technology, bringing sustainable food production into the modern era. With an annual marketing budget of $500,000, the company has built a distinctive presence across multiple channels while competing in the traditionally uncreative AgTech space. In a recent episode of Category Visionaries, we sat down with Bryson Funk, Marketing Director of Eden Green Technology, to learn about his unconventional path from music industry to B2B marketing and how his guerrilla marketing philosophy drives results in a sector that desperately needs creative differentiation. Topics Discussed: - Bryson’s transition from pursuing a music career to marketing leadership in AgTech - The guerrilla marketing mindset developed through entertainment industry budget constraints - Strategic channel consolidation from widespread presence to a focused ”core four” platforms - TikTok as a recruitment tool rather than customer acquisition channel - YouTube’s untapped potential for humanizing B2B brands through long-form content - Building trust through conversational content versus scripted corporate messaging - The experimental approach to marketing in an era of rapid change GTM Lessons For B2B Founders: - Maximize every dollar with guerrilla discipline: Bryson’s entertainment background taught him to extract maximum value from limited resources. Coming from TV, film, and music where budgets are constrained, he learned to ”maximize every single thing that I have, like every cent I have, every piece of collateral that I have.” Even with a $500K annual budget at Eden Green, he maintains this maximize-every-dollar mentality. B2B founders should adopt this scrappy approach regardless of budget size, treating each marketing dollar as precious and demanding clear value from every expenditure. - Consolidate channels before expanding: When Bryson started at Eden Green, they were ”spread out wide, but not doing really any of them very well.” He consolidated to four core platforms—LinkedIn, YouTube, Instagram, and TikTok—completely cutting Facebook which was ”a black hole of nothingness.” This consolidation allowed deeper investment in fewer channels. B2B founders should resist the temptation to maintain presence everywhere and instead focus resources on platforms where they can actually win and measure results. - Define channel-specific success metrics: Bryson positioned TikTok explicitly as a recruitment tool, not customer acquisition, which allowed him to declare success when it brought in job applicants rather than sales leads. He noted that ”if you were looking on a financial side of like a return on investment, like bringing a new client, then you wouldn’t consider it a win.” B2B founders should set clear, differentiated goals for each channel before launch, ensuring stakeholders understand that not every platform needs to generate direct revenue to deliver value. // Sponsors:  Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. www.GlobalTalent.co // Don’t Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role.  Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM