70% of venture-backed startups fail. We’re improving the odds


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Buttered Toast

is a marketing strategy firm that works with venture backed tech startups. Specializing in go-to-market, positioning and growth

david baeza

Founder & CEO

David has 20+ years experience in leading go-to-market strategy across multiple brands and companies.

We are recommended

by the World's top VC's

“Your perspective on key areas of marketing, including positioning and messaging is world class. Getting these right goes hand in hand for a growth strategy, and you do a great job preparing companies for that part of the journey.”

Matt Murphy

Menlo Ventures

James Brear

CEO, Veriflow

“David listened to our needs and delivered a truly disruptive market position.”

Alex Lyashok

President, WorkFusion

“David and his team did an excellent job understanding why the customer wants to buy and how to help them do it. He wasn’t afraid to be creative and experiment with various positioning. The product launch was a huge success.”



Needs based research that gets at the heart of what motivates your customers/prospect to buy…..from you.


The framework is the guidepost for all copy; it’s directional, not prescriptive. It informs what the message should mean in the eyes and ears of the customer.


Competitive emulation is severe. Or worse, trying to please everyone, so you please no one. This exercise discovers your true and unique competitive differentiation.

Growth Architecture

Once you know whom you’re selling to, and your position, we develop tactics, campaigns and resources to create predictable revenue growth.

Content Strategy

Content is your fuel. Without it, you don’t exist. It’s the backbone of a growth strategy.

Marketing Automation

Are you passing qualified leads to sales efficiently? Are you respecting the customer by not bombarding them with BS email content? Probably not. In this phase we fix it or build it.


The tension is real. Sales eat what they kill. They have the hardest job in the company. In this phase, we give them a seat at the table, and create permanent two way dialogue around lead quality and sales enablement.