Clarity as a competitive advantage: Product marketing in proptech with Georgiana Floroiu
written by
Călin Alungulesă
date
18 December 2025
Our “Frontline insights” series brings together perspectives from B2B marketing leaders who are navigating the industry’s challenges in real time. We're exploring what's working, what's not, and how teams are adapting to economic uncertainty, shifting buyer behavior, and the latest technologies.
This conversation features Georgiana Floroiu, Head of Marketing and Investor Relations at Bright Spaces.
With more than a decade of experience as a digital marketing strategist and over four years shaping brand and product marketing at Bright Spaces, Georgiana shares how clarity drove results, why industry events sharpened their narrative, and what it takes to market tech solutions in a traditionally slow-moving industry.
Product marketing clarity drove alignment and velocity
Last year at Bright Spaces meant refocusing strategy around one core product. That shift required deep work on messaging:
"We put a lot of work into building a clear messaging hierarchy. We launched a new site with tailored landing pages, sharpened our value messaging, and created sales-ready materials that made it easier for prospects to say yes. Clarity drove alignment across sales, marketing, and product."
Georgiana also says that content played a supporting role by reinforcing that positioning. The focus went to answering real buyer questions, mapping to sales conversations, and strengthening the founder's existing thought leadership platform. This combination of crisp messaging, strong product narratives, and strategic content increased both velocity and quality across the funnel.
The decision to concentrate efforts proved valuable not just for internal alignment but also for standing out in a crowded market.
Industry events as narrative refinement tools
Georgiana expected industry events to help with awareness. What surprised her was how much they contributed to sharpening the message itself:
"By focusing on a few well-chosen events, we had space to align our presence with the rest of our marketing efforts, from the messaging to the booth visuals and demo flow. What surprised us most was how useful these events were for sharpening our narrative. Seeing firsthand how prospects reacted to the pitch,and where they got stuck, helped us refine both our content and positioning."
The true validation came from differentiation:
"What stood out even more was how well our new positioning landed in person. Despite being surrounded by dozens of companies competing for attention, we managed to stand out with a clear story and a differentiated product experience. That clarity was a real advantage."
Investing in repositioning when it matters
While many companies approached budgets cautiously this year, Bright Spaces made a different decision:
"We actually increased our marketing budget this year. That decision reflected our shift in strategy and the need to reposition around a single core product. It gave us room to test new channels, invest in a full brand refresh, and improve the way we communicate value."
The investment wasn't reckless. Efficiency remained important, but the added budget created space to move with clarity and consistency across all customer touchpoints. This strategic increase aligned with observable shifts in their target market's behavior.
Real estate's growing tech openness
Marketing to real estate has historically meant working with buyers resistant to change. This year showed movement:
"We've seen a shift in openness toward technology in the industry we are targeting, real estate. It's a space known for moving slowly when it comes to change, but this year more clients have shown genuine curiosity about how tech (especially AI) can help them improve processes and make better decisions. There's more willingness to explore, ask questions, and consider new tools than we've seen in previous years."
This shift creates new opportunities and also demands clearer communication about value and implementation.
Learning fast matters more than having all the answers
When asked about the most important skill for B2B marketing leaders right now, Georgiana emphasizes adaptability over expertise:
"The ability to learn fast. Whether it's adopting AI, testing new tools, or trying out a new channel, things move quickly, and there's no universal playbook that fits every company. What matters is being curious, open to testing, and comfortable with the idea that not everything will work. Learn fast, adjust, and move forward with more clarity."
She practices this with AI tools that have become part of her workflow for first drafts, summarizing transcripts, and extracting insights from long documents. Her toolkit includes ChatGPT and Gemini for writing and refining messaging, HubSpot AI for email drafts and campaign tweaks, Framer for landing page generation, and Grammarly for tone and clarity.
Her perspective on AI usage is practical:
"Used well, AI speeds up the work without replacing your judgment. It's there to support high-leverage thinking, not shortcut it."
Building layers of impact
Balancing long-term strategy with quick results requires deliberate planning from the start, says Georgiana.
"You have to plan for both from day one. Long-term strategy gives your work direction, but you need short-term wins to earn trust and keep momentum. I think about it in layers. Some initiatives are built to compound over time, like brand, content, SEO, and product positioning. Others are designed to show impact fast, for example: targeted campaigns, refreshed landing pages, or sales enablement content."
The critical part is clarity about purpose and timing:
"The key is being clear about what each initiative is meant to do and when. Quick wins prove you're moving in the right direction. Long-term work makes sure you're building something that lasts. You need both."
Looking ahead, Georgiana anticipates real estate becoming more data-driven and operationally focused, with owners and developers under pressure to improve efficiency and make faster decisions. This evolution means marketers in the space need to focus more on clarity, education, and helping clients navigate complexity.
Her advice for staying relevant cuts through tactical debates:
"Get closer to the business. The most effective B2B marketers are the ones who understand how their work connects to revenue, product adoption, and retention. Know what your sales team needs. Know what your buyers care about. And build marketing systems that support both. Focus on what moves the business forward."
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