Marketing in a startup is challenging. 

You start with no brand awareness, no resources and little to no budget. In some cases, your startup is breaking new ground and faced with trying to establish a new market or product category. 

Too many startups fail to have a strategic plan. As a result, the marketing plan quickly devolves to nothing more than a tactical lead-gen plan with marketers bombarding prospects with email and phone calls and chasing them around the web with ad retargeting — none of which is tailored to the prospect’s persona or needs.

Anita Brearton and Sheryl Schultz have advice for other post-50 female entrepreneurs: Don’t give up, no matter how many ridiculous, insulting things are said to you by the mostly male venture capitalists you will inevitably encounter.

The two businesswomen, both entrepreneurs and both in their late 50s, should know. For the past year, as they looked for investors for their latest venture, Brearton and Schultz heard all kinds of unhelpful suggestions. 

If you are looking for quick profiles of companies, check out CabinetM which focuses on Martech but also covers a fair number of SalesTech firms.

Anita Brearton and Sheryl Schultz—known, among other things, for together heading up the Boston chapter of angel group Golden Seeds from 2009-2011—have now teamed up again, in a bid to make the marketing tech universe less overwhelming. Their Boston startup is CabinetM, which just launched a site for discovering new marketing software and quickly digesting what you need to know.

To help marketers deliver ROI in the form of revenue, reduced cost of acquisition, and/or customer lifetime value, the industry has created an abundance of tools that can be used to find, target, influence, and track customer activity and engagement.