Marketing What's New has created revenue-producing programs for many technology companies. Here's a list of previous engagements:
For most of the 19th and 20th centuries, B2B products were sold by what specifications they met. This made sense in an age when industry was based on mass producing hard goods, but it doesn't make sense in the dig Read more...
Many technology firms developing products are perplexed about knowing if their product is ready for the mass-market. I've found a good test for this is to ask the question, “does this product meet substantially all of Read more...
You’re Selling to Someone Who’s Nothing Like You
Reality is, the vast majority of people buy technology only because they have a problem. Most of these people aren’t ‘in love with’ technology. The first time these non-technical buyers hear about your new technology, their mind goes hunting for positive associations and experiences with your product…but it doesn’t find them. Without any context to go on, their gears seize, delaying or even killing their decision to buy your product.
The catch-22 is that technology can’t help being technology. If it didn’t employ strong engineering to tackle a problem, technology wouldn’t hold the highly-vaunted status that it enjoys in most companies. At the same time, since it uses strong engineering to tackle a problem, the only ones who can appreciate how it works are fellow-engineers, who usually act as influencers on purchasing decisions. The problem is that most decision-makers are non-engineers who will evaluate your technology on how well it helps their business.
Fortunately, we know how to effectively speak their language and market to them. We’ll take the time to understand your technology, but only so we can translate its benefits into terms your prospects use. Learn about our Marketing Communications services.
Tech is Under a Time Crunch
You see how short a shelf life intellectual property has when last quarter’s new product is superceded by today’s point release or product launch. Unlike commodities with stable value over time, leading-edge technology’s value depreciates quickly. To realize the greatest return on your assets, you need outbound market that reaches your addressable market in the quickest way possible – it’s the only way to cross the chasm from early adopters to the largest segments of your prospective audience.
We believe the best way to speed up technology adoption is by generating demand with outbound marketing campaigns. Our expertise is in gaining mindshare about your solution and devising ways to compress your sales cycle. In our experience this has made such a difference to revenues, it’s the difference between stagnation and rapid growth. Learn about our Demand Generation services
It Takes All Kinds to Make a Technology Sale
In technology, you’re routinely breaking new ground. The products are made using new development tools or materials, monetizing them requires new thinking, new channels are needed to sell them and new rival products are constantly appearing. No wonder marketing whatever’s new is tougher than marketing what’s commonplace.
But the marketing function can seem like a foreign entity, especially to engineers. If you’re an engineer, you took subjects in school that were very different from marketing and you likely do work today that uses a different skill-set from what marketers use. Imagine if you worked with someone who can do marketing but talks to you about it in terms that you would use. Marketing isn’t something that’s automatic, but it is something that can be approached systematically. Learn about our Automation services
