Growth Insights for CEOs

3 Marketing Mistakes Technologists Often Make

Posted by Beth VanStory

Over the years, I’ve enjoyed working with some brilliant minds from the technology world. From my early days in Telecom and the pioneering days of interactive TV, to the groundbreaking revolution in eCommerce, smart technologists have astounded me with their vision and capabilities. As marketers, however, I find that they often fall short in a few areas.

First, technologists tend to err on the side of verbosity, telling people everything their product can do. This lack of focus often results in confusion, and worse yet, a failure to connect to the prospects’ needs. Sometimes this problem occurs in the development stage as a result of what I like to call, “because we can” technical development. In this case, the developers decide to throw in every feature they can think of—whether or not their customers care. But often, wordiness is simply the result of excitement about all the things the company can do.

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Generation Merge: Using Traditional Tools to Fill Digital Gaps in Customer Experience

Posted by Dana Lanham

The digital age is numbing the senses that are important to building relationships and positive interactions. I grew up watching our modes of communication evolve, but millennials and later generations have been raised with devices in their hands. Spoken voice and focused listening have evolved as people are using these tools less often and replacing them with digital. How did we get to this point, and how can we balance traditional and digital interaction so it’s not so askew? Any ideas?

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Shift Your Brand Perception – Tips for Getting Your Positioning to ‘Stick’

Posted by John Lenzen

After reading my previous posts, you’re almost on your way to productively and energetically leveraging your brand’s perception to drive company growth and profitability.  Our previous topics of focus covered the specific impact that brand perception can have on the bottom line, the need for clear positioning as the foundation for communicating about your company, and some keys to arming others with that positioning so they can get your story into the market.

Now, I’ll review the most important tips on what it takes to get your positioning to stick – to successfully change brand perception to accelerate growth and profitability.

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Shift Your Brand Perception – Rally Others to Tell Your Story

Posted by John Lenzen

After reading my previous posts, you’re almost on your way to productively and energetically leveraging your brand’s perception to drive company growth and profitability.  Our previous topics of focus covered the specific impact that brand perception can have on the bottom line and the need for clear positioning as the foundation for communicating about your company.

It’s now time to examine effective ways to arm others with that refined market positioning. By understanding your story, employees, customers and other influencers will help you communicate this information to your marketplace. This strategy takes some of the pressure off your sales team. It also makes it easier to proliferate your vision, as well as the value of your product and service offerings.

One of the biggest challenges small to mid-size companies face is promoting their company with limited resources.  Not everyone has massive advertising budgets to flood the market, so you need to work smarter to get the most out of your marketing spend.  One way to do that is to more effectively leverage your employee base and others who have influence in your industry.  It’s much more powerful when others can tell the story for you. 

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Shift Your Brand Perception - Start with Getting Your Positioning Right

Posted by John Lenzen

In my previous post, we reviewed how brand perception specifically impacts company growth and profitability. Now we’ll cover the keys to building the foundation for communicating about your company.  

When companies start out, they usually have a very clear understanding of who their customer is, the problem they are solving, and possibly, how they are different.  This is typically because they have a single product for a single market segment where they’ve achieved some level of success.   But over time, as companies and markets evolve:

  • The competition becomes more intense, either through matching capabilities, building new capabilities or new competitors appearing.
  • Customer needs and priorities change. What was important to a customer 3 years ago may not be as important today.
  • The company enters new market segments or geographies. There may be subtleties between industries, regions and countries in terms of priorities and pain points.
  • The company broadens its portfolio of offerings. As more products are developed and more problems addressed, there might be new buyers and other selling dynamics.
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