Treat technical marketing different than consumer marketing
For years we’ve been talking about go-to-market strategy and how it impacts revenue acceleration. It’s no secret that the formula has changed. Before your product advantage could drive revenue for months or years. No longer is that a probable scenario. Most often, product advantage is short lived and won’t drive your revenue goals. Successful revenue acceleration requires that you align your product advantage and go-to-market strategy. This is even more evident when you look at the tech industry and how much it’s changed over the last few years.
If you compare business-to-consumer marketing with business-to-business marketing, there's always been daylight between the balance of emotional and intellectual marketing. Today and historically, consumer marketing has been 70% or more emotionally driven. Phones that are pink, cars that are sporty, trucks that are macho, cigarettes that are slim. But if you’re marketing to a business, particularly a technical business, the needs of your audience favor intellectual reason.
Customers have always been intelligent and interested in the latest technology that can help them better do their jobs. But now they have almost unfettered access to research every product on the market. By the time you're talking to them, they've already done a fair amount of research and have an idea of your business, products, and position in the marketplace.
The most important thing to note here is how you communicate your go-to-market strategy matters. Your messaging has to change when you’re talking to customers, when you’re managing vendor relations, and when you’re addressing your sales team. You need to approach each of these groups differently. Over the next few weeks, you’ll hear from each of our service line leaders to discuss how you can best communicate with these different groups.
If you have questions about how you can best communicate and execute your go-to-market strategy, please contact us and we’ll put you in touch with one of our experts as soon as possible.