One of our favorite types of clients is B2B technology for a few of reasons.

1. There is always a differentiator of some type.  Delivering certain functionality means trade-offs were made in development.
2. The focus is often on lead generation which is quite measurable.
3. The decision process is made by a natural community where numerous points of interaction exist.

Our approach is to understand who would be most interested in your product’s advantage and then surround that conversation network with the appropriate proof points.

Technology is not omnipotent, there are always weaknesses to be found in the category leader.   For instance databases may optimize for transaction processing or ecommerce platforms may focus on branded sites.  These decisions allow new entrants to damn them with faint praise while they focus on analytics or supporting multiple channels.

The ultimate marketing objective with any company is to clearly understand the value proposition, positioning, and personality of the brand.  These three elements define the sweet spot and can be defined as follows.

• Value Proposition: states in financial terms what the buyer is getting from a product.
• Positioning: defines the market and offers the proof points as to why the product is the right choice
• Personality: outlines the manner in which the company and product portray itself.

These are not engineering issues or ‘build it and they will come’ but rather branding concepts that underpin the most succesful companies.  They answer: “Why is this product important to me?”

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