Archive for the ‘Product Marketing’ Category
April 25, 2013
This week I spent an evening discussing product and marketing strategy with a dozen up-and-coming Web-based start-ups, currently hosted by Silicon Sentier’s Le Camping, a Paris-based start-up incubation program.
In general the products and services being developed during this 4th session of the Camping were interesting, well-designed and helped solve a range of practical, everyday issues.
Among them was a product for easily planning and coordinating events among a group of friends, and a pricing recommendation service for e-tailers that are trying to remain competitive without systematically giving away their margins.
In particular, I sat down with 3 chosen start-ups to examine some of their more pressing issues, going beyond product-related aspects. (more…)
Tags:Business growth, Challenges, Customer focus, Marketing, start-up, Web
Posted in Case Study, Customer Experience, Customer Value, Marketing strategy, Product Management, Product Marketing, Start-Ups, Web | 2 Comments »
March 19, 2013
Focus on satisfying client demands
Today’s technology sector is a very innovative, fast-changing and competitive area, where dozens of new multi-device services come online daily.
In this setting there are many early-stage companies – particularly in Web, Software and devices – that have become quite good at designing elegant and useful products to serve their initial clients.
However, to thrive early-stage companies need to operate less like product development houses and more like businesses. (more…)
Tags:Marketing strategy, small business, start-up, Strategy
Posted in Customer Insights, Customer Relationship Management, Customer Satisfaction, Customer Service, Marketing strategy, Product Development, Product Management, Product Marketing, Sales Support, Strategy | 2 Comments »
March 5, 2013
Marketing is now a 2-way street
Marketing is experiencing drastic changes as interactive and digital technologies begin to replace mass media as its foundation. Both consumers and business clients are no longer a passive audience waiting to be showered by company ads and billboards.
Today’s digital, interactive and social media capabilities empowers any customer to speak up on their experiences and opinions, whether good and bad.
This has created a fundamental shift in customer-supplier relationships, that not even small or specialized technology firms operating off of the business main-street can escape. (more…)
Tags:B2B social networking, Digital marketing, Interactive marketing, Social media
Posted in Collaboration & Participation, Customer Insights, Customer Relationship Management, Customer Service, Marketing strategy, Media & Advertising, Product Management, Product Marketing, Social Web, Strategy | Leave a Comment »
February 25, 2013
There are many emerging technology companies filled with talented people with a knack for designing and creating great 1-off products and services.
However, to stimulate growth companies also need the ability to quickly create and commercialize competitive, market-driven offers appealing to a broader range of clients.
See how one particular Web firm transformed a 1-off product into a growing opportunity with Merkado’s help. (more…)
Tags:Client growth, Creating demand, Marketing strategy, Product marketing, SaaS
Posted in Business Offers, Case Study, Cloud Services, IT Services, Marketing strategy, Product Development, Product Marketing | Leave a Comment »
February 11, 2013
Quench the thirst for rich content
Within today’s growing digital world relevant online content is becoming the core material for all B2B and B2C marketing initiatives.
Relevant content allows prospective clients to conduct meaningful research, discover the practical benefits of new offers, learn about others’ experiences and build a case to justify any new purchase – all important steps in generating company growth.
But what if a technology company has trouble satisfying its clients’ growing thirst? (more…)
Tags:Content marketing, Customer relationship management, Go-to-market, Marketing channel, Marketing strategy, Storytelling
Posted in Customer Relationship Management, Marketing strategy, Media & Advertising, Methods, Product Marketing, Sales Support, Strategy | Leave a Comment »
January 23, 2013
In the current business environment, controlling the total cost of ownership or TCO of a new technology investment is high on the agenda of most business leaders.
This is especially true for companies that rely on hardware and/or software-based systems to deliver commercial products and services to their end-clients.
However, given the increasingly complex and disruptive nature of technology today, this is becoming a complicated and difficult task. Technology suppliers that can help their clients manage costs are well-placed to become indispensable to the success of their clients. (more…)
Tags:Cost control, Cost management, Innovation, Total Cost of Ownership
Posted in Business Offers, Cost, Customer Insights, Innovation, Marketing strategy, Product Development, Product Marketing, Service Enabling Technology | Leave a Comment »
January 10, 2013
Adobe’s Major Marketing Trends for 2013
With another year getting underway, many folks have been busy making varied sets of predictions for the year.
One set of predictions that we particularly like comes from Adobe: 13 major marketing trends for 2013 (more…)
Tags:2013 trends, Adobe, Marketing strategy, Marketing trends
Posted in Innovation, Marketing strategy, Media & Advertising, Product Development, Product Marketing, Strategy | 1 Comment »
December 5, 2012
Image courtesy of FreeDigitalPhotos.net
As head of a specialized marketing firm that helps technology companies develop and grow, I am regularly exposed to many of the latest developments in IT, mobile, Web and other areas.
For this reason we are often tempted to try the latest technologies to see how they can help us in our business (we usually try most things once) (more…)
Tags:Customer focus, Essentials, Marketing
Posted in Customer Insights, Customer Relationship Management, Marketing strategy, Product Marketing, Strategy | Leave a Comment »
October 30, 2012
Image courtesy of FreeDigitalPhotos.net
In a recent article we looked at how a leading technology company like Apple can use strategic pricing to stem the competition.
While this may be one particular objective for a company, ultimately they need to be able to set the right price to meet their specific objectives. (more…)
Tags:Cost, Customer Value, Pricing, Profit, SaaS, Sales
Posted in Cost, Pricing, Product Management, Product Marketing | Leave a Comment »
September 28, 2012
Image courtesy of FreeDigitalPhotos.net
Based on the growing number of companies and the ways that they use social media platforms like Facebook, Twitter, YouTube, blogs, there is no doubt that social media has become a must-have for B2C companies, enhancing their overall digital customer touchpoint experience.
For many B2B companies however, the use of social media is still in its infancy due to a misunderstanding of the uses and the value it can provide in the B2B context. (more…)
Tags:B2B social networking, Digital marketing, Social media
Posted in Collaboration & Participation, Customer Experience, Customer Relationship Management, Customer Satisfaction, Customer Service, Media & Advertising, Product Development, Product Marketing, Social Web | Leave a Comment »
This week I spent an evening discussing product and marketing strategy with a dozen up-and-coming Web-based start-ups, currently hosted by Silicon Sentier’s Le Camping, a Paris-based start-up incubation program.
