Posts Tagged ‘Marketing’

B2B Tech Companies: Marketing is about more than just supporting sales

June 5, 2013

Marketing is more than just sales supportLast week, along with 250 other marketing professionals, I had the pleasure of attending the ICT Marketing Directors’ Club (CMIT) annual Forum in Paris.

This association of mainly French-based, marketing and communications professionals from dozens of small to large technology companies includes marketing directors from international firms like Adobe, Alcatel-Lucent, IBM and Sharp.

This year’s forum focused on the main challenges and opportunities in marketing over that past 10 years. In particular, the topics discussed dealt with various outbound marketing activities: Creating market positioning; Generating leads in the digital age; The challenges of channel marketing, and how to manage branding and reputation on and offline.

While the forum was very interesting and informative on the whole, examining the discussions more closely, the topics addressed related mostly to generating sales and business growth; an important yet partial function of the marketing practice.

The main part missing was the key role that marketing plays in generating client and market insights to direct strategy, to in turn create new value for customers, and ensure satisfied, return customers. This is the added value of marketing. (more…)

Web Start-ups: How a customer-marketing approach will jump-start business

April 25, 2013

Customer marketing approach to jumpstart businessThis 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…)

Today’s technology leaders also lead in marketing

December 10, 2012

Technology Leaders The most successful and long-standing companies in virtually every industry have become leaders by consistently creating the products, services and experiences that their customers value and trust, and ingraining this marketing philosophy within their company’s culture.

Within the technology sector this is no exception.

(more…)

Remember the marketing essentials…

December 5, 2012
The basics of marketing

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…)

Simple decisions drive customer business

May 22, 2012

Simple choicesTechnology companies are usually quite good at harnessing new technology to develop products for different needs.

However, many are not so good at providing customers with a simple decision process to help them easily get from the evaluation phase to the purchase decision. (more…)