Posts Tagged ‘Product marketing’

Case study: OneAccess increases B2B client engagement 3-5x with an improved Web-based customer buying experience

December 17, 2014

OneAccess HQMany technology companies still tend to commercialize their products and services based on a combination of the technologies used and the key capabilities delivered to their customers.

Aside from only speaking to the needs of their technically versed client-side users, this approach usually fails to keep up with customers’ broader, evolving needs, especially when new, disruptive offerings emerge or existing technologies become obsolete.

We recently helped one global enterprise IT provider improve it’s Web-based customer buying experience, resulting in significantly greater customer engagement. (more…)

The power of consultative value selling: Get from “maybe” to “yes”

April 11, 2013

The power of consultative Value Selling. Get from maybe to yes.Today’s technology companies use different commercial approaches to attract clients, with some more effective than others.

Examining most commercial pitches reveals consumer and business propositions that are constructed in one of the following ways:

  • Direct sales propositions focus on the features and characteristics offered to clients by a product or service. (e.g. a PC with 2GHz processing speed)
  • More on-point client proposals focus on the practical benefits that clients can receive from buying a given product or service. (e.g. a quicker and higher performing PC)
  • Even more relevant propositions highlight the favourable points provided by an offer relative to the next best alternative. (e.g. a quick and high performance PC offering more choice of software than a Mac)

However, the most client-driven proposition is one that resonates with a customer’s particular needs and demands, offering them what they really value. (e.g a PC that provides “the right mix of performance, design and value-added services to meet your everyday demands.”)

Designing and selling a custom client value propositions is especially applicable for complex offers, where clients have a lot to consider, and for uncertain times, where they may need to be fully convinced before buying.

So how can companies get more clients from “maybe” to “yes”? (more…)

Case study: Creating increased client growth for a new enterprise SaaS offer

February 25, 2013

Creating increased client growthThere are many emerging technology companies filled with talented people with a knack for designing and creating great one-off products and services. However, to stimulate growth such companies also need the ability to quickly create and commercialize competitive, market-driven offers appealing to a broader range of clients.

We recently helped one particular Web firm transform a one-off product into a growing business opportunity. (more…)