As we approach a new year, the question always arises: how can we make a difference in the marketing of technology products and services? Here are three aspects, which in general in Uruguayan technology companies, there are opportunities to improve.
Develop a marketing strategy.
In many technology companies, marketing is not present or is focused in an area where communication and graphic design are developed. However, marketing is a central aspect of the business that must be approached with a strategic and tactical character. In the strategic approach, it must support important decisions such as product and service strategy, market opportunities and innovation strategy. On the tactical side, the marketing plan is the roadmap that allows the strategy to be transformed into concrete actions to be taken.
Integrating a marketing vision into annual planning will enable better use of available opportunities.
Improving communication.
Communication in technology companies is a complex point to address and where there is most opportunity. The combination of complex technical language, the overwhelming amount of product functionality, the lack of a common language with the customer and the difficulty of creating a communication of value for the buyer, make it difficult to generate effective communication.
To make communication work, you need to start by understanding: the buyer, the problems they need to solve, and how our products and services help them. You also need to consider the buyer's stage in the buying process. If they are just discovering our proposal, if they are comparing or deciding, the communication must operate differently.
This is why it is necessary to plan a communication that resonates with our target audience, addresses the solution to the business problem and is in line with the stage the buyer is at.
Full customer cycle.
The Complete Customer Cycle is an ideal framework for us to generate an efficient sales system and grow the business. It organises the contact with the buyer in three stages that must be passed through to generate a virtuous circle of customer relationships. The three stages are: Attract, Sell and Delight.
The Attract stage focuses on finding out where we can find future buyers and how to capture their interest. In the Selling stage, we will accompany the buyer with the necessary interactions until the sale is made. Finally, in the Delight stage we seek to deliver the product or service, generating an experience that exceeds expectations, generating a recurring sales relationship and attracting other buyers.
The Full Customer Cycle is a great tool to analyse how we are marketing and develop the necessary improvements. To understand how it can be applied in technology companies you can watch this conference.
Let's get to work.
When planning strategy and actions for the coming year, introduce these concepts to explore alternatives that bring a fresh perspective. With the above-mentioned tools, it is possible to generate a business impact that brings fresh air to the company and allows to explore new alternatives for growth.
Mg. Ing. Daniel Giosa.
Daniel Giosa is a marketing consultant in technology companies. For the last 10 years he has been working with companies and technology product and service companies to improve their marketing and commercialisation. He can be contacted at: dgiosa@gmail.com or +5989898704034.
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