Marketers typically segment their customers using very broad demographic criteria. This routine analysis can help to tailor new offerings. However, few develop their segmentation based upon an assessment of customer needs, and so their product-centered view obstructs the buying cycle.
High-tech companies have an even greater challenge, since they're often technology centered. While some early-adopters may be engaged by vague digital product launch scenarios and minimal guidance or support, many mainstream customers will feel misled, neglected or completely ignored.
Open Innovation: Digital Polymath
Technology, Media and Telecom (TMT) marketers must evolve. Narrowly targeting customers with relevant offers, via their preferred channels, is most effective and most rewarding. We practice an applied-science research technique that will identify real demand, best-fit solution fulfillment, and product applications with clarity and imagination.
Once the targeted offers are developed and perfected, then content marketing and Web syndication methods are used to create influencer engagement and exponential reach that increases buyer-centric messaging exposure. Besides, share of voice quality trumps quantity.
Useful and interesting content will stand-out. Your customers want to educate themselves about all viable offerings in the marketplace, before they engage with a salesperson. In fact, we know that ~57% of B2B buyer information gathering occurs before they reach out to vendors -- that's why organic search ranking is so important.
Smart vendors are truly extraordinary. Those few marketers that dare to be remarkable will achieve the highest rewards. They will tell the most insightful personal stories -- distancing themselves from the herd of bland competitors that still engage in trivial advertising. Be bold and become influential.
GeoActive Group: we offer proven mastery of technology, media and telecom marketing strategy, market development plans, multi-channel programs, commercial storytelling, digital product marketing team training and personalized mentoring -- all based upon market analysis and sales enablement.
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