Share what you know with millions of people
Focus is the best place to turn what you know into remarkable content
5
Why are positioning and branding important to technology vendors?
- Recommended by:
- Scott Albro,
- Craig Rosenberg,
- Catherine Goldberg,
- and 3 others
Events
- Lead Nurturing 202: The Next Generation May 31 @ 11 am PT
- The Tricks to Paid Media June 6 @ 11 am PT
- Display Advertising for Brand Awareness June 20 @ 11 am PT
Related Activity
2 Answers
Positioning and Branding have at least two important roles for tech vendors, whether B2C or B2B.
It's a way to unify internal thinking and action between innovators, design, engineers and marketing and sales, and others. And they provide a consistent and short-hand way to communicate and re-enforce the message to end users and channel partners.
I've been involved with this first hand with IBM AS/400, Orange and a string of other smaller tech companies. My view is that product management in its broadest definition (cradle to grave) is a vital function to deliver this effectively.
We've been doing nothing but technology marketing for over 30 years and I can tell you that DIFFERENTIATION is the heart and soul of positioning and branding. And establishing clear, credible differentiation of your product/service is THE key factor in getting technology professionals to buy from you versus all the other alternatives.
Yet most technology marketers do a very poor job of differentiation marketing, especially in the B2B arena where we work. Most of the marketing there tends to be generic, non-differentiating and consequently, very ineffective.
Al Shultz
http://www.alshultz.com
Answer This Question