3 Best Practices for 2010: Win Customers & Build Market Share in a Recovering Economy

Unpredictable economic times are forcing technology-marketing execs to re-think their current marketing strategies and maximize their resources in new ways.   We recently sponsored a series of interviews with industry leaders from Adobe, Cisco, IBM, and more Fortune 1000 technology companies to understand what top high-tech marketers are doing to counteract the economy and its effect on marketing initiatives and their success.   After compiling results and developing a top 10 list of the “Best Technology Marketing Practices for 2010” (which can be downloaded for free from our resource library at www.handlconsulting.com/resources), we thought we’d share with you three of the best practices that particularly stand out.



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#7: Demonstrate Value through Return on Investment (ROI) and Total Cost of Ownership (TCO)

March 25, 2010       

In a soft economy, customers are focused on solving business problems and reducing the potential financial risks associated with acquiring new software.

 

Smart marketers provide great proof points to prospects by highlighting the ROI and TCO that customers in similar domains with comparable use cases have seen by using their solution.

 

These targeted customer case studies and reference accounts demonstrate tangible success and help minimize the perceived risk of investment – reassuring tentative customers that their funds will be well spent.



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#6: Focus on Internal Sales Enablement and Cutting to the Chase

       

Keep the emphasis on quality of collateral and programs, not volume. By providing Sales with top-notch materials and in-depth brand knowledge, they’ll be better positioned to do their job successfully and bring in new business.

 

Some companies, as the Senior Director of Services Strategy at one large technology corporation points out, have implemented a whole playbook program – internal prospecting, packaging content together, streamlining messages – to deliver content succinctly.

 

“Better organization of what is already out there makes it more usable and digestible in the field,” allowing Sales to get to the point quicker and, in turn, touch more prospects and generate more sales.

 

Consider hiring a qualified third-party consultant to perform market research on your target demographic, competition, or the effectiveness of your current marketing endeavors. Case studies, whitepapers, and sales-enablement tools developed by an outside vendor often carry more weight in the eyes of the customer and allow Internal Marketing teams to spend times on other efforts.



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#3: Harness the Power of Social Media

       

It’s no surprise that #3 – Harness the Power of Social Media – is one of the most important best practices for technology marketing leaders at the beginning of this new decade. Digital campaigns and online marketing are at the forefront of most modern marketers radar screens, but it’s just now that we’re truly witnessing the power and potential of social media.

 

Respondents are increasingly relying on social networks and feel that social media mediums (blogs, forums, communities/networks, etc.) are invaluable to their company’s ability to understand, monitor, and participate in global conversations about their product and brand.

 

You may already be actively monitoring and participating in social networks, but sometimes question where the true value and ROI is. One top Director of Product Management explained in his interview why social networking is a worthwhile investment to him and why market spending at his company in other areas is stagnant.

 

“Customers leverage each other’s opinions and spread the word through these inexpensive medium… this being the case, it doesn’t make sense for the company to build off-line.”

 

Obviously, the brand exposure possibilities of using social media as a marketing tool are endless and the more online conversations about your offering, the better – but there are also concrete ways of finding opportunities to participate in online discussions (which, in turn, drives sales) and measuring how effective these efforts can be.

 

Sophisticated monitoring and measuring platforms and tools, like those we license at handl Consulting, can help companies pinpoint exactly where conversations about their products or services are occurring and divide these discussions by sentiment, demographic, media type, and more. With this knowledge, companies can further discover opportunities to interact with customers and document the return on their social media investments.



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3 Best Practices for 2010: Win Customers & Build Market Share in a Recovering Economy

       

Unpredictable economic times are forcing technology-marketing execs to re-think their current marketing strategies and maximize their resources in new ways.

 

We recently sponsored a series of interviews with industry leaders from Adobe, Cisco, IBM, and more Fortune 1000 technology companies to understand what top high-tech marketers are doing to counteract the economy and its effect on marketing initiatives and their success.

 

After compiling results and developing a top 10 list of the “Best Technology Marketing Practices for 2010” (which can be downloaded for free from our resource library at www.handlconsulting.com/resources), we thought we’d share with you three of the best practices that particularly stand out.



Author: Handl Consulting Add Comments (0)


 

 

Welcome to handl Consulting’s Blog!

March 23, 2010       

Thanks for visiting the blog of handl Consulting, a boutique high-tech marketing consultancy firm located in San Francisco, California. Since its establishment in 2000, handl Consulting has been known for providing outstanding technology companies with the insights and plans required to make smart moves that create real success in the marketplace.

 

Through our services around the Voice of the Market, handl Consulting offers industry-leading technology companies invaluable tools that assess, target, and listen to the needs and opinions of their prospects and customers. By utilizing our offerings, some of the top names in technology have been able to better position their solutions, deliver whitepapers and case studies, and understand & communicate with their target markets – leading to a higher ROI on marketing investments and larger market share.

 

We started this blog to act as a forum for us to share our knowledge with technology marketing executives looking for new ideas, a different perspective, and the latest findings in high-tech marketing. Talk to us and let us know what you’d like to see on here. We’re always open to making changes that have a positive impact on our readers!

 

Can’t get enough of handl Consulting?  Check out our brand-new website at: www.handlconsulting.com or follow us on Twitter: www.twitter.com/handlConsulting



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