So what do you think the most important element of technology company marketing is?
Some would say the product or service is most important. Elegantly designed software that performs its designated task is super important. An efficient process that allows organizations to optimize their IT performance and spend is also critically important. But if nobody buys it, who really cares how good or bad it is?
Some would say that your Unique Value Proposition (the answer to the question, "why should someone buy my solution in light of all the alternatives available?") is the most important element of technology company marketing. This is getting a lot closer to what I think is the most important element.
But your Unique Value Proposition is probably not all that unique if you're not focusing your marketing on a specific niche or target market. Even the largest enterprise players have divisions that focus on target markets. So in my opinion, the most important element of technology company marketing is focus.
The short answer to that question is that focusing your limited sales and marketing resources on target markets that understand and appreciate how your differentiation provides value is the only way you will succeed.
As the owner of a small business, I get sales pitches every day for just about every business service you can think of. The ones that turn me off quicker than any others are the ones that boast about their business relationships with enterprise organizations like Microsoft and Amazon.
For an SMB inbound marketing agency, how could you possibly think that your relationship with Amazon resonates with me? What it really shows me is that you haven't taken the time to do any research on me and are just throwing s#!t up against the wall.
Let me contrast that with a pitch I got from someone who focused on me:
"I just came across Rapidan Inbound while working on a new sales and marketing system for a client. It looks like you’re trying to sell more of your inbound marketing programs. From the outside, it seems your company shares some similarities with a few of our clients.
There are 3 main ways to use focus in your technology company marketing.