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Tag Archive: positioning

B2B marketing tip #250: Make status quo the enemy

B2B Marketing Tip of the WeekInstead of positioning your offering as better than another company’s product or service, consider showing its merits compared to the usual way of doing business.

Most B2B sales help companies save time or increase efficiency, which means changing a process. Demonstrate why your solution makes change worthwhile and the sale is yours.

How well do you listen to your market?

What iTunes can teach us

This year marks the 10th anniversary of the launch of iTunes, just one of Apple’s streak of big-win product launches. Across the globe, we’ve collectively downloaded more than 10 billion tracks, and pushed sales of physical music CDs to the brink of extinction.

The lesson for marketers?

Apple’s success is not solely about innovation or technology. It’s about listening—listening for the frustrations and unmet needs in the market place, then going where the problems are, with a solution so simple and elegant cost doesn’t even enter into the equation during the buying process. It’s every marketer and CEO’s dream.

Remember the days when the music collection took up rows and rows of shelf space? When it was impossible to buy the latest Lady GaGa single in your pajamas at 2 a.m.? And forget taking your all your favorite albums with you on a trip. The iTunes revolution resolved the problems I didn’t even realize I had—and made it impossible for me not to buy.

When the product positioning is right, the rest of marketing and sales flow smoothly. And when it’s not? Well, we’ve all struggled to build demand with a product full of features that few customers seem to need or want.

Click here to read more »

What’s on your menu?

Eight best practices for marketing B2B professional services and consulting

Imagine dining at your favorite restaurant. Relaxing atmosphere, professional chef, great ingredients—only this time, there are no menus, no daily specials and no list prices. It’s up to you and the waiter to put a name to your craving and dream up the best cuisine.

Sound appealing? Or daunting?

Many organizations promote and sell their services offerings in exactly this way, using a “sky’s the limit, we can do anything” approach that leaves it up to the buyer to decipher their needs, understand the potential solutions and create a package offering that fits their budget.

The problem with this approach is that it places the buyer in the role of expert—not your organization. It adds time and confusion to the sales process, and more often than not, leaves market opportunities unmet.

Specifics sell

There’s a reason McDonald’s lets you order by number and a reason your favorite restaurant specializes in a certain type of cuisine. Specifics sell. Click here to read more »

Selling the air

Why services marketing matters for all B2B organizations

Promoting B2B products and promoting B2B professional services and consulting used to be two different things.

The first was all about features and innovation, the second a way to deliver efficiency or expertise to business processes. Marketers could specialize and spend an entire career in one niche or the other.

 Technology today blurs those lines:

  • Software is now a service, residing in the cloud rather than the desktop.
  • Distribution and logistics firms are rethinking their offerings as music, video, games and books no longer require physical inventory or shipping.
  • A push to automate paper-based processes is driving everything from the accounts receivable workflow to our medical records into a virtual world.

In essence, products and services are now paired up like salt and pepper. Every B2B marketer needs a working knowledge of best practices for marketing services and consulting.

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Three steps to a stand-out brand

Thanks to executive coach and keynote speaker Roshini Rajkumar for featuring me as her guest blogger for June!

You can read my article, “Three steps to a stand-out brand,” on her site.

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