I know, I am going against the grain on this thought, but stick with me as I am really speaking about the basic foundation for message development. The simple information we communicate to be considered a feasible partner.
The basic goal for all tech marketers is to win business and market share from your competition. As with most technology solutions, the scope of the marketplace we tend to compete in and deliver our messages can be narrow in focus.
Developing a relevant marketing messages is as much about following your target’s expectations as it is about innovation. While it is important to differentiate your organization from the rest of the pack, don’t develop a message platform that is so different that it comes off as irrelevant, unbelievable or forced in its creativity.
Our tech buyers are pressed for time and mind share as well as pressured to find “safe” proven solutions for the most part. Some simple logic suggests that these tech buyers need to justify their search for a new vendor and most likely will need to communicate basic capability before recommending any of the potential vendors difference.
We also know that tech buyers have a standard set of expectation when reviewing possible solutions. We know they tend to scope out the marketplace for vendors that share similar capabilities towards their needs. This lessens their risk when evaluating new tech solutions.
Your message should demonstrate your solution is relevant to the target’s standard expectation. Ensuring your marketing message has some uniformity and similarities to the competitive set in your space will make our tech buyers’ lives a bit easier and more comfortable knowing that you are able to provide the basic capabilities against their needs.
Keep in mind that I’m not suggesting you develop a me-too message platform, but I do encourage you to reflect on the advantages of commonality already learned rather than reinventing the wheel.
