Archive for January, 2014

Key to Your Buyer Adoption Problem

January 14th, 2014

The key to buyer adoption is to understand the context of the target buyers’ needs as “what tangible business problems the product will be able to assist them in solving?” For uneducated and unaware buyers, how do they know they need your product? If they only “know” their pain and are struggling to figure out the underlying problem causing that pain, how do they make the leap to your solution? Especially if it is an unique, disruptively differently innovation pre-market? Word-of-mouth? Sales relationships one-by-one? Carpet-bombing email campaigns? PR? Search?

The premise is that you will find them, they will become aware of your company, they will connect the dots to their issues, and get everyone involved in the decision on board to buy. Compound that with getting industry standard language, cohesion amongst emerging “lesser” competitors, critical mass of satisfied customers and you realize building a market for your disruptively innovation is long, costly, risky, and difficult.

The real challenge for your buyers is that buying your technology is not necessarily the same as solving their operational  problem. Continue reading “Key to Your Buyer Adoption Problem” »

Sometimes We All Need A Reminder About Simply Addressing the Buyer’s Problem

January 7th, 2014

Look, buyer adoption and problem solving as core approach versus product education and market evangelism is not easy. Sometimes we even need to be reminded of why this is so critical and so powerful. I got a call last week from a friend who is working with a technology company looking at doing a new product launch. They wanted to leverage social marketing to boot-strap their launch. We spend so much time on the complexity of our client’s disruptive technologies that I forget that sometimes it is about simply being a better way to build a market.

We, Social Gastronomy, are better at building markets today because we have built upon our experience doing it the traditional way for a lot of years. I was researching marketing over the web for an advertising firm in 1994. The internet class gave out disks with Netscape release .9 beta. Not sure which is scarier – how long ago in regards to Netscape or the fact we used to call it advertising. We funded the start of Social Gastronomy with a couple of engagements with myself as acting part-time CMO for several start-ups and Joanne doing the social marketing execution. I have been bootstrapping early stage technology companies marketing almost my whole career. I started with fax marketing in 1993. When digital marketing was just fax; pre-internet, pre-email. The communications technologies may evolve, the buyers have gotten much smarter, the information may have gotten more overwhelming, but at the end of the day; we are in the people business. We are here to help understand, connect with, and assist our buyers in solving a problem. Whatever problem THEY think they have. Sometimes, you just have to step outside of your box and remember it is about their problems and their context. So here is a part of my response to how we can help bootstrap a market launch…..

Continue reading “Sometimes We All Need A Reminder About Simply Addressing the Buyer’s Problem” »