Grow your IT/high tech business by applying the latest industry strategies for technology product marketing across the product lifecycle
What is product marketing?
Product marketing describes the management of all processes involved in taking a product to market. This field of marketing involves working with R&D, manufacturing, logistics, comms, and sales. Since your role is so closely tied to the products in your category, product marketers take the role of advocating for the customer when product-related decisions are made (positioning, launch, development, etc). In this blog, we will explore what makes technology product marketing different.
What is technology product marketing?
Technology product marketing refers to product marketing when your products are IT/high tech. Typically sold in a B2B environment, technology product marketing is renowned for extended stakeholder relations and, currently, an increasingly competitive market. Of course, the nature of IT/high tech means many technology products will be software. The growing Software as a Service…
What benefits might deeper, actionable, aspect-based sentiment analysis offer for your marketing strategy and planning?
I have recently attended the Social Data Summit, which gathered prominent speakers from leading brands and organizations to discuss the latest developments in digital insights, social listening, and sentiment analysis.
The first speaker Dr. Jillian Nay, a founder of the Social Intelligence Lab, challenged the audience with her presentation “Social Data Intelligence is a Mess! Let’s Fix It”. Jillian highlighted some major challenges facing the social intelligence industry that need to be addressed such as lack of standards, transparency & accountability, insufficient support for social media intelligence roles, limitation of current tools, depreciation of social networks APIs, but also acknowledged exciting progress that industry is…
Use our updated digital marketing tools infographic to manage how you use marketing technology
As marketers today, we’re fortunate to have a huge number of free and low-cost tools to give us insight about our customers, competitors and market. They also help us compete by delivering automated relevant, real-time communications integrated across desktop and mobile and digital plus traditional marketing channels.
To help highlight the range of great options available, our updated infographic and free Digital Marketing Tools and Services download recommends 30 categories of marketing technology and our pick of the most popular 5 in each category. We’ve grouped them across the Smart Insights RACE Planning framework for managing digital marketing so you can review where you could make better use of the tools across the customer lifecycle. Click on the infographic below to see a larger version.
What inspired us…
Chart of the Day: The popularity of different martech stack components
You will know that our options for using online services to manage marketing and get insight have increased dramatically over the past few years. Scott Brinker's martech landscape now covers over 5000 martech options.
Our own Essential Digital marketing tools wheel covers what we see as 30 categories that are essential to a medium or large transactional e-commerce business that is serious about growth. Smaller businesses with less budget and less need for information sharing can benefit from lower cost or even free tools, but are not likely to have as many tools, but can still benefit.
Given this opportunity, it's become essential to audit your martech stack as part of digital strategy development. So when we completed our joint research about Managing Marketing with the Technology for Marketing event, we were interested to see the popularity of using…
Audit your marketing technology stack with the 6Cs to refine its capabilities and prove its return on investment
Do you know the stackies? They're an informal contest arranged by Scott Brinker, creator of the marketing technology vendor landscape where different companies visualise their marketing stacks in different ways. Here are the latest martech stack entries. They're presented in vastly, different ways from this superbly visual example...
to this more structured approach of the 5Cs of Martech - which looks like the inspiration for the new 6Cs of Martech featured at the end of this article.
You can audit your marketing stack against any of these ‘stackie’ entries. The structure of some of the examples like the second one prompted us to think whether there was a simple, practical way of visualising or…
How to build the right marketing technology stack for your business
It's now a lot more common to talk about choosing 'martech stacks' and rightly so, given the impact that technology, data and insight can have on marketing today. The popularity of the concept of a martech stack has grown out of the categorisation of marketing technology based on Scott Brinker’s Martech landscape and others such as our Digital Tools wheel.
Businesses have always considered their portfolio of business IT applications for operations such as finance, logistics and marketing, but traditionally, they have been controlled by IT teams who have managed a limited number of ‘enterprise resource planning’ systems such as SAP. With the growth in cloud based SaaS, it has become far easier for individual departments and, in particular, marketing, who need to manage many digital marketing channels like search and social media marketing, to deploy their own solutions.
An honest and frank look at the often flawed digital procurement process from the [supplier] dark side
The software procurement process is fundamentally flawed. It's a waste of time and I'd go as far to say that neither the buyer nor the supplier ever really get the result they are looking for.
I hold this view as a digital director who has dealt with a fair number of tender processes over the years and, while I appreciate where this process comes from and why it is used, I just feel it's time to urge businesses to start shaking off this hugely out of date way of buying when it comes to digital. After all, it's a legacy of the advertising industry that operates in a totally different way than it does now.
So what's the problem?
Overall I think it's that…