Launch advice from an Interim CMO
Introducing a new company, venture or product to the market? Don’t make the same blunder so many others make: doing it too soon. Timing is important, but it isn’t everything. Rushing to market without all your ducks in a row can do more harm than good. How do I know this? Because I often get hired by companies who’ve done exactly that.
They might have the next big idea, but in tech especially, new products and ventures enter a world crowded with big ideas. The difference between success and failure is rarely in the idea or the product. It’s in the marketing: the deliberate development of corporate and product positioning, differentiation, pricing, tools, customer support systems and messaging. And equally important, the testing of all of those elements.
Your prospective customers might have a different point of view
Marketing isn’t just what happens when it’s time to take the idea to market. Marketing is building a comprehensive go-to-market framework, refining that framework throughout its lifecycle and—most importantly—incorporating the customer’s pain points too.
Here’s a quick example of why that’s so important. One up and coming data center services company developed some exciting tech innovations to transform a fairly stagnant industry. But its sales force hit wall after wall. They brought me in to help find out why. By working closely with their prospective customer base, we quickly uncovered the fact that the very word “transform” unnerved the target market and didn’t align with their actual pain points.
I helped the company completely relaunch its colocation business in a way that played on its strengths without scaring risk-averse customers away. You can read the use case to learn more about how this company retooled and effectively relaunched its services.
Why can’t marketing just figure itself out?
In the case of my colocation client, they had a great idea and built an amazing product, but the customers didn’t come. Remember when Kevin Costner said, “If you build it, they will come”? Boy was he wrong. He should have said, “If you build it the way they want it and then market it like a rock-star, they will come.” It’s not nearly as catchy, but that’s what it takes!
So, how do you market like a rock-star? You build a strong go-to-market strategy:
Have you built a firm foundation for your next big launch? Find out. Contact Laurel Bay, a Fractional CMO agency, for a free score card needs assessment today.
About Laurel Bay
Laurel Bay Marketing is a fractional CMO agency for tech, run by a tech. Our mission is to help service providers of all sizes increase revenues and strengthen their marketing, product and sales presence. Because we are technology experts in the services industry and because we have years of marketing senior leadership under our belts, Laurel Bay Marketing offers the winning one-two punch that can help you quickly and expertly achieve greater visibility with a differentiated portfolio and positioning, generate revenue with clutter-busting lead generation, and provide a return on your investment. Laurel Bay was purpose-built for service providers just like you.
Laurel Burton, Founder of Laurel Bay Marketing