Tag: Для директора по маркетингу
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The Product isn’t Misunderstood Because It’s Complex; It’s Misunderstood Because You Never Built the “Bridge”
The Product isn’t Misunderstood Because It’s Complex; It’s Misunderstood Because You Never Built the “Bridge” “People just don’t understand how powerful and well-engineered our product is!” Nearly every R&D leader has probably said this in frustration when watching customers or internal teams fail to grasp the depth of a technical solution. In that moment, it…
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Good marketing means fewer requests for technical explanations. How to Give Engineers Their Development Time Back
Good marketing means fewer requests for technical explanations. How to Give Engineers Their Development Time Back How much does an hour of your lead architect’s time cost? Multiply that by the number of hours they spent last month on sales calls answering the same questions repeatedly about security principles or integration capabilities. The resulting sum…
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Why Good Products Fail Due to Poor Presentation: A breakdown for tech specialists and marketers.
Why Good Products Fail Due to Poor Presentation An analysis for techies and marketers. The history of IT is filled with brilliant but failed products. The technologically superior Betamax lost to the simpler, cheaper VHS. Google Wave, an advanced messenger that was ahead of its time, died without ever reaching mass adoption. The list goes…
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Marketing that doesn’t understand your product’s architecture is harmful. Why is the CTO your best “salesperson”?
Marketing that doesn’t understand your product’s architecture is harmful. Why is the CTO your best “salesperson”? Marketing that doesn’t understand the fundamentals of your product’s architecture isn’t just useless; it’s harmful. This harm appears in two forms. The first and most obvious form occurs when marketing promises something that does not exist in the product,…
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Why Even the Most Advanced IT Product Doesn’t Sell Itself: A Marketer’s View for Tech Specialists
Почему даже самый крутой IT-продукт не продается сам: взгляд маркетолога для технаря Your team spent months developing a product. You used the most modern tech stack, designed elegant architecture, and achieved outstanding performance. Technically, your solution is far superior to those of any competitor. Then, you launch it on the market, only to watch clients…
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How to Explain That ABM Is Neither Expensive Nor Complicated
How to Explain That ABM Is Neither Expensive Nor Complicated You have probably heard the abbreviation “ABM” at conferences or read about it in articles. Most likely, you got the impression that ABM is only for enterprise corporations. You immediately imagine hyper-personalized campaigns, expensive gifts for CEOs, complex technology systems, and six-figure budgets. It seems…
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You Can’t Scale Chaos: The Pain of an Overloaded Marketing Department
You Can’t Scale Chaos: The Pain of an Overloaded Marketing Department Your company is growing. The marketing department’s workload has doubled, its team has grown, and its budget has increased. Yet, for some reason, the results remain the same. Everyone is constantly busy, deadlines are looming, and you never escape the feeling that you are…
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SMM, paid search, and trade shows: When They Don’t Work
SMM, paid search, and trade shows: When They Don’t Work “We spent $500,000 on paid search and didn’t get a single deal. Let’s turn it off.” “The leads from the last trade show are garbage. Don’t waste time on them.” “SMM is just empty chatter. There are no clients coming from it.” Sound familiar? In…
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Marketing is not The Same as Lead Generation. It is Logic and Structure
Marketing is not The Same as Lead Generation. It is Logic and Structure The most frequent—and dangerous—question is, “How many leads did marketing bring in this month?” This question probably comes up at every management meeting. It is simple, clear, and seems absolutely logical. But, in reality, it is the most dangerous question you can…
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Is it a complex product? A Complex Market? There is a solution. How to Build Demand for B2B Innovations
Is it a complex product? A Complex Market? There is a solution. How to Build Demand for B2B Innovations At a certain stage in the development of a B2B product, an odd silence emerges. The solution is ready. It can genuinely save clients money, eliminate headaches, and speed up processes. Yet, the response is almost…