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How to Market Your Tech Products When Everyone Thinks You’re Just a Services Company

I attended an industry conference on technology marketing in the early 1990s in which one of the featured speakers was a senior executive from IBM. During his keynote presentation, he bemoaned the fact that few people knew that IBM was the second largest software company in the world. It was the height of the personal computer boom, and most people knew IBM from their computer hardware businesses, which ranged from…

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The Huge Company in Town Should Become Your Next Customer

I had an epiphany a few weeks ago that was so obvious I couldn’t believe I hadn’t thought of it sooner. One of the most common activities I do with my clients, typically tech or professional services companies that need to sell more, is help them build target lists of prospects in the vertical markets we help them develop. One reason why tech company CEOs engage our services is to…

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Positioning the Microsoft Alternative for Government Contractor Business Software

The PVBS management team aspired to become the top Microsoft Dynamics partner in the world to government contractors. Armed with vast knowledge of Microsoft Dynamics NAV and the workflow of government contractors, the company brought a world-class solution to market known as Microsoft Dynamics NAV for Government Contractors. The challenge, though, was to let the world know that the product existed. DSM was originally engaged to put together the marketing…

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How to Get Out of the Office and Talk to the Market

We have often been engaged to help companies bring tech products to market. Many of our clients are either professional services firms that have developed products and don’t understand the process to bring products to market effectively or new product firms that realize early on there’s more to launching a product than just building it. We help them understand the 30 or so things that must be done well to…

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Three Common Marketing Challenges Facing High-Growth CEOs

I frequently consult with small business owners who are interested in identifying more effective ways to go to market. I had a good meeting with a small business owner this afternoon. She owns an outsourced office suite for business owners and entrepreneurs. Her brand is third or fourth in a market led by Regus and a few other players. Her clients fall into a couple of buckets. Some are solopreneurs…

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Steve Charles Presents “After the Shutdown: Using the Challenger Sales Model to Grow Your Federal Sales” on October 25

DIAMOND Strategic Marketing is a proud sponsor of the Institute for Excellence in Sales and Business Development (IES&BD). If you’re a selling professional who focuses on selling to the Federal Government, you must attend this program featuring Federal Sales expert Steve Charles, co-author of The Inside Guide to the Federal IT Market, a how-to book for companies selling to the government. For the past two decades Steve Charles has helped…

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Content Marketing Guru Marcus Sheridan Headlines September 20 IES&BD Program

DIAMOND Strategic Marketing is a proud sponsor of the Institute for Excellence in Sales and Business Development (IES&BD). If you’re a selling professional on the fence about using content marketing to drive your revenues, you must attend this program featuring business blogging and content marketing guru Marcus Sheridan. Marcus has worked with thousands of selling professionals to help them blow away the competition and achieve remarkable sales performance by deploying…

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What’s Next Retail Content Site Helps Microsoft Sell More Software to Retailers

Microsoft offers Microsoft Dynamics AX for Retailers. Microsoft typically sells its software, including its Dynamics business software, through its network of thousands of reselling partners. Tens of thousands of partners around the world sell Microsoft products, however only a few dozen are truly equipped to effectively sell its Dynamics AX for Retail product. In order to strengthen the network of partners who sell Dynamics AX for Retail, Microsoft created the…

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DSM Launches World-Class Protective Services Training Center in Maryland

The Leadership of the Protective Services Training Academy (PSTA) wanted to create a world-class training facility for protective services organizations, Federal, State & Local agencies, and the security professionals who would train there. In order to get there, they hired DIAMOND Strategic Marketing to create the messaging to all of the critical audiences, develop the brand, conduct market analysis to create worthwhile differentiation, and institute a communications plan to achieve…

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