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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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Product Marketing Strategies to Bring Revenue Producing Solutions to Market

Our product marketing plans include market sizing, product requirements, message development, product delivery, sales/channel, and launch and communications strategies. All of the market planning needed to figure out what’s necessary to take your products into new markets successfully is included. We specialize in ensuring that your product marketing approach is correct and realistic. We start by asking, “Who are the best possible prospects for the actual products you are selling…

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How DIAMOND Strategic Marketing Helps CEOs, Business Owners and Sales Executives

DIAMOND Strategic Marketing is primarily hired by CEO’s of growing technology and professional services firms that want to take their company to the next level, whatever that may be. Usually there is a revenue growth goal in mind, and the company has reached its first or second critical inflection point. We get that they are primarily interested in growing revenue. That’s unusual from other marketing consultants. Here’s how we help…

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Getting from “The World” to “Customer” in Only 42 Touches

Frequently, CEOs at my prospect companies will say to me, “We’ve called every prospect on our list once but no one wants to buy. Now what do we do?” I ask them to tell me about the other 41 things they are doing to move a prospect through the pipeline into a paying customer. You see, it would be great if all we had to do in the business-to-business, enterprise…

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Five Things Government Contractors Should Know When Considering Product Commercialization

Here’s a scenario that we’ve been engaged frequently to help government contractors figure out. Mid-sized government contractor has built an interesting product while providing services to a government agency over a five year period. It does not matter which agency since they all have benefitted from customized IT product development from government contractors for the past 30 years. The customer loves the product and depends on it. The contractor wants…

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Three Things You Can Do When Your Product’s Behind

There are three things the marketing organization can do in this situation. This case is not unusual and happens more often than not. That does not make it any easier, however at least it means you’re not alone. The marketing organization, leader, group or whatever needs to take the lead by paring, eliminating, and focusing. Pare down the prospect list with the sales team, eliminate extraneous marketing activities that are…

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