Shukla, Founder & CEO, TWB_
technology services all that simple? Without going into the differences between
technology products and technology services, let’s stick to the business of
services as in ‘professional services’ or ‘software development’ and
increasingly ‘consulting’ for this argument.
basic marketing concepts at the core of both products and services. But for the
most part we’d argue that marketing for technology services is actually more
complex than it is for technology products. In the case of a product, the
vectors on which it operates are better known.
is clearly known.
- The position you keep in
the market vis-à-vis competition is relatively clearly known.
- The development path you
have is relatively clearly known.
- The challenge primarily
is to drive engagement on these vectors.
Founder & CEO, TWB_
the flexibility to commit is limited. With a product, while one can make
forward-looking statements to make a ‘dip-stick’ test of the market on features
and requirements, you can’t throw the apple all that far from the tree. Your
product will have to deliver and relatively quickly, too. Products and product
engineering are not that quick to reconfigure.
services, however, the vectors are kind of fuzzier. That’s because the services
marketing mix has key differences from that of products: providing evidence,
dependence on people, and repeatability of process. Customers need to see these
things to decide in your favor and that’s not exactly easy. Also,
- Services need a lot of
- Difference to
competition is not readily obvious.
- The competitive
advantages services create are not always clear.
- The ‘why and what’ of
creating the technology services marketing engine.
question to answer is who or what is creating the initial engagement? Is it
your sales guy? And if it is — then you definitely need to up the marketing
question to answer is how? To drive any engagement, you have to invest in
creating a place for yourself.
‘anybody’. Be ‘somebody’. The best companies are.
for your marketing to communicate a thought out position into the future. Create
a high flow of high quality content across channels to create conversations to
engage customers and provide insights.
offered can’t effectively convince people to purchase, then it’s an even chance
customer will buy from someone else. If you are able to effectively demonstrate
why your offer is better than your competitors, differentiate the offer, use
the right medium for marketing, and communicate the benefits, then you have the
opportunity for success. The best professional software development and
consulting services see the value in driving engagement, and creating an outgoing
marketing content stream to add even more value.