Our slide deck from a seminar on technology marketing for NISPConnect in the Northern Ireland Science Park. A really enjoyable seminar, very positive feedback from the audience, and we got to visit the Titanic centre in Belfast afterwards!
How to hire a Digital Marketer
You want to hire a digital marketer. Should you choose them based on
The correct answer is, of course, number 2. (Yes, that’s a joke).
We work with a lot of technology companies, and while many of them have pretty good processes for hiring engineers, they tend to be less structured when it comes to hiring non-engineering roles, including marketing. This is a problem because tech companies increasingly realise they need a strong digital marketing capability to support sales and drive new business. The question is, if you are not a marketer yourself, and you don’t have any experience hiring marketers, how do you hire the right person? Read More
Product Market Fit is the goal for most companies launching a new product or service. Product Market Fit means you have a product that closely matches the needs of a well-defined and large group of customers. You have sold to a few of these customers, and the sale is similar each time. This makes it easier to sell your product to other customers.
But getting to Product Market Fit takes time. Sometimes your product needs to be adjusted to make it sell. And sometimes you have to try selling to different people if your first target customers don’t want to buy.
This process of experimentation – testing different combinations of product features and target audiences – is the search for product-market fit.
How do you grow your business? Most of our customers are technology or software companies and they vary in size from start-ups to multi-million operations. Regardless of size, they are all trying to drive growth. We usually start by focusing on the basics i.e. identifying how they can generate more sales and revenue. So we help clients generate more sales leads using their website, digital marketing and some automation technologies. And this works – if you generate more high quality sales leads then you should generate more sales which helps drive growth. Read More
We work with a lot of technology start-ups. Pretty often these start-ups are looking at launching a new product into a new market – one in which they don’t have previous experience of selling their technology. Sometimes it is not obvious which market to go for first, particularly if the product can potentially be used in a number of sectors.
So, we usually have these questions to answer:
In this post we look at why you should pick a first target sector, how you pick that sector, and then how you can promote your product. We’ll be using some ideas from the technology marketing classic “Crossing the Chasm” and combining them with digital marketing tools to quickly identify the sectors with the best fit.
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