How it Helps vs. How it Works

There is no disputing the glut of marketing technology companies out there right now. Just one glance at the various LUMAscapes that exist for every category says it all. There are literally thousands of companies - all competing for the same time, attention and dollars from brands.

So how does a marketing technology company stand out? Certainly, there needs to be real substance to the technology product. It needs to work as promised and deliver meaningful, measurable results. But clients aren’t looking to buy bits and bytes or platforms and programming; they just want to work with companies who can help them solve specific business challenges. Too many companies - proudly caught up in the “cool factor” of their own technology - put the focus on “how it works” instead of “what it does.” This makes it very difficult to stand out and clearly define their value to the brands they approach.

Because these companies are so enamored with their technology, they tend to hire a sales force made up of “technology” sellers. And while those professionals can clearly explain how the technology works, they struggle with the difference between an objective and a strategy. For better results, companies should instead be hiring “brand evangelists” - the type of seller who can listen to a brand, understand their pain points and frame a solution around those pain points. This kind of sales professional is also much more effective at building relationships rooted in trust and credibility, which help to create a fundamentally sound company - and eventually, higher revenues.

So to those working in marketing technology, ask yourselves one question, “What business problems am I solving for my clients?” If your answers revolve around the technology mechanics - no matter how cool or unique they are - instead of actual solutions, then you’ve got a big problem on your hands. And if you work for a brand, reflect on those companies that have really stood out to you. I’m willing to bet they had the right answer to that one question - they told you how their technology could help, not how it works.