An “average” marketing strategy
Mean. It’s a great word isn’t it. But what does mean, mean? If you see what I mean. It’s either hateful, the intended meaning of something or, as I want to use it here – an average. In this case it’s the “average” marketing strategy for a specific marketing segment. What would be the value of knowing the “average” marketing strategy for any number of strategic marketing elements for the segment in which you compete?
i.e. on average for your market segment who is the ideal target customer organisation? On average what job roles do your competitors target? On average which vertical markets are favoured? On average who does your competition see as… Continue reading
Posted in All Blog Categories, communication, Competition and Competitive Intelligence, high performance middleware, ideal customer, job roles, marketing, Marketing Strategy, Marketing Tactics, positioning, product marketing, prospects, Vendor-Related Posts | 
29West, competitive, ibm, low latency messaging, Lustratus, marketing strategy, middleware, positioning, REPAMA, solace systems, tibco | 
Leave a commentAudience strata mismatch
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If I were to write in this blog
“18th century art has always been my passion. It’s my belief that mid-18th century, art, as captured by oil on canvas, has never been surpassed in terms of quality.”
You may ask what on earth that has to do with you – a visitor to a blog about high-technology marketing. You’d be right to question it because I’d obviously written the wrong thing to the wrong audience. My message may have been exactly what I wanted to say but I chose the wrong audience to deliver it to. As it happens, I’m afraid I’m a bit of a philistine when it comes to art appreciation – but hopefully… Continue reading
Posted in All Blog Categories, communication, Competition and Competitive Intelligence, marketing, Marketing Strategy, Marketing Tactics, positioning, product marketing | audience, competitive, Competitive Marketing, Lustratus, messaging, product marketing, REPAMA, strata, Strategic Marketing | Leave a commentBook recommendation
I’d like to recommend a book today. I came across it a couple of weeks ago and whilst I don’t know the author, it felt like it was written by someone I knew. It’s well worth a read if you’re in product marketing, product management or strategic marketing planning. It’s called quite simply “Product Marketing for Technology Companies” and it’s written by a guy called Mark Butje.
If you’re in a hurry then it’s a simple as that. Go buy the book. You won’t regret it. If you want to know why I recommend it. Read on.
I’ve been developing marketing strategies for many companies for many years. … Continue reading
Running the REPAMA rule over mainframe SOA
I’ve just finished the REPAMA Segment Analysis Study and Marketing Efficacy Assessment on High Performance Middleware. It’s just going through our buddy checking process at the moment so now I can get on with the next project. We’re about to start looking at vendors of integration and SOA solutions on the mainframe with the REPAMA methodology.
It’s really interesting (well if you’re a marketing analyst) when you start a new project. You have to leave a lot of your preconceptions behind. If you’re reverse engineering the marketing strategy from a vendor’s go to market material, it’s quite wrong to form firm opinions about the results before you even start the analysis.
I mean, if I were… Continue reading
Posted in All Blog Categories, communication, go-to-market, positioning, SOA and Integration, Vendor-Related Posts | datadirect, gt software, hostbridge, ibm, mainframe integration, mainframe soa, marketing strategy, microfocus, progress software, rocket software, soa software, software ag | 3 CommentsYou can spin, but you can’t hide
We spend a lot of time at Lustratus looking into the performance of early market companies. Quite often these companies brief us and tell us how well they’re doing and how well they’re latest re-positioning is being received in the market. Most of the time I believe them. And what if I don’t, what can I do to prove/disprove their claims? As an early market company they’re typically not public and probably don’t have to file detailed financial results.
The answer lies in the footprints they leave in the Internet snow. That and something that we refer to as the Press Release Boilerplate Evolution. As you probably know, the boilerplate is the short,… Continue reading
“We all target the same prospects”
We all target the same prospects!
I hear this a lot in the high-tech marketing world. Organisations tell me that when they are prospecting they and their competitors target the same organisations and the same people.
I want to highlight how assumptions like this can be very dangerous in competitive marketing. It’s lazy to assume that your closest competitors are saying the same thing to the same people as you are targeting.
Sure there are major similarities in most highly competitive markets but when Lustratus studies the protagonists and their relative offerings in detail we always find significant clear blue water between them.
We developed the REPAMA methodology to bring a little clearer insight into competitive marketing. … Continue reading
Posted in All Blog Categories, communication, high performance middleware, marketing, Marketing Strategy, positioning, Vendor-Related Posts | 29West, ibm, Latency Busters Messaging, LBM, LLM, low latency messaging, marketing strategy, messaging, middleware, positioning, Solace Content Router, solace systems | 1 CommentThe company doth protest too much, methinks
…or Shakespeare and Cuban heels.
Apologies to those fans of the Bard for the bastardisation of the famous line from Hamlet but it’s a phrase I’ve come to use for early market software vendors that are trying just a little too hard to convince prospects that they are bigger and more credible than they really are.
Claiming, front and centre on your web site and in the copy of your press releases that you are the “global leader” in somethingorother appears to be the fashion in marketing communications. In fact we see phrases like “global”, “market-leading” or “leading provider” so often now that I think we’ve actually stopped thinking about the meaning of these words and whether we… Continue reading
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Recent Comments
May 12, 2011 (12:01) The Goodall Technology Reading Ease Index - How Complex is Your Marketing Copy? Hmm. I really do like the name Sarah but what about my ego? If I were to call the index 'GoodRead...
May 12, 2011 (11:36) The Goodall Technology Reading Ease Index - How Complex is Your Marketing Copy? I suggest calling it the GoodRead Index. Maybe it's over-reaching a bit, but you'll just have to ...
October 14, 2010 (4:19) Truth Denied? The Software Appliance Revisited. I hope you could tell that I was being more than a little flippant here Jacques. Perhaps I should...
October 13, 2010 (1:56) Truth Denied? The Software Appliance Revisited. Allow me to disagrre. At a customer, we have used Datapower for years to process XML (BTW, it is ...
June 7, 2010 (4:38) New Report From Lustratus Research: A Competitive Review of SOA Appliances Pete,Thanks for your comments, and those of your colleague. I think Danny has answered the 'mar...
June 4, 2010 (4:03) New Report From Lustratus Research: A Competitive Review of SOA Appliances Hi,I'd very much like to develop a point made in the report where it is asserted that software ...
May 6, 2010 (12:35) New Report From Lustratus Research: A Competitive Review of SOA Appliances Thanks for your comment Blake. This is a marketing-focused blog that looks at different vendors' ...
May 5, 2010 (1:23) New Report From Lustratus Research: A Competitive Review of SOA Appliances Hello There - It seems that this is a very provocative report, especially with respect to the sta...
April 14, 2010 (2:57) The Decision Making Unit for Cloud Computing Nice Technology Related Blog. Will visit again.
October 16, 2009 (5:56) The Decision Making Unit for Cloud Computing Very interesting point of discussion. I would be very interested to hear your results.