Comments on: How to market smarter.

By: Kevin Edgar

Kevin Edgar — Wed, 08 Jun 2011 10:57:17 +0000

Many organisations often ignore or miss the opportunity of finding out why their current customers bought from them. Whilst in many cases this could be reputation, quality of service, competitive pricing or a charm offensive from a good sales guy. But if you take the time to understand why a client has chosen you, it often uncovers other peer company opportunities and in my own experience a least two cases were we identified gaps in available business solution offerings that we were able to develop and exploit to generate many millions in licence and services revenues.
As the article points out you can’t effectively be all things to all people, but clients generally welcome you wanting to understand how you can best serve them and can often identify gem opportunities that may never have occurred to your product development and marketing guru’s

By: Max

Max — Wed, 08 Jun 2011 09:44:27 +0000

I am a business student at uni in Reading and honestly, this is the most comprehensive and well explained justification of market segmentation I have seen. What’s more, it is practically applicable, not just waffling theory.

By: Julian Stafford

Julian Stafford — Wed, 08 Jun 2011 08:17:23 +0000

Good stuff Lawrence. I’d add that there are lots of ways of marketing without spending too much money, which is particularly useful if you are keeping an eye on cash burn. Also, choosing the right channel to market can be vital e.g. piggy-backing on system integrators with software products and deciding on whether to grant licences for patented ideas rather than develop one’s own products or services. Maybe a topic for future articles?