Digital Kungfu

Lightning Fast Marketing

Why your technology SME has the edge over corporate competitors

Speed and agility are an SME’s greatest weapons. We’ve seen this time and again. In Outliers, Malcolm Gladwell points out that David wasn’t the underdog when he fought Goliath. Quite the opposite. He had speed, agility, a feared, devastating weapon in his sling, and he was fighting against a slow, oversized, lumbering guy who most likely suffered from restrictive sight.

In other words, the giant had no real view of the world around him anymore, and David had everything going for him – provided he was able to make the most of it. Gladwell’s point is that there are two sides to the coin – David’s strengths and benefits, as well as the disadvantages of the giant’s size and lack of speed.

Why Salesforce took its industry by storm

SMEs fear corporates, and yet corporates are typically slow to innovate and even slower when it comes to taking their new innovations to market.

The story of Salesforce is legendary in this space. For a long time, Siebel was the established player that dominated the CRM software space.

The problem was that with Siebel came multimillion-dollar upfront costs, implementations that could take years, ongoing complexities of maintenance and constant upgrades. Marc Benioff founded Salesforce in 1999 as a startup with one vision: To change the way that software business applications were delivered through something called Software-as-a-service (SaaS).

When Salesforce launched its ‘No More Software’ campaign, Siebel laughed at them. Salesforce didn’t just give up though. Instead, Benioff launched an aggressive marketing strategy around the startup’s new CRM offering, paying actors to protest with ‘No Software’ signs outside one of Siebel’s annual conferences and even holding an ‘End of Software’ party

These stunts got them attention but the underlying value was simple – they were able to promise hundreds of millions in bottom-line savings to enterprise clients by moving their CRM systems to the Cloud. Over time, Salesforce began capturing more and more market share and by the time Siebel launched its first Cloud-based version of its software, it was too late. 

The move just reinforced Salesforce’s credibility in the market, cementing its position as the King of its category.

The SME edge over corporates

The lesson here is simple. Corporates are like big ships that are slow to turn. SMEs are like the pirates that come and raid the cargo of these big ships.

In Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets by Christopher Lochhead, the cargo that pirates raid is likened to the market share that big corporates carry – until someone comes along and takes that market share away from them.

There are two key ways to achieve this. First, you need to become the King of your Category. Companies like Uber and Salesforce are category kings because they didn’t leave category to chance. Ultimately, your customers will place a tag on you, determining where you fit into the world – unless you determine your category first. According to Lochhead, the greatest category designers in the technology industry never leave category to chance.

Instead, they educate the market to see the world the way they do. Which brings us to our second point. It’s not enough to have an innovative product. You need your market to understand what you do, how you do it, how it changes your customers lives and businesses, and why you’re different. You need to introduce them to a problem they didn’t even realise they had, or a solution to an old problem that they never thought would be solved.

At Digital Kungfu, we always start with one simple piece of advice for our technology and software company clients: You need to get your message out there – and you need to do it with speed. Second to market with your product is one thing. Second to market with your messaging however, could mean the difference between owning your category, or simply reinforcing someone else’s messaging.

Leveraging speed to dominate a market

In the technology space, things are always moving quickly. Marketing messages need to move at the same speed. This is one of the greatest advantages a tech-based SME has against a large corporate: SMEs are not only quick and agile with their processes and solutions, but they can be equally fast with their marketing messages.

So, how do you adopt an agile marketing approach that re-enforces your desired positioning in a persistent fashion?

First, one product video or brand advert won’t cut through the noise sufficiently enough to capture new market share and generate the leads and new business you’re after. You need to be consistent and persistent in getting your message in front of the right people, through the channels they’re consuming media on. They’re already there – you just need to tap into their bandwidth.

Youtube, LinkedIn, Facebook, Twitter and Instagram are designed for sharing stories. If you can craft a story that is different, makes your customer the hero and taps into their needs and challenges, and you get it out there faster than anyone else, you’ll start directing the conversation and creating your own category.

Speed has another advantage as well. If you’re quick to market and agile enough to respond to the data you receive once you’re messaging is out in the public domain, you can see what works, which messages customers respond too and adjust your campaigns accordingly.

Speed is the new currency in marketing. Are you tapping into it?

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Digital Kungfu - Expands into the UK

After generating sales qualified leads in excess of £12 million in under 12 months for its clients in Africa, Digital Kungfu is launching in the UK.

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There are two key ways to achieve this. First, you need to become the King of your Category. Companies like Uber and Salesforce are category kings because they didn’t leave category to chance. Ultimately, your customers will place a tag on you, determining where you fit into the world – unless you determine your category first. According to Lochhead, the greatest category designers in the technology industry never leave category to chance.

Instead, they educate the market to see the world the way they do. Which brings us to our second point. It’s not enough to have an innovative product. You need your market to understand what you do, how you do it, how it changes your customers lives and businesses, and why you’re different. You need to introduce them to a problem they didn’t even realise they had, or a solution to an old problem that they never thought would be solved.

Digital Kungfu - Why your technology SME has the edge over corporate competitors

At Digital Kungfu, we always start with one simple piece of advice for our technology and software company clients: You need to get your message out there – and you need to do it with speed. Second to market with your product is one thing. Second to market with your messaging however, could mean the difference between owning your category, or simply reinforcing someone else’s messaging.

Leveraging speed to dominate a market

In the technology space, things are always moving quickly. Marketing messages need to move at the same speed. This is one of the greatest advantages a tech-based SME has against a large corporate: SMEs are not only quick and agile with their processes and solutions, but they can be equally fast with their marketing messages.

So, how do you adopt an agile marketing approach that re-enforces your desired positioning in a persistent fashion?

First, one product video or brand advert won’t cut through the noise sufficiently enough to capture new market share and generate the leads and new business you’re after. You need to be consistent and persistent in getting your message in front of the right people, through the channels they’re consuming media on. They’re already there – you just need to tap into their bandwidth.

Youtube, LinkedIn, Facebook, Twitter and Instagram are designed for sharing stories. If you can craft a story that is different, makes your customer the hero and taps into their needs and challenges, and you get it out there faster than anyone else, you’ll start directing the conversation and creating your own category.

Speed has another advantage as well. If you’re quick to market and agile enough to respond to the data you receive once you’re messaging is out in the public domain, you can see what works, which messages customers respond too and adjust your campaigns accordingly.

Speed is the new currency in marketing. Are you tapping into it?

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