B2B marketers need to understand the technology landscape as well as they understand the competitive landscape.
It’s not all that unusual for B2B marketers to ask us why they have to go beyond what a product or service really does and learn more about the technology landscape it fits into.
“Why do you have to know that?” someone asks. And, it’s true that, on occasion, these excursions sometimes don’t uncover much of anything.
But, those occasions are rare. At the very least, we pick up some nuance of product nomenclature or even application that helps us frame our concepts differently.
And, often enough, our inquiries into the technology landscape uncover important information critical to concept differentiation. Like hidden competitors. Not-immediately apparent buyer motivations. Or even outright exclusions. At the very least, we learn about things that go beyond price and delivery, and often help us develop concepts that are differentiating and distinguishing.
A few examples:
Add to that the obvious – the ongoing process of innovation that creates winners and losers out there in the marketplace. As an agency, it’s important for us to understand these trends to know which horse our client is backing.
In B2B, the technology leader is almost always the market leader. And, for good reason: Technological superiority creates competitive advantage. It usually sets the stage for the next round of product advancement. And it thus has great potential to disrupt a market.
So understanding the technology landscape is always important, no matter how simple or straightforward a marketing effort may appear.
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