Stop Waiting for the Next Big Thing

Posted on by Micky Long

In a Wall Street journal column late last year, Farhad Manjoo admonished readers to “grow up” and stop whining about the lack of the “next big thing” in technology. Instead, he argued, we should be celebrating the abundant recent tech advances.

As B2B marketers, maybe it’s time to take a look back at the value our solutions are already bringing to the markets we serve—rather than waiting for the development team to provide the next solution.

Consider this: If we’ve achieved any significant success over the past few years it’s most likely been the result of finding a way to fill a customer need or solve a real problem with a solid solution at a reasonable price.  What was “ahead of its time” two years ago often evolves into the proven and trusted market solution.  There’s nothing wrong with that.

It’s possible a bit of message retooling or slightly altered positioning might be in order.  Just like a fresh coat of paint and new trim can work wonders for a room starting to show a bit of wear, a revitalized message coupled with a renewed focus might make a significant difference in extending an existing solutions’ lifespan while “the next new thing” makes its way through the development cycles.

Data-Driven Marketing: How Makino Americas Built a Powerful Lead Generation Database
Check out this related B2B LeadsCon Event!

A lead gen campaign is only as good as its target audience. Have you selected the right accounts and contacts, and do you have a clean and a…

Retooling a message or value proposition can take some work, and it can be a messy endeavor.  But done right it can pay off well in terms of revenue and extended life for a technology solution. Reworking a message or value proposition can give a Sales team new life, provide new angles for marketing campaigns and present a different look to a prospect base.

The added value to marketers of looking at our existing solutions for expanded sales is the wealth of information we have about their success (and challenges).  Leveraging the information at hand from customers, through interviews, persona research, surveys and other means can provide key insight that can help fine tune a revitalized message that can lead to new sales and a stronger revenue base. And pave the way for new solution options when ready.

Micky Long is a vice president and practice director of lead nurturing at Arketi Group.

More

Get Content Like This Delivered to Your Inbox

Related Posts

Chief Marketer Videos

by admin

Data-Driven Marketing: How Makino Americas Built a Powerful Lead Generation Database Check out this related B2B LeadsCon Event! A lead gen campaign is only as good as its target audience. Have you selected the right accounts and contacts, and do you have a clean and a… View Agenda Register Now

Chief Marketer Awards

Fusion Marketing - Gold Velcro Industries - Gold Pringles - Gold Bud Light - Gold Bud Light - Gold Target - Gold Coca-Cola - Gold Coca-Cola - Gold HISTORY - Gold Denny’s - Gold Ford Motor Co. - Gold Cottonelle - Gold Intel Corp. - Gold Intel Corp. - Gold Miller High Life - Gold McDonald’s Corp. - Gold Poland Spring - Gold REI - Gold Game of Thrones - Gold Kingsford Charcoal - Gold Pernod Ricard USA - Gold Breathe Right Nasal Strips - Gold Lincoln Motor Co. - Gold Coca-Cola - Gold Mike’s Hard Lemonade - Gold National Football League - Gold Google Asia Pacific - Gold Piper-Heidsieck - Gold 2014 Show Your Joe Campaign - Gold Nike - Gold Cîroc Ultra Premium Vodka - Gold Kmart - Gold Kmart - Gold Coca-Cola - Gold Cotton Inc. - Gold Nike - Gold Malibu Rum - Gold Hostess Brands LLC - Gold HBO - Gold Prevacid 24HR - Gold Samsung Mobile USA - Gold Cîroc Ultra Premium Vodka - Gold Frito-Lay and PepsiCo - Gold Hewlett Packard Co. - Gold FX Television Network - Gold Captain Morgan - Gold American Express OPEN - Gold HBO - Gold Corona Extra - Gold AT&T - Gold World Vision - Gold Gillette - Gold Pantene - Gold Porsche - Gold Duracell - Gold Corona Extra - Gold Microsoft - Gold Cottonelle - Gold Chicago Shakespeare Theater - Gold HBO - Gold Crown Imports - Gold Samsung Mobile USA - Gold The Clorox Co.
 - Gold Pepsi Co. - Gold Oreck - Gold Jockey International - Gold The Art Institutes - Gold Monster Worldwide, Inc.
 - Gold Pepsi Co.
 - Gold HISTORY - Gold MillerCoors - Gold Time Warner Cable - Gold Frito-Lay - Gold American Express OPEN - Gold AT&T - Gold MillerCoors Foster’s - Gold Microsoft Windows - Gold ConAgra Foods, Inc.
 - Gold Coca-Cola - Gold Nestlé - Gold Ford Motor Co.
 - Gold

Chief Marketer Top Shops

TRCO MARKETING WUNDERMAN VERTICAL MARKETING NETWORK UPSHOT TWO/TEN TRACK MARKETING GROUP TPN TIPTON & MAGLIONE TIC TOC TEAM EPIC TEAM ENTERPRISES TEAM DIGITAL PROMOTIONS THE STRATEGIC AGENCY SWITCH SOURCE MARKETING SOHO EXPERIENTIAL SLANT SCOUT SPORTS & ENTERTAINMENT RYAN PARTNERSHIP RUBIK MARKETING REVOLUTION RE:FUEL AGENCY REDPEG MARKETING RED MOON MARKETING PSE-PACKAGED SPORTS AND ENTERTAINMENT PRO MOTION PRIZELOGIC POWERPACT PGW EXPERIENCE NEXT MARKETING NATURAL SELECTION PROMOTIONS MOMENTUM WORLDWIDE MKTG MIRRORBALL MICHAEL ALAN GROUP MASTERMIND MARKETING MATCH MARKETING GROUP THE MARS AGENCY MARKETVISION MARKETING WERKS THE MARKETING STORE MARKETING RESOURCES MARKETING LAB THE MARKETING ARM MARKETING ACTIVATIONS GROUP MARDEN-KANE LIVE NATION MEDIA & SPONSORSHIP LIKEABLE MEDIA LEGACY MARKETING PARTNERS LEADDOG MARKETING GROUP LAUNCHFIRE LAGARD´ERE UNLIMITED KICKING COW PROMOTIONS JACK MORTON WORLDWIDE INTERACTIONS THE INTEGER GROUP INSPIRA MARKETING IN MARKETING SERVICES IC GROUP HMT ASSOCIATES, INC. HELLOWORLD GROW MARKETING GOOD SOLUTIONS GROUP GOLDNFISH MARKETING GROUP LLC GMR MARKETING GEORGE P. JOHNSON GEOMETRY GLOBAL GENERATION Z MARKETING GAGE MARKETING GROUP FUSE, LLC FORMULA STREET INC. FLUENT FCBX FCB/RED FAME ESCALATE THE ELEVATION GROUP EASTWEST MARKETING GROUP DON JAGODA ASSOCIATES DEPARTMENT ZERO CONCEPT ONE COMMUNICATIONS COLLABORATIVE MARKETING GROUP COLANGELO CATAPULT CARDENAS MARKETING NETWORK BRANDFORCE BRAND CONNECTIONS BLUE CHIP MARKETING WORLDWIDE BFG COMMUNICATIONS BECORE BDA ATTACK! MARKETING A2G ARC ALL TERRAIN ALLIED INTEGRATED MARKETING ALLIED EXPERIENTIAL ALCONE ACTIVENT MARKETING, LLC THE A TEAM