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The Absolute Truths of Technology Marketing

by Hank Barnes  |  October 8, 2019  |  Submit a Comment

As marketers seek to contribute to company growth, they often look for truths–what are the things that we absolutely have to do.  In the past, I’ve had a few things at the top of my list to suggest:

  • Clear Positioning and Use of Stories
  • Ideal Customer Profiles
  • Advocacy Marketing

But the more I learn and evaluate, I’ve come to realize that the absolute truth of technology marketing is….drumroll:

Source: Photo by Tobias Aeppli from Pexels

There are no absolute truths in technology marketing


The most important things to do are really dictated by what is going on around you.   If you are in a hot market and have a decent brand, you may not need an ideal customer profile or great positioning.   If customers understand your market, stories may be less important.

You may take one approach that works great.  For another company, the exact same approach, also executed effectively, may deliver little to no impact.

Rather than search for absolute truths, focus on your environment: the market; the competition; your customers; your products.  Start with your customers and work backwards.   Adapt to what is going on around you.   Stop obsessing over “what are others doing that is working” (sure look for good examples that you may–or may not–“copy”, just don’t obsess).   Seek other perspectives to help you evaluate choices.

  • Content marketing is the answer…until it is not.
  • Outbound marketing is the answer…until it is not.
  • Advocacy marketing is the answer…until it is not.
  • Better data (the “answer” de jour) is the answer…until it is not.

Abandon the search for absolute solutions.   Embrace adaptivity and discover what is most appropriate for your situation.

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Category: go-to-market  

Tags: advocacy-marketing  content-marketing  outbound-marketing  strategy  tactics  

Hank Barnes
VP Distinguished Analyst
6+ years at Gartner
30+ years IT Industry

Hank Barnes explores the dynamics, challenges, and frustrations enterprises face when buying technology products and services. Using that customer-centric lens, he advises those responsible for marketing technology products and services, general managers responsible for product portfolios, and startup CEOs on next practices to drive success for their customers and their business. Read Full Bio

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