Positioning, Branding, or both? Let’s clear up the confusion.

Often we get calls from B2B tech companies looking for a brand strategy. Or we receive a desperate call by a tech executive to come in and clean up after an expensive branding effort that missed the mark. This got us thinking about a couple of questions that we hear time and time again:

  • What is the difference between Branding and Positioning?
  • Do companies need Branding, Positioning or both?
  • When is B2C branding helpful for a B2B company?

[Read more…]

Infographic: Sales doesn’t use your presentations

Sales thinks your marketing presentations are nice, but they don’t use them.

We recently conducted a survey of 50 technology industry sales leaders to find out if they use the presentation materials they get from marketing, and what their marketing partners could do to improve the quality and effectiveness of what they produced. [Read more…]

The difference between winners and losers

After working with almost 300 clients over the past several years, the difference between the winners and losers among technology companies has become clear.  The winners almost always share these four qualities:

  • They have a specialized focus (like social media management, big data analytics or IT operations).
  • They have unique IP or an original approach like distributed architecture.
  • They’re leveraging an inflection point in the market (like mobile marketing or IT-as-a-Service).
  • And, they have a strong, engaging point of view that captures the imagination of the market.

[Read more…]

Firebrick Positioning Scorecard

Positioning-ScorecardToday more than ever, tech companies are moving a mile-a-minute and marketing executives are looking for quick ways to make a big splash in the market. But as you know, every successful tech company first needs the right foundation — and Step 1 is strong positioning that will engage and win sales cycles, while establishing a distinct, prominent “corner of the room” in the market category.

With that in mind, we’ve created this handy Positioning Scorecard as a fun way to gauge how effective your company’s current positioning is. Your score will indicate whether or not your company would benefit from a positioning project or refresh. We hope you have fun with this, share it with your contacts to compare scores, and tell us what you think! [Read more…]

In B2B, Different Doesn’t Sell

Different-Doesnt-SellWe have a client with innovative IP that has developed a disruptive cloud infrastructure platform and service. The value of this technology is significant because it delivers a 2X performance for ½ the cost – and has the promise to completely upend the market. Needless to say, the founders are brilliant – often the smartest people in the room. They pride their technology on being so “different” than the Amazon Web Services, Rackspace and others in the burgeoning market category. [Read more…]

Business models become the new disruptor

B2B has become “B2Any” – and the advent of cloud and SaaS solutions has moved subscription business models with Go-to-Market to the forefront as the new levers for disrupting markets, driving valuations and significant revenue growth. Companies such as Zuora are fueling the “subscription economy”. And a new generation of companies and products has taken advantage of this inflection point – Workday, Box, ZenDesk, Citrix Online, Joyent, Yammer and of course, SalesForce – and the market is rewarding these companies with committed revenue growth and large valuation multiples. [Read more…]