My good friend Jeff Berman has agreed to contribute a series on marketing for startups to the Scratchpaper community. This is the fourth in the series (table of contents here). Stay tuned for more.
How to Botch Marketing #3:
Speak to the Industry, Not the Individual
People have problems. People have budgets.
If you’re selling something to a business audience, it’s easy to slip into thinking your market is the business (e.g., hospitals, schools, hotels; the list is endless). But businesses don’t make decisions. To get on the radar, you need to address the needs of a specific individual inside the organization. [Read more…]