Can MarTech avoid commoditization? — Joe Zappa // Sharp Pen Media
- Part 1Problems with B2B Tech’s content marketing approach — Joe Zappa // Sharp Pen Media
- Part 2 Can MarTech avoid commoditization? — Joe Zappa // Sharp Pen Media
Show Notes
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02:35Commoditization in martech toolsCommoditization in martech occurs when a solution is perceived as undifferentiated within a technology category. The key marketing challenge for martech companies is to identify their unique value and effectively communicate it to their specific, ideal customers.
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04:11Factors contributing to commoditization in the martech market:In addition to market saturation, it's driven by a lack of effective marketing strategies that focus on mission, brand identity, and differentiation beyond product features. Industry specialization is one strategy to stand out and appeal to target audiences.
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05:13Focusing on the uniqueness of your customers to combat commoditizationBy tailoring your messaging to resonate with a specific segment of your customer base, you can attract the right prospects, sell more effectively, and retain customers longer. While controversial, this strategy turns away the wrong fit and strongly appeals to the right audience.
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08:13Differentiating in a commoditized marketHighlighting how your solution will improve the customer's life, solve their problems, and make them more successful is key for differentiation. The buyer isn't always the user, so you must be able to speak to multiple layers of people with martech solutions.
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10:17What is required for B2B tech marketing successCustomers choose solutions based on relationships, marketing, and reputation, which don't always correlate with product quality. Differentiation comes down to thoroughly understanding your customer in order to speak directly to them through your messaging and content.
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12:15Tailoring messaging to multiple personas in martechUnderstanding and addressing multiple personas within the buying process is crucial. Different personas have varying priorities, and it's essential to craft messages specific to their needs and to use different content for different platforms to resonate with their respective audiences.
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13:11Examples of innovative solutions with tech and impactful messagingAn example of an innovative solution is Criteo's Commerce Max, which addresses the challenge of commerce media within walled gardens. It allows buyers to access retail media across various first-party data-enabled audience environments, simplifying transactions for advertisers.
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15:35Integrating your messaging and value proposition into hot industry topicsParticipating in the broader industry conversation, even if your company is not directly in a trending space, helps you build relationships, establish authority, and command attention. This is crucial for transcending product commoditization and achieving lasting success.
Quotes
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"You do have to talk to multiple layers of people with martech solutions because the buyer isn't always the user." - Joe Zappa
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"Marketing is more effective when you help the customer understand, through our technology, you are going to be a hero to your company." - Joe Zappa
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"You should be able to write a two page Google doc on who your customer is, what they want in life, whether they have kids, etc. All these extraneous details help you to speak to the person and not to some amorphous B2B buyer." - Joe Zappa
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"The content you create will differ based on where you're putting it and which persona is in that place. I do different content for Twitter than I do for LinkedIn because those audiences are different." - Joe Zappa
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"Participating in industry trends is how brands gain attention, build authority and relationships, and transcend product commoditization, even when not in a hot trend's space." - Joe Zappa
- Part 1Problems with B2B Tech’s content marketing approach — Joe Zappa // Sharp Pen Media
- Part 2 Can MarTech avoid commoditization? — Joe Zappa // Sharp Pen Media
Up Next:
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Part 1Problems with B2B Tech’s content marketing approach — Joe Zappa // Sharp Pen Media
Joe Zappa, CEO and Founder of Sharp Pen Media, explores B2B tech content marketing challenges and martech commoditization. In B2B product marketing, there's a strong emphasis on practicality, showcasing features, case studies, and ROI. While these are essential, they often overshadow the need for creating memorable and emotionally resonant content, which is the essence of great marketing. Today, Joe discusses the problems with B2B tech's content marketing approach.
Play Podcast -
Part 2Can MarTech avoid commoditization? — Joe Zappa // Sharp Pen Media
Joe Zappa, CEO and Founder of Sharp Pen Media, explores B2B tech content marketing challenges and martech commoditization. A lot of tech companies make the mistake of making themselves the hero of the story when it should be the customer. To cut through the noise, you must find creative ways to help the customer understand how your solution is going to help them be the hero to their company. Today, Joe discusses how martech can avoid commoditization.
