In this evergreen post from Johannes Hoech, he shares nine tips for startups to get traction with analysts.
Once technology startups close their first few enterprise deals and increase revenue to millions of dollars, they often want the analyst community to recognize their innovations and give them their rightful standing in the marketplace. However, few companies know how to engage analysts effectively, are unclear on whether they should even strive to gain analyst recognition, and if they do participate, are uncertain of budgets needed to attract them.
Much has been and can be said about how to get into the analyst reports such as the Gartner Magic Quadrant. However, we are going to keep it simple. This blog is based on our experience of successfully having placed companies into the Gartner Magic Quadrant and the cool vendor report. In each case, those goals were achieved within 12 months, and in each case, prior negative analyst perceptions had to be overcome.
In our experience, these are nine key elements to successfully engage the major technology analyst firms such as Gartner, Forrester, Sirius Decisions, or 451 Research Group.
1) Clarifying competitive differentiation and customer value-add
Analysts provide advice, market overviews, and vendor assessments to large corporate clients who rely on the key firms to absorb and implement needed technologies. Those corporate clients also account for most of the analysts’ fee intake. This creates a need for analysts to be objective. Their advice has to deliver results for their clients and not push certain vendors.
Most startups are reinventing some technology, while most of their enterprise clients must manage their needs effectively with existing and established technologies. As such, it’s very important for startups to prove that their new technology works and delivers results so that they can be considered for purchase.
This means startups must examine why they are better than their competition and why they deserve special recognition. When doing this, it’s essential not to think inside-out or express overly technical explanations of how something is done under the hood but think outside-in about what is the big problem that this technology solves more cheaply or effectively than the existing alternatives.
To think through your technology’s differentiation, it can help to invite your buyers to comment on the efficacy of your product before engaging with analysts. Carefully listen to objections they might voice. If they express any complaints, the chances are that analysts in their surveys hear the same feedback. When preparing for analyst conversations, any objections should be examined, and counterpoints formulated.
Remaining points include:
- Understanding each analyst firm
- Leveraging analysts for thought leadership activities
- Effectively managing analyst engagements
Read the full article, 9 Tips for Startups to Get Traction with Analysts, on MarquetU.com.
Johannes Hoech shares a post that identifies five key components of a strong marketing message.
Digital marketing techniques, like “Account-Based Marketing,” for example, heavily depend on high-quality content that can draw a crowd. Now, to stand out from all the other marketing content from organizations trying to get attention also requires offering compelling thought leadership content with a differentiated point of view that highlights your advantages, but without degenerating into a sales pitch.
Prospects typically start their “customer journey” by browsing the web for answers to their problems want to be informed and persuaded, and in control of when and how they are being approached. Rarely do they want to be sold to the right off the bat? For example, when’s the last time you clicked on a LinkedIn ad in your feed or accepted an invite from a pop-up chat window?
Considering those challenges, how effective is your marketing message? Creating a marketing message that differentiates your company’s product and services is one of the hardest things you will have to do. But formulating a highly differentiated message is essential in beating your competition, successfully swaying analysts and influencers, and making your online presence more compelling. When done well, highly differentiated messaging will drive demand and increase your market share.
In this blog post, we’ll go over five key things your B2B cloud software startup should consider when creating a message that will be compelling enough to be effective.
Knowing What Your Company Stands For
Shared values build relationships and are the power behind purposeful action. Of the consumers surveyed by Harvard Business Review, 64% cited shared values as the primary reason to have a relationship with a company. This applies as much to B2B as it does to B2C and is the very essence of a strong brand. Before you even start creating your message, you need to know what your company stands for. Why? Because those values will reflect in your voice, your visuals, and your interaction with customers.
Key points include:
- Listen to Your Sales Team as if They Are Your Customer
- Search Your CRM Tool for Purchase Patterns
- Answer the “So What?”
Read the full article, 5 Things to Consider When Creating Killer Marketing Messaging, on MarqetU.com.
From Johannes Hoech’s company blog, an article that shares the facts and stats on how the pandemic has affected B2B marketing teams and what they can do about it.
For B2B marketers in 2021, a new mandate has become clear: Evolve or perish. As marketing leaders steer their ships through the turbulence of COVID-19, they’re encountering the sobering reality that there will be no return to business as usual, even after they get to calmer waters. Marketing teams may make it to the other side of this thing, but the old ways of B2B marketing aren’t coming with them – and emerging evidence shows that many teams are ill-equipped to adapt to the new environment they’re entering.
The good news: It’s perfectly possible not just to survive, but to thrive in this new environment. But it will require teams to take a step back, re-align the resources still available to them, up-level their digital skills, and make a detailed, if not quantified, growth plan.
Why has this happened, and what, exactly, has changed?
Success in the new era of B2B marketing will require teams to reckon with four major, simultaneous, and interrelated, challenges:
Higher demand generation goals
As companies retrofit their operations for the post-COVID business landscape, they’re asking a lot more of marketing. Nearly 60% of surveyed marketers report seeing their teams’ lead gen goals jump since March of last year when U.S. lockdowns began.
Not only are marketers being asked to do more – but they’re also more strapped than ever for the resources with which to do it. In addition to higher lead gen goals, most marketers are also seeing shrinking team budgets. Notably, this pressure is not being distributed equally across organizations – while marketers are tightening their belts, sales teams are reporting budget increases as often as budget cuts.
Key points include:
- Confronting the challenges
- Maintaining situational awareness
Read the full article, The Perfect Storm Facing Post-Pandemic B2B Marketing Teams, on marquetu.com.
Johannes Hoech shares a practical post and instructional video that explains how to grow more lead generation enquiries with less budget using LinkedIn tools.
As a follow on to MarqetU’s recent blogs on low-cost lead generation approaches for B2B companies to re-start their sales pipelines, MarqetU’s CEO Johannes Hoech recorded this 7 minute instructional video below on how to use LinkedIn Navigator and 4 companion extensions to generate highly targeted leads.
The 4 extensions useful for leveraging LinkedIn Navigator’s wealth of high quality contact information featured Johannes’ video are Dux-Soup, LinkMatch, Sharetivity, and CrystalKnows. We have launched several new demand generation efforts using practical, high-velocity strategies such as these since the pandemic hit in March 2020 with good success and on rapid timelines.
These two graphics show a recent B2B lead generation effort where we hit the goals set by the company’s growth architecture within a few weeks of launch.
Key points include:
- How to use LinkedIn Navigator
- 4 companion extensions to generate highly targeted leads
- B2b sample pipeline ramp up
Read the full article, Grow more with less budget – Low $ demand gen with LinkedIn tools, on MarqetU.com.
Johannes Hoech shares a post on how to use video effectively in your digital marketing strategy.
Videos help businesses get 66% more qualified leads according to Renderforest. According to HubSpot, you may be able to increase conversion rates by over 80% if you add a video on your landing page. If you’re looking for an easy-to-execute approach to producing videos as part of your digital marketing strategy in 2020 and 2021, here are practical ideas that fit your startup’s budget.
At MarqetU, we can help you develop engaging and authentic video content to attract, engage, and delight your prospects and customers. To get started with your video marketing strategy, start by developing a video content plan:
There are many types of video content that can be leveraged to attract and retain customers in different stages of the customer lifecycle. Some of the types of video formats that you can leverage for your B2B technology startup include:
Brand Videos: Showcase your products, services, your mission, and your vision in a brand video. You can use this video in the about section of your company’s LinkedIn page, as a pinned/introduction video on your YouTube channel, and on your website landing pages. We made this video recently for our website along similar lines.
How-to Videos: You can create how-to videos or how-to series to help your audience with education about topics that they need help with. For example, we recently developed a video about automating lead generation for our LinkedIn.
The article includes information about:
- Choosing the right digital platform
- Writing the script
- Editing the video
Read the full post, The end-to-end DIY video cookbook, on the MarqetU website.
Umbrex is pleased to welcome Johannes Hoech with MarqetU. Johannes is a C-level Silicon Valley executive experienced in “Growth Architecting”, i.e. all aspects of state-of-the-art pipeline generation and revenue management. Expert analyst and motivational leader with strong skills in general management, strategy, product management, and customer success, as well. 25+ years of experience leading technology startups through early stage, high growth, and turnaround phases.
Having managed organizations ranging in size from a 3-person start-up to a 400-person business, Johannes drives revenue and scales fast growing organizations of all sizes. With his German half he executes efficiently with a highly analytical approach, and with his California half he innovates pragmatic solutions.