The best companies who could use my marketing advice

B2B, Business, Customers, ideal customer, lead generation, Marketing, Riding the elephant, single target market

I keep talking about a lot on the way you should identify the market, how you should target a segment and niche it . I talk about the challenges that come up when targeting the B2B space for a complex sale and how you can go about addressing them.

While most of whatever I talk about is overall good marketing practice, this is specially useful to people who own, run or work for companies who are less than $50 million in revenue, sell mid to high value products in the B2B space.

If you sell low dollar value items, then maybe a few things – especially about mapping different people in the organisation or structuring a value proposition or identifying the ecosystem may not completely be of value to you.

If you have already crossed the revenue of $50 million then chances are that you already are doing things and putting up systems which have helped you reach such a large turnover.

Its the companies, who are reaching about half a million dollars and want to break into the million dollar league and build processes which bring regular leads, who can benefit most from what I write. These would be my Ideal Customers.

All the concepts whether its the Single Target Market or the “Riding the Elephant” can provide immense leverage to companies who want to grow dramatically.

Till next time then.

Carpe Diem!!!

Force multiplier effect of Riding the Elephant

Affirmative action, life time value, Marketing, Marketing Stamina, Networking, Partners, relationships, Riding the elephant

While I keep writing about this concept, I am amazed myself by the amount of benefits that “riding the elephant” can have for you, if you nurture the elephant well. The elephant is very loyal and friendly creature if you take care of it and feed it with bananas. But if angered it also tends to go o a rampage and destroy things.

So if you nurture the elephant then while you can take 5 small steps, it can take one large one, so if you are riding it, you can cover a larger distance through the forest versus on foot. Also other wild animals won’t attack you when you riding the elephant.

Some of this is also true with hitching your bandwagon with a large partner (like an OEM) your market reach expands at an amazing speed. These large companies have massive growth agendas so they have big plans to execute and go out in the market. Once they start trusting you they will also take you along with them. You will need to do networking within these companies. Being large it is difficult to navigate through the matrix structure, but if you are determined, and take affirmative action you will be able to find your way. It may take time, so you need to have marketing stamina to last in the market.

As a small company you may not have the bandwidth to fund that kind of a growth, but with the help of the partner you can actually get the volume of business to fund your growth.

There’s once challenge though. Since the partner wants to grow rapidly they will expect you to comply with their demands in terms of the margins you make. These situations you have to manage delicately. What can help is knowing the life time value of a customer. So you know how you will make money from the customer in the long term.

If you know how to manage relationships, this is one of the best ways to grow your business.

Till next time then.

Carpe Diem!!!

Leveraging on soft assets in the market

assets, Leverage, Marketing, possibility thinking, Riding the elephant

I have always spoken about “riding the elephant ” a philosophy which is extremely useful when you are a small player trying to get into a new market.

Sometimes you have a reverse scenario. You have something “deep ” in the market. It could be relationships withkey customers, some typically solutions which only you have, or a place in a specific location.

I remember there was a time about 20 years back, when the company I used to work for used to do trainings for internal staff. So there were multiple training rooms. These training rooms had servers, individual desktops etc.with individual network connectivity.

Many a times, these training rooms used to be vacant. Since we had already spent capital in setting up these class rooms, if left vacant, they were only getting wasted. At that time we were going through a crunch and had to figure out what other possibilities existed for making profits.

So we went about figuring out who else could need training rooms with the specifications that we had. Necessity is the mother of invention. To utilize the asset we had, we now needed to find a buyer who would use the asset only at times when we didn’t use it.

Jay Abraham is a master at building and utilizing these kind of assets. I used the strategies he lists in his book to figure out how we could leverage. We figured that companies could use these rooms, but not everyone needed the individual computers, so those companies were not willing to pay a worthwhile amount. Then we thought of software companies who need to get trainings done both for their staff and customers.

That was the master stroke. Once we could get a handle of who owned customer trainings in these companies, we showed them the rooms and to top it we offered to take care of 2 meals and tea/coffee during the sessions.

It became so good that some of the people who came for the training then asked us about our primary business and we ended up making some of them, our customers for the main business as well.

This was pure profit because the asset had already been paid for, so increasing the utilization only increased the profits.

Till next time then….leverage on what you have and count the gains

Carpe Diem!!!

Riding the elephant- you still need to market

B2B, Marketing, need, relationships, Riding the elephant, route to market, Symbiotic relationship

While I keep harping about the advantages of using my philosophy of riding the elephant. You need to be aware that, at the end of the day you need to keep your marketing principles in mind over there also.

I have written on some ofvthese points earlier also, but its important to identify the need of the elephant. The elephant has to see the benefits of giving you a ride.

This is a critical aspect, because if you try to tell the elephant about your capabilities to cut branches of trees, then the elephant may not be interested in you. On the other hand if you show the elephant that you can help him get bananas faster, it may become your friend and give you a ride. However some elephants may not be interested in bananas, so you may end up missing judging and spending time in convincing the wrong elephant.

Year before last, we invested a lot of time in building a solution on one of the biggest cloud service providers. We had a unique solution and we thought that the cloud service provider would take us along where they saw prospects. But inspite of spending more than a year we realized that the technology platform that we were working on was not a priority for them in India. So this elephant was not interested in the fact that we could help it get bananas faster, because it was not interested in eating bananas.

So whether you are going out on your own or you are using my philosophy of riding an elephant you still need to identify that one need in the market which you can address.

Till next time then.

Carpe Diem!!!