This article has been originally posted on Linkedin and written jointly by José Manuel Valdés (CEO of BB2B, an advisory firm that specialises in privacy regulations and their implementations), and Jordi Marca(CEO of Gotoclient, a marketing agency that serves multinational brands in the Southern European markets).
Tech brands have always suffered from the fact that distributors marketing their products have also been in charge of creating and publishing pieces on their brands.
Gotoclient can help you creating, developing, executing and fine-tuning your Go-To-Market plan. Now, I would like to give you some light on the few steps we take and some suggestions so that your Go-To-Market plan makes sense and is well-created and well-executed. This is key for your marketing plan consistency, when thinking about GTM plans for multinational companies.
When you search on Google for any tech brand logo image, you usually find results like this one. Furthermore when the brand logo is manipulated by someone that does not fall into the brand company owner direct relationship, then you might even find this.
Whereas you are a Marketing Director, Manager, Coordinator, Specialist, Consultant or any other type of marketing folk in a Tech brand, metrics are a key part of your job. The times when the marketing team used to be called by the sales one as 'the ones with the fluffy presentations' are over. This we know since the Web, Email and after the Social Media irruption times. During the past 20 years, we got used to talk about post shares, click-through rates, lead generation by channel, engagement, visits and conversion rates.
Whether you lead the marketing function for a phone manufacturer, a home appliances brand, a consumer electronics producer or a wearable start-up, you might feel overwhelmed by the ramping commoditization that your product is experiencing. Not only your product features do not stand out from the crowd, your product might not even be recognizable when put side-by-side with its competitors. You might even struggle to define a unique selling proposition (USP) to your audience.