PHOTO:
Zack Marshall
People are like raccoons: we re attracted to the new, shiny object. Customers want to buy whateverâs innovative or cutting-edge. If you want to appeal to this desire, itâs helpful to position your products as next-gen in your marketing. So how do you market your offerings to stand out as the innovations they are?
Here are some tips to position your product so consumers see it as the next big thing.
Make Sure You Can Deliver on the Promise
First things first: is your product actually next-generation?
At the risk of stating the obvious, you have to first determine whether your product is genuinely new or innovative. If it isnât, itâs not worth the effort to position it as next-gen. If you try to do so anyhow, the consumer may feel misled after (or before) purchase. They might also decide not to trust anything your brand says going forward.
PHOTO:
mumemories
Content syndication and other third-party demand generation programs gained a lot of attention in 2020. The reasons for this spike are varied and include:
The COVID-19 pandemic causing teams to reallocate events budget to other demand-generating channels.
Plateauing results from inbound marketing efforts alone.
The rise in intent data and its positive results for third-party demand campaigns.
The improvement of third-party demand solutions/services themselves.
Improved education and skills among B2B marketers leveraging third-party programs.
Though the popularity and impact of third-party demand generation initiatives have significantly jumped over the last year, itâs important for B2B marketing teams to understand everything that goes into a successful program. You canât simply set it and forget it.