Post on 15-Jul-2015
Capabilities vs. Value: Simplifying Your
Technology’s Messaging
Carla FitzgeraldCMO, Smith Micro
@socalbma #socalbma
@smithmicro
Agenda
• My Background
• The Feature Trap
• What is VALUE?
• 4 Ways to Express VALUE Simply
• War Stories from Tech Warriors
(a.k.a. panel session)
#socalbma
• Synergy
• Leverage
• Optimize
• Intelligent
• Industry-leading
• Empower
• Turnkey
• M2M
• IoT
• Big Data
• Paradigm Shift
Just for fun: Buzzword Bingo!
Grab some collateral, find these overused words:
#socalbma
Sectors:• Enterprise IT
• Risk & Compliance
• Search Marketing
• Mobile/Wireless
…and the Scars to Prove It
26 Years in Technology
Roles:• Technical Support
• Security Administrator
• Systems Engineer
• Product Manager
• Business Development
Manager
• VP Technology Delivery
(Pre/Post-Sales)
• VP Marketing/CMO
for 15 years!!!
#socalbma
• Features-Benefits
• Architecture
• Methodology
• Industry Standards
Typical Technology Messaging #socalbma
Problems with Technical Messaging
“It all sounds the
same!”“Please
complete this
90-page RFP.”
“Let’s have a
BAKE-OFF!”“This is
overwhelming…
we’ll wait and
see…”
#socalbma
4 Hard, Cold Truths
The “BEST” product does not always win.
You can meet all “criteria” and still NOT win.
You can “win” and still not SELL something.
You do not determine your product’s VALUE,
the buyer does.
#socalbma
What is VALUE? #socalbma
“WINNING” #socalbma
https://www.youtube.com/watch?v=ib3Y-Q3QnOk
Value is Emotional.
“Positioning in the age of the
empowered consumer has to be
much more emotional, and must
allow the consumer to identify with
and relate to the brand…”
HBR: Beyond the 4Ps: A New Paradigm Emerges
#socalbma
Emotion is Alive in the Workplace #socalbma
Emotion Motivates Action
“Why do anything?”
“Why do it with you?”
“Why do it now?”
#socalbma
“FUD”: Fear, Uncertainty and Doubt
CIO Magazine, 1993
“Never again will
you worry…”
“…complete
peace of mind.”
“So why take
a chance?”
“…make UNIX
safe for you.”
#socalbma
FUD - A Timeless Marketing Strategy
Y2K - 1999
SOX - 2002
Data
Tsunami
2011
#socalbma
PRIDE - Also a “Winning” Strategy
“Imagine Yourself Running a Global IT Organization…”
CompuerWorld, 1997
#socalbma
People Love a HERO
http://carpathia.com/hero/overview
#socalbma
VALUE is in the eyes of the beholder. #socalbma
Aligning value with brand strategy
Know Your Audience
GRAND IDEA: Reposition from “Application Tools” to
SOX Compliance Solution
#socalbma
VALUE must be easy to recognize. #socalbma
4 Ways to Simplify Your Messaging
Lead with the outcome.
Follow the ONE rule.
Keep Asking WHY?
Use metaphors and stories.
#socalbma
Lead with the Outcome
“We can help you increase the
percentage of online visitors that
actually complete a purchase by 10
to 15% by making it easier for them to
find what they are looking for.”
“We analyze transactions and clickstreams
and combine that with sentiment analysis and
text analytics to provide you with deep insight
into what your buyers are doing and thinking.”
http://blogs.gartner.com/hank-barnes/2013/08/28/messaging-in-technology-marketing-stinks-but-improvement-is-possible
Predictive Analytics in Retail:
#socalbma
Follow the “One” Rule
“Leave the reader with one provocative
thought that he or she didn’t have before.
Not two thoughts, or five—just one.”
—On Writing Well, by William Zinsser
http://www.methodologie.com/one-rule-for-clear-content
#socalbma
What’s the ONE important TAKE-AWAY?
Our strong 2007 results
reflect the performance of
a balanced portfolio of
higher-growth, innovation-
driven businesses that
align with current and
emerging customer needs
worldwide.
Our strength is our
balance. A balanced
portfolio helped us
achieve strong results last
year, and by avoiding
exposure to the volatility
of individual markets we
have a solid foundation
for future success.
BEFORE AFTER
#socalbma
Use Stories and Metaphors
Explaining the “Higgs Particle”
http://www.ted.com/talks/brian_cox_on_cern_s_supercollider
#socalbma
Know WHO, then keep asking WHY
V 1.0
Announcing NetWise Captivate, a
context-based policy platform that
harnesses mobile activities in real time to
provide insights into consumer behavior
and identify the ideal circumstances to
engage consumers.
#socalbma
Know WHO, then keep asking WHY
v 7.0
Announcing NetWise Captivate, a new
mobile platform that allows marketers and
wireless service providers to create more
personalized brand experiences for their
customers using smartphones.
#socalbma
In Summary: VALUE Trumps Capabilities
VALUE tied to emotion evokes action.
VALUE is in the eyes of the beholder.
VALUE explained SIMPLY is memorable.
#socalbma
Carla FitzgeraldChief Marketing Officer
Smith Micro Software, Inc.
SmithMicro.com
@smithmicro
@socalbma #socalbma
SoCalBMA.org/Events
Capabilities
vs Values
Simplifying Your
Technology’s
Messaging
#socalbma
February 18, 2015