10 rules of enterprise marketing every tech entrepreneur should know
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What is the key to effective enterprise marketing?
Given the complexity of today's enterprises and the variety of prospective marketing tactics, this is the ultimate Rashomon Effect question. The answer. it depends.
Ask 20 experts, and you might get 20 different answers. Or, in the case of this Docurated article, you may end up with 33 different responses.
We think we've heard them all – and we've now boiled them down to ten.
1. Own your personality
Decide on your company's personality based on your core value proposition – and embrace it.
SaaStr VC and editor and former EchoSign founder Jason Lemkin discusses the development of an early Mini-Brand. "What a Mini-Brand is, is when at least a handful of folks in your core, target customer audience begin to hear about you … From there, you'll accelerate, if only slowly at first."
Lemkin adds, "And that's when the next bit of magic starts."
2. Be concrete
Concrete always beats concept in the market.
In their book "Made to Stick," the Heath Brothers summarize this point as follows. "How do we make our ideas clear? ... This is where so much business communication goes awry."
There's a reason why JFK's stated goal was "landing a man on the moon and returning him safely to the earth."
It's also why Microsoft's Satya Nadella, Oracle's Larry Ellison, and Salesforce's Marc Benioff all have very specific cloud-based revenue goals. They know concrete is better.
3. Be fast
Flexibility, innovation and speed will win out every time.
As Tom Wujec illustrates in his popular TED talk, there's a reason why young children always beat expert adult groups in the Marshmallow Challenge. They spend more time experimenting, prototyping, and implementing – and they spend less time talking and planning.
Your company should consider following their lead.
See the rest of the story at Business Insider