Comments on: Fighting Inertia: the toughest competitor of them all. http://www.velocitypartners.co.uk/2008/02/29/fighting-inertia-the-toughest-competitor-of-them-all/?utm_source=rss&utm_medium=rss&utm_campaign=fighting-inertia-the-toughest-competitor-of-them-all B2B Marketing, Content Marketing and Technology Marketing Mon, 06 Feb 2012 14:18:45 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: John Gillett http://www.velocitypartners.co.uk/2008/02/29/fighting-inertia-the-toughest-competitor-of-them-all/comment-page-1/#comment-242 John Gillett Wed, 05 Mar 2008 21:22:55 +0000 http://www.velocitypartners.co.uk/2008/02/29/fighting-inertia-the-toughest-competitor-of-them-all/#comment-242 Working with both established tech companies and startups makes it very clear that the messaging strategy for these 2 groups is entirely different...as is the process of developing marketing messages and tactics. As you pointed out, the startups require a much different approach -- they are typically trying to find a way to build their brand and create an identity in the market, while trying to educate prospects about their solution. Although the challenges of marketing for tech startups may be greater than for established tech companies, the opportunities to define startup identity and position their solutions is a great exercise. Who knows? You may be building the next great tech brand! Working with both established tech companies and startups makes it very clear that the messaging strategy for these 2 groups is entirely different…as is the process of developing marketing messages and tactics.

As you pointed out, the startups require a much different approach — they are typically trying to find a way to build their brand and create an identity in the market, while trying to educate prospects about their solution.

Although the challenges of marketing for tech startups may be greater than for established tech companies, the opportunities to define startup identity and position their solutions is a great exercise.

Who knows? You may be building the next great tech brand!

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