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SWOT Team: Marketing Complex Products

by Hank Stroll  |  
November 30, 2004

Marketing complex products and services is a challenge. Explaining things simply and convincing prospects the technology is valuable can be very difficult without a lot of time on hand and a road map of sorts.

Take voice over IP (VOIP). Although it's been available for a long time, it's just now beginning to be recognized in the mainstream. Geeks and technical folks adopted it early, and others followed as it began to spread with free online applications. Slowly, people saw the benefit of the technology and wanted more features, so telecommunications companies offered packages.

Companies with technology solutions market them by using case studies, charts and graphs, and testimonials as proof. But these approaches aren't always good enough to reel in the customers. What methods work well for marketing technical services and solutions?

Are MHz, wireless, and operating system issues the least of your problems? Call on 200,000 "MarketingProfs Today" tech support engineers specializing in marketing for help. Submit your challenge and receive a complimentary copy of our book, A Marketer's Guide to e-Newsletter Publishing.

This Week's Dilemma

Marketing new bits and bytes

What is the best approach or message for marketing technical services and solutions? We have used case studies and everything that prove the numbers in the ROI, but these approaches just don't seem to be enough to break the mental barrier and engage customers in solutions and/or projects—even in circumstances when these solutions provide more benefits, in the long and short term, financially and otherwise, than other solutions offered at present. We're working with open-source in knowledge management and information management for Small-Medium Businesses (SMB). When in an uphill battle with the technology adoption cycle, how do you convince prospects of the value of hi-tech solutions?

—Glenn, consultant

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Hank Stroll ( is publisher at InternetVIZ, a custom publisher of 24 B2B e-newsletters reaching 490,000 business executives.

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