Know-How Exchange : Strategy

Hi BParks,

In my current position, I sometimes have projects to identify key decision makers in niche markets for our enterprise and high tech sector clients, so I personally understand the work involved and the extremely high value to our clients. Intimately knowing exactly who you need to develop rapport with is half the battle in marketing – and I think great information should actually carry a premium price tag. So, if it were me, I would explore raising my pricing as a way to differentiate services from the typical lead gen stuff that’s out there. With higher pricing, you could afford to provide even more ways to add value and then include the added value stuff in your messaging.

I truly believe this is an area that has a great deal of potential and requires educating the audience on why this level of quality reduces overall marketing cost and increases performance.

Best of luck,

- Steve

Pricing is typically a “sticky subject” with buyers who are used to commodity-like products. More reason to price higher and give more, a small price raise would not change any perceptions.

It’s a great sign that your clients are asking about webinars and surveys (not stuff they would ask list service providers about)

It seems lead gen is segmented, with the high end being more like marketing lead dossier services. When clients are targeting Fortune 500’s for big sales they should be willing to pay more for extras.

- getting individual executive profiles
- learning about the relationship of one manager to another
- Monthly “touches” to ensure updated data

Maybe not where your business is going, but seems there is a demand without a lot of players.

Best of luck,

- Steve

Brian, thanks for posting your bio. That's a big help to the Expert community.

You say that your difficulty is messaging... it seems like articulating your Unique Selling Proposition should be easy, but it never is! I like a lot of Sean d'Souza's articles, and one in particular might help you:
https://www.psychotactics.com/artaudiologo.htm

He also has a recent article about USPs in MarketingProfs. To find it, use the keyword "USP" in the search box at the very top of this page. (That resource is different from the Search Questions link on the right.) Looks like there are 3-4 other articles that might turn up there, too.

Shelley

Brian, what about...

1. Most hi-tech companies struggle too hard to pinpoint the decision-maker who can buy their product. We make it easy by finding the right guy FOR them.

The second one just needs some fine tuning, but I see the direction you're going. If I have time later (probably tonight), I'll give it a shot. Bottom line, though, is the words have to feel natural coming out of your mouth!

- Shelley :]