Become a Member
Post a Question
Quick Start Guide
Find and Post Jobs
Real-World Education for Modern Marketers
Join Over 600,000 Marketing Professionals
Ask your question ... sign up today! It's FREE!
Just for Fun
Search more Know-How Exchange Q&A from Marketing Experts
This question has been answered, and points have been awarded.
Product Or Service For Software Company?
6/17/2018 at 8:00 PM ET
I work for a SaaS B2B company and we have a new "thing" that we're preparing a GTM strategy for. The issue - the new "thing" is technically a new service (a new way of implementing our current product), but could also be considered a product (what's implemented is a very specific/"out-of-the-box" setup of our current product).
Basically - its the same product, but the new "thing" is implemented differently (so that it's cheaper and quicker).
So - looking for advice around positioning this as a product or a service. I'm leaning towards product, because our messaging could be more targeted for our current product and this new product. And generally, a new product launch is a bit "sexier"/generates more PR (important to my company right now).
However, I worry positioning it as a product:
1. May confuse our target market, because they're not getting a product with less features/functionality, but our same product that's implemented with an "out-of-the-box" setup.
2. We're in an industry that is separated between jack-of-all-trades solutions and best-of-breed solutions, so I worry that positioning as a product would eat away at our best-of-breed positioning and make us compete against the jack-of-all-trades (who have marketing budgets A LOT bigger than mine and who we already compete against).
Thanks in advance!
Peter (henna gaijin)
6/17/2018 at 10:28 PM
I a not sure I would rebrand this as a new product or service (and as such, it would be the a product or service based on what you had it as before), but as an updated product/service that now has the benefit of quicker and cheaper to implement. A version 2.0 (or whatever) of your product/service.
6/18/2018 at 8:44 AM
Would introducing your new product/service cannibalize existing customers or attract new ones?
Would your new product/service completely solve your target market's needs as a turkey solution?
If you've got something new for a new audience, then perhaps you have a spinoff company that's solely serving their needs with different focused branding entirely. The spinoff would use/license your technology to solve a niche's business problem.
6/18/2018 at 10:53 AM
If you were to sell it as a product, or as a series of various products of various features, what would the price point be?
For example, if you have some sort of an offering which can be considered a product and can be priced below twenty-five hundred dollars, you can sell it to the federal government without justification or competitive bids or any of that stuff. (I last looked into this a few years ago, you should probably double check with your government sales team.) If you are interested in such a low price point, possibly to introduce yourself to new government accounts, to get your foot in the door, I would suggest (in that limited case) to position and sell the solution as a product if possible. Good luck.
7/17/2018 at 12:00 PM
I am closing this question since there hasn't been much recent activity.
Thanks for participating!
BACK TO TOP
Post a Comment
RIP SlideShare, It Was Good While It Lasted
by Mathew Sweezey
2019 Salary Guide: Pay Forecasts for Marketing, Advertising, and ...
by Ayaz Nanji
64 Statistics That Will Guide Your Content Marketing ...
by Laura Forer
How to Craft a Brand Positioning Strategy in Four Steps
by Naida Alabata
The Best Days and Times to Post on Social Media [Infographic]
by Laura Forer
See more marketing articles »
MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that
provide your social data to 3rd parties
contact friends on your network
post messages on your behalf
interact with your social accounts
Your data is secure with