BY DESIGN MARKETING BLOGS: THE CURRENT STATE OF AFFAIRS
There has been a dramatic uptick in ultra-generic marketing blog posts in the ByDesign space, both by SAP and by Partners. Take quick glance at the ‘Featured Content’ for some great examples.
The typical ultra-generic ByDesign Marketing blog typically goes something like this:
Here is a fictional example of the above template:
“Small business face challenges with limited resources and increasing complexity in their supply chain and vendor relationships. In fact, blah blah study states that most small to medium business process X number of invoices, with a limited accounting staff.
Typically not having an IT organization, these companies can use a platform such as SAP Business ByDesign to process invoices easily in the cloud, enabling on-demand access to key vendor relationship data.
To learn more about how SAP Business ByDesign can help your business thrive, contact blah blah person at blah blah company for more information”
Until now, I’ve taken a pessimistic approach to these types of blog posts, slamming/flaming them, and therefore making my passion for excellence appear to be childish lack of self-control. So in short, I have been a part of the problem, not the solution. It’s a new year, so I’m going to take a new approach: help, rather than criticize. (Note: I reserve the right to criticize.)
So how can partners provide more compelling marketing content, that may actually generate some leads, opportunities, and deals? I humbly offer my opinion below:
HOW TO MARKET BYDESIGN IN YOUR BLOG
Continue to highlight business problems, but demonstrate the value that ByDesign can bring to solve this problem in a way that is better than the competition.
Rather than gloss over the existence of a feature, describe the feature in a way that excites a prospect. Will ByDesign revolutionize your Order-to-Cash process? Will ByDesign provide business insight you’ve been missing for years?
Make sure to emphasize why ByDesign is better than every other system that contains the feature you’ve described as existing in the system, because every system also contains this feature. Here are some highlights to get you going:
These are just a few core benefits that I would emphasize in a marketing blog post. Describe generic scenarios and expect no response. Demonstrate unique value and get results.
With all the push to ‘Step Up to the Cloud,” it’s time to also “Step Up your Marketing Blog Posts.”
Follow me on Twitter @JudsonOnDemand.
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