Since I am not really a business-to-consumer guy, I tend to think of hungry people (target audiences) who number in the hundreds or thousands rather than millions. For example, if you want to sell your identity/biometric solutions to banks with total assets of over US$100 billion, there are only about 100 of them.
Marketing products in this environment requires a completely different mindset. Rather than hiring a Kardashian or Jenner as your influencer or spokesperson, you’d hire a Buffett. (If you could. You probably can’t, unless he owns the company.)
Therefore you need to concentrate on the players who make buying decisions, from the CxO level down to the users. That is the way to get your product into the enterprise.
But if enterprise penetration is your goal, you’re doomed to failure.
Why an enterprise-only strategy will fail
For example, enterprises usually don’t buy automated biometric identification systems. Government agencies do.
Believe me, I know. Many identity/biometric firms sell to the U.S. Department of Homeland Security, and their orders have been disrupted on and off since last October.
One acronym that I love to use is B2G—business-to-government. But I’ve learned the hard way that many people have never heard this acronym before. (Scan the job descriptions and spot the ones for marketing to government agencies that require “B2B” experience.)
So Bredemarket doesn’t seek clients that only sell to enterprises. I seek those that sell to organizations, both private and public.
If your identity/biometric or technology company markets products to organizations and you need strategic and tactical assistance, talk go Bredemarket.
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