I performed some slight edits to my “Content For Tech Marketers” brochure.
For more information, visit this page.
Tag Archives: competitive analysis
Revisiting the Bredemarket 4444 Partner Retainer: It’s For More Than Content
I haven’t mentioned the Bredemarket 4444 Partner Retainer in a while (since May, in fact), but since I recently proposed it to a prospect I thought I’d mention it again.
Originally envisioned as a service for clients who wanted a flat monthly rate for high-volume content creation, I have since extended the Bredemarket 4444 Partner Retainer to also apply to Bredemarket’s analysis services and related strategic services. Embed me for the month and I’ll handle your strategy.
The structure: you pay a flat fee, in advance, and I give you a certain number of prepaid base hours for the following calendar month. In exchange for prepayment, you get a discount from my standard hourly rate.
Benefits to you include an “embedded partner” relationship.
And easier budgeting.
Benefits to me include a more predictable income and a better understanding of your needs.
The brochure at the end of this post includes sample pricing for 15, 30, or 45 hour per month increments. Any additional hours above the maximum are billed at Bredemarket’s standard hourly rate.
Interested? Book a free meeting.
“Embedded” picture: By Staff Sgt. Michael L. Casteel – [1], Public Domain, https://commons.wikimedia.org/w/index.php?curid=2407244.
The Missing Piece to Solve Your Firm’s Product Marketing Puzzle
Technology marketing leaders know that product marketing is a puzzle that your firm can solve…with the proper resources.
Think of these four product marketing puzzle pieces:
- Product marketing strategy (not tactics), including why, how, what, and process.
- Product marketing environment, including the market and competitive intelligence, the customer feedback loop, and the company culture.
- Product marketing content, both internal and external, including positioning, personas, go-to-market, sales enablement, launches, pricing, packaging, and proposals.
- Product marketing performance, including metrics, objectives, and key results.
Does your firm have all four puzzle pieces? Or are one or more of the pieces lacking?
Can a technology product marketing expert with proven content, proposal, and analysis skills help your firm move forward?
Proven expertise from Printrak BIS, MorphoWay, and a recent launch for a Bredemarket client?
If you are ready to move your firm’s product marketing forward with Bredemarket’s content-proposal-analysis services for technology firms, let’s discuss your needs and how Bredemarket can help you solve them. Book a free meeting at https://bredemarket.com/mark/.
How “Humans in the Loop” Kills Companies
What happens when you and all your competitors adopt a “humans in the loop” methodology for your marketing and your product marketing?
Quotes from Robert Rose, Content Marketing Institute.
“Generative AI promised to relieve humans of the tedious, mechanical work — freeing them to be more strategic, more creative, more human.
“The reality? We’ve wrapped our rationalizations around this new concept called “humans in the loop.”
“This often means marketers are demoted to glorified spellcheckers and fact-checkers for machine output. Not creators. Not strategists. Just custodians of content they never had a hand in shaping.
Perhaps Rose’s thoughts are wishful thinking on the part of carbon-based marketers.
But if the “humans in the loop” thought persists…isn’t everyone using the same undifferentiated loop? When everyone yells “we use AI,” no one is differentiated. And no, it makes no difference with AI flavor of the week you’re using, since they all train on data. Human data.
And if the humans at all the companies are imprisoned by their identical loops…who has the competitive advantage? No one.
Except for those that use humans…especially humans who have been around for a while and remember this. If you don’t have a full five minutes, skip right to the three-minute mark.
Stretched?
Vanity and Inaccuracy
Yes, I perform vanity searches.
I just searched for mentions of Bredemarket that are NOT on the Bredemarket website, and ended up on Bredemarket’s Crunchbase page.
Where I was surprised to learn the following:
“This year, Bredemarket is projected to spend $187.5K on IT, according to Aberdeen.”
Let’s just say that estimate is slightly off.
How Does It Feel?
Whether you’re a marketer, a biometric expert, a technologist, or just someone scrolling the webs, you can feel a variety of emotions after reading a Bredemarket blog post.
Maybe amused.
Maybe informed,
Maybe empowered.
But some will experience more powerful emotions.
For a targeted few who find themselves paralyzed, maybe afraid. Afraid that your competitors will steal your prospects unless you act.
Or for those targeted few who despise powerlessness and want to act, maybe hungry. Hungry to get your product’s benefits to your prospects so they convert.
I have to be honest. Some of the people who are inspired to act are perfectly capable of acting on their own. Because they’re not complete unknowns.
But others can use the help of an outside consultant such as Bredemarket.
Content, proposals, analysis. I can help with all of them.
You’re the ones I’m talking to right now.
And perhaps you should take the time to talk to me. https://bredemarket.com/mark/
When Prospects Ask Technical Marketers the Tough Questions
Some technical marketers are expert at spinning soft fluffy stories about how their AI-powered toilet paper can cure cancer…which can be very persuasive as long as the prospects don’t ask any questions.
- For example, let’s say you’re telling a Chick-fil-A in Kettering, Ohio that you’ll keep 17 year olds out of their restaurant. Are you ready when the prospect asks, “How do you KNOW that the person without ID is 17 years and 359 days old, and is not 18?”
- Or let’s say you’re telling a state voter agency that you’ll enforce voter ID laws. Are you ready when the prospect asks, “How do you KNOW that the voter ID is real and not fake? Or that it is fake and not real?”
Be prepared to answer the tough questions. Expert testimonials. Independent assessments of your product’s accuracy. Customer case studies.
Analyze your product’s weaknesses. (And the threats, if you’re a SWOT groupie.)
Asking For Connections From My Street Team
(Imagen 4)
I’m asking for a connection favor from the people who read this, my street team.
The ask
Here is the ask:
- If you know a technology Chief Marketing Officer or other leader…
- …who faces challenges in content, proposals, or analysis…
- …and can use consulting help:
Ask your marketing leader to visit https://bredemarket.com/mark/ to learn about Bredemarket’s marketing and writing services:
- The why, how, what, and who about Bredemarket’s ability to drive content results.
- What I can do for your marketing leader.
- Who uses my services; I’ve worked in many technology industries.
- My collaborative process with Bredemarket’s clients.
The connection
If they like what they see, they can connect with me by booking a free 30 minute content needs assessment meeting with me, right from the https://bredemarket.com/mark/ page.
The reward
Thank you, street team. No monetary commission, but I can give you a shout out and a personal AI-generated wildebeest picture on Bredemarket’s blog and social media empire. Yes, even TikTok (if it’s still legal).
Actually, I already owe a shout out to Roger Morrison, who has supported Bredemarket for years and has supported me personally for decades. Roger offers extensive experience in multiple biometric modalities (finger, face, Iris, voice), identity credentials, and broadband and other technologies. Despite attending the wrong high school in Arlington, Virginia (should have gone to Wakefield), he is very knowledgeable and very supportive. Warning: Roger is NOT bland or generic.
Why Products With No Competition Actually Have Competition
(All pictures Imagen 4)
I’ve said this before. If a company says it has no competition, run far away.
I’m revisiting the “we have no competition” topic, because I have another point to make. If you claim your firm’s product has no competition because of its robust unmatched feature set, why are you still broke?
Take this example: the Uneek Combination Oven-Microwave.
A young woman left her family home and moved into her own apartment in the city.
Her apartment was a very tiny studio apartment. Because of the lack of space, the woman equipped the apartment’s small kitchen area with a space-saving appliance that was a combination oven and microwave.
This was truly a product that had no competition, because its feature set was unequaled by most cooking appliances on the market. Everything else was either an oven or a microwave, not both.
So by logic this product should have commanded a 99% market share because of its extensive feature set, right?
Yet it didn’t.
Because this product actually had competitors.
- Stand-alone ovens.
- Stand-alone microwaves.
- Takeout food which ensured that you needed neither an oven nor a microwave.
- And cold food.
The biggest competitor against ANY product is simply buying nothing at all.
After all, buying nothing at all has by far the lowest price.
At least in the short term.
Bredemarket 