l’ve written over 2,000 blog posts since I started Bredemarket in August 2020. People still refer to them today; someone just clicked on this December 2020 post within the past hour. It begins:
“I just listened to an interview of Rhonda Salvestrini, conducted by Sumair Abro. During the interview, Salvestrini made the following point:
“Content for your business is one of the best ways to drive organic traffic. It’s your secret salesperson because it’s out there working for you 24/7. And it’s evergreen, so not only is it working…day in and day out…it’s available years down the road.!”
Back when I worked for Incode, IDEMIA, MorphoTrak, et al, I was living and breathing “cross-functional collaboration.“ That’s the trendy phrase in employment circles to say that you work with a lot of people.
“But outside consultants don’t do that,” you might say. The consultant just works with one person, right?
Um, no. For me to act effectively with Bredemarket clients, I have to work with a ton of roles.
Here are some of the roles with whom I’ve engaged in recent Bredemarket projects:
CEO (various)
Executive Director
Chief Marketing Officer
Chief Product Officer
Executive Vice President
Senior Vice President (various)
Vice President (various)
Senior Director of Technology Development
Director of Marketing
Coordinator of Support Services
Lead Product Architect
Product Solutions Engineer
Senior Systems Supoort
Plus the roles of my clients’ clients and partners, ranging from President to business, marketing, and technology roles.
With all the companies and agencies involved, I am engaged in cross-functional collaboration on steroids.
When I asked Google Lyria to create the first of my two World Cup songs, the result was in Spanish.
Which gave me an idea. And impressed on me that I may never use a standalone translation app again.
Because if I want Uzbeks to promote Bredemarket, it helps them if I (or more accurately my bot) create content.
Because I am the Uzbek sales enablement content marketing expert.
Muvaffaqiyat kaliti. Google Lyria. Public Domain.
What does it mean? Unless Gemini is lying to me, “The Key to Success.”
(Yor-yor-ey…) Bredemarket!
New horizons in the U.S. market,
Your brand will shine, blooming like flowers.
Strategic writing, powerful marketing,
A brand new targeting for your business.
The key to success, Bredemarket!
The key to your business, Bredemarket!
Gemini appears to be interpreting the prompt from a regional perspective. I don’t normally use “new horizons” and “blooming like flowers” to promote my services to Bay Area, San Diego, or New York firms.
White papers. My white papers have made the case for the superiority of my clients’ products and services.
Winning PROPOSAL Development
Proposal services (managing, writing, editing, other). My proposals have won business for Bredemarket clients and for my former employers.
Actionable ANALYSIS
Analysis services. My market, product, and competitive analyses for Bredemarket clients and former employers have not only gathered necessary information and insights, but have also suggested a path forward.
Content for tech marketers.You can fill out the Calendly form yourself. Click the image.
But because I am a product marketing expert (albeit in biometrics, not monetization), I have improved on Gladbach’s inferior suggestions.
Rather than arranging for Robin Leach-inspired “rich and famous” Ferrari/Rolex photo shoots (Stefan’s first point) and laboriously writing up an expensive course (his second point), I assigned the tasks to AI. This offers the added benefit of satisfying Stefan’s third point, losing all morals.
So here is my course, thanks to Google Gemini. But don’t tell anyone that.
IAM. Invest in me—I mean invest in yourself.Read the fine print.
Bob turned to Judy one day. “What we need is a product marketer, but not just any product marketer. We need a biometric product marketing expert. I know a guy-“
Judy cut him off. “Forget it. Any so-called expert is hampered by legacy. We need new thinking.”
As they used to say, you won’t believe what happened next!
All the features
Ron, their new hire, was a fast learner who listened to Judy for hours, soaking up everything she knew until Ron understood every feature perfectly.
Google Gemini.
Ron assembled his product marketing materials, clearly differentiating the superior technical advantages of his product. Bob then took the materials out on a sales call.
That afternoon Bob returned, dejected.
“The prospect threw the brochures in the trash.”
“Why?” Ron asked.
“They didn’t make sense and didn’t speak to their needs.”
None of the use cases
Ron belatedly realized that the materials didn’t address the benefits the prospect would realize from using Bob and Judy’s biometric solution. And the owners realized that Ron needed to understand the biometric market so that his materials resonated with customers.
Google Gemini.
So Ron studied the market carefully, spending a lot of time with cops and forensic experts before rewriting his brochures to infuse them with industry knowledge.
A well-prepared Bob flew out to meet his next prospect, a well-known sports team in Chicago.
And returned the next day, dejected again.
“They loved the first hour,” Bob reported, “although all the talk about investigative leads confused them. Then they asked about consent.”
Ron, fresh from police station booking rooms, was confused. “Who needs consent to take bionetrics?”
“Sports teams, banks, hotels, office buildings, hospitals, you name it,” Bob replied. “Especially in Illinois.”
Fumbling Towards Insolvency
Sarah McLachlan. “Found a Job” it’s NOT.
Maybe “insolvency” is harsh, but if a biometric firm doesn’t have the embedded knowledge to speak the language of its prospects and customers, the firm’s success will be limited. Immediate expertise is impossible.
“A Patient Hand.” Google Lyria. Public Domain.
Bob, Judy, and Ron may be fictional, but lack of biometric expertise happens in real life. I still remember the time I worked with a company that was bragging about its three-year old NIST FRTE facial recognition accuracy rankings. I gently explained that FRTE results change monthly, with better algorithms appearing all the time. Those old results were worthless.
And your product marketing will be worthless also, unless you understand the many products and many markets.
Bredemarket can help you speak the language of your biometric prospects. Talk to Bredemarket.
Because Bredemarket is dangerously close to becoming the tire product marketing expert, I wanted to share an excerpt from a May Tire Review article by David Sickels entitled “Are These Tire ‘Quick Fixes’ Worth It?”
“For repair shops, the value of tire quick fixes often depends on communication as much as the repair itself. Explaining what the repair addresses and what it does not address helps customers understand possible outcomes before the vehicle leaves the shop.”
Google Gemini.
This post is not only about tires. Explain the pros and cons of any alternative. Nothing is perfect.
“The Bitter Bargain.” Google Gemini/Lyria. Public Domain.
