There’s a curious statement I often hear when chatting with tech founders: “We don’t do marketing”. I can't help but raise a brow at this. They are so wrapped up in creating and refining their groundbreaking products that the idea of marketing seems almost alien to them, like it’s a whole different beast.
But let’s take a closer look, shall we? Dive a bit deeper into their world, and what do you find? A whole mix of marketing activities are already buzzing around. There’s a website, a neatly organised pricing table, smooth elevator and investor pitches, emails lined up on Mailchimp, and a sprinkling of blog posts and social media shout-outs.
And the list continues with more bits and bobs like decks from recent webinars. But marketing? Nah, they’re not doing any of that! Or so they think.
The real deal is, marketing is everywhere. It’s entwined in every interaction a company has with the outside world. It’s the sum of all the little things a company does to connect with the public. And the clever founders, the ones who really make a splash, they get this.
They know the score—they build trust, they craft stories that people want to share, they persuade potential customers to jump in and take action. They get the marketing ball rolling from day one, tuning into what people need and want and adjusting their approach as they go along because, let’s face it, they’ve got stuff to sell today.
This is where a fractional CMO steps in. They’re like the savvy friend who knows the ins and outs of marketing. They help tie all these marketing strands together, making sure everything is on point and resonates with the right people, all while staying true to what the company is all about.
In our ever-evolving tech landscape, getting to grips with marketing isn’t just nice-to-have—it’s a must. For every tech whizz wanting to make a difference with their creation, overlooking marketing is like muting their voice before they’ve even started to speak. It’s high time we all embraced the power of marketing and let the world experience the brilliance of our innovations.
Remember, this isn’t about downplaying the importance of creating awesome products. It’s about realising that getting a product from idea to the user involves a bunch of different pieces, all working together in harmony. So, let’s not shy away from marketing; let’s welcome it with open arms and lift our groundbreaking ideas to new heights. After all, making something great is only half the battle; the other half is making sure people know about it!
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