Most technology business owners implicitly know that being recognised as an authority is vital for winning new clients.
For those tech businesses targeting large enterprises, having thought leadership that demonstrates broader expertise and provides commercial insights is essential for engaging with senior decision-makers. We have seen increasing numbers of examples where having thought leadership is an essential requirement and explicitly specified by clients in their tender assessments.
Beating the competition to become a market leader.
It is also an invaluable ingredient for those tech businesses targeting SME businesses if they are to stand out against the many competitors they often have.
Why? Because competing on price and features can only get you so far. Great if you are amazingly cheap or have valuable unique features... but this is rarely the case. Instead distinctiveness, memorability and, above all, demonstrating value and trustworthiness come from prospects feeling you have strong understanding of the problems they face.. and that this means they can rely on your solution.
It all sounds great, yet too many tech businesses end up relying on a funky website, shouting about their features and endless me-too blogs.
In fact many tech businesses, especially SaaS providers, are in a strong position to provide unique and distinctive insights into the business challenges facing their clients, enabling the sort of authoritative brand that will make businesses prefer them regardless of price and features.
To find out more about building a powerful and authoritative reputation for your tech business, download our complimentary Authority Marketing Guide and also see this case study about our award-winning campaign that positioned a small tech company as Black Friday experts with over 370 items of media coverage in just two days.