One of the biggest challenges facing product marketing within any business is successfully identifying a market segment. I would argue more businesses fail because they either:
- don’t understand their market niche
- or can’t articulate a message intelligible to their market niche
- The next step is to put together a portrait of an ideal prospect within this segment. Over time, if a business is lucky enough to succeed, this portrait will likely change (perhaps scale is a better word). After all, early adopters will spread the word to more established prospects. The latter are more conservative, and proceed at a different pace, based upon different triggers.
The 3 steps I’ve just identified are no less a mandatory path forward for early stage ISVs than they are for restaurants, convenience stores, or any other early stage business.
But a lot of the marketing collateral produced by early stage ISVs offering NoSQL products and solutions, in my opinion, doesn’t signal a successful traverse of this path. In an interview published on December 12, 2014, Bob Wiederhold, CEO of CouchBase presents the first and second phases of what he refers to as “NoSQL database adoption” by businesses. Widerhold’s comments are recorded in an article titled Why 2015 will be big for NoSQL databases: Couchbase CEO.
My issue is with Wiederhold’s depiction of the first adopters of NoSQL Databases: “Phase one started in 2008-ish, when you first started to see commercial NoSQL products being available. Phase one is all about grassroots developer adoption. Developers would go home one weekend, and they’ll have heard about NoSQL, they download the free software, install it, start to use it, like it, and bring it into their companies”.
But it’s not likely these developers would have brought the software to their companies unless somebody was losing sleep over some problem. Nobody wants to waste time trying something new simply because it’s new. No insomnia, no burning need to get a good night’s rest. What I needed to hear about was just what was causing these early adopters to lose sleep.
I’m familiar with the group of developers Wiederhold portrays in the above quote. I’ve referred to them differently for other software products I’ve marketed. These people are the evangelists who spread the word about a new way of doing something. They are the champions. Any adoption campaign has to target this type of person.
But what’s missing is a portrait of the tough, mission-critical problem driving these people to make their effort with a new, and largely unknown piece of software.
It’s incumbent on CouchBase and its peers to do a better job depicting the type of organization with a desperate need for a NoSQL solution in its marketing communications and public relations efforts.
Ira Michael Blonder
© IMB Enterprises, Inc. & Ira Michael Blonder, 2014 All Rights Reserved