On the Value of Quotes from Authority for Successful Marketing Communications for Enterprise IT Software

In our experience, quotable endorsements from industry authorities make for the most valuable editorial content for marketing communications for enterprise IT software products. However, lining up these endorsements is not an easy matter. It helps if senior management is, of itself, highly respected within an industry vertical. In these cases it makes sense for a head of marketing to request that senior management reach out to identified authorities to request some of their time to review new product offerings. Requests made at this level often are successful. We recently achieved an objective via this method and would be happy to elaborate on how we structured our effort upon request. Of course, it is key that any such endorsement from an industry authority come with a right to publish, which request, we think, should be included in the initial overture.

It helps to plan on either demonstration software, or live software to seed the market. A few well placed no cost installations can, and will pay off. Once again, we have excellent, absolutely current experience working with one of our clients on just such a plan. The whole effort of selecting existing customers and industry notables to receive software well in advance of general public release is a flattering one to the participants and, therefore, generally an activity that will offer lots of opportunity for quotes, endorsements, etc.

It is useful to keep in mind that enterprise IT software prospects do not like to utilize otherwise unproven solutions to fix pressing problems, or to add new capabilities to computing systems that perform mission critical procedures every day. In fact, we would go as far as to say that there is very little likelihood, whatsoever, of success (at least with regards to marketing communications) for products in enterprise IT software markets that do not magnetize positive endorsement, at some level, with respected industry authorities. Better to wait on a product debut pending some indicator of interest from industry notables, than to jump in at a costly expense.

If your business is predicate on the successful launch of a new software product for enterprise IT markets, you must carefully plan your launch. If you are not sure that you have factored into your plan all of the communications variables that must be included, then you should use a third party, like IMB Enterprises, Inc. to review what you have and render an opinion on the thoroughness of it. Please call Ira Michael Blonder at +1 631-673-2929 to further a discussion. You may also email Ira at imblonder@imbenterprises.com.

© IMB Enterprises, Inc. & Ira Michael Blonder, 2012 All Rights Reserved

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