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When AI firms find a core marketing message that appeals to their prospect, and consistently generates pipeline, they've made it farther than 70% of AI firms ever will.
#AI product and services firms face two substantial challenges finding a resonant marketing message:
When AI firms find a core marketing message that appeals to their prospect, and consistently generates pipeline, they've made it farther than 70% of AI firms ever will.
#AI product and services firms face two substantial challenges finding a resonant marketing message:
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1. Use-cases and applications are nascent.
In established industries, it’s often possible to bootstrap a marketing message off of direct competitors, and immediately have a value proposition that is reasonably useful in the market.
1. Use-cases and applications are nascent.
In established industries, it’s often possible to bootstrap a marketing message off of direct competitors, and immediately have a value proposition that is reasonably useful in the market.
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In artificial intelligence, so many of the use-cases of the technology are nascent that determining the way to frame a product or service to appeal to buyers is in no way self-evident.
In artificial intelligence, so many of the use-cases of the technology are nascent that determining the way to frame a product or service to appeal to buyers is in no way self-evident.
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2. Vendors struggle to frame a broad capability into a specific, valuable message.
The broad, powerful capabilities of AI often have to be framed in a way that addresses only a tiny portion of what the technology can do...
2. Vendors struggle to frame a broad capability into a specific, valuable message.
The broad, powerful capabilities of AI often have to be framed in a way that addresses only a tiny portion of what the technology can do...
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...the portion that will actually garner the attention of prospects. We address these challenges in Part 1 of this report, particularly in our coverage of “attention” versus “positioning” topics, and the development of a “core message.”
...the portion that will actually garner the attention of prospects. We address these challenges in Part 1 of this report, particularly in our coverage of “attention” versus “positioning” topics, and the development of a “core message.”
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Being diligent enough to prioritize and test market messages (instead of leading with "cutting edge" / "deep learning" / etc) is one part of moving beyond these hurdles...
Being diligent enough to prioritize and test market messages (instead of leading with "cutting edge" / "deep learning" / etc) is one part of moving beyond these hurdles...
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...but firms must also accept upfront that the infinite number of possible use-cases of their solution isn't going to be a go-to-market message - only a tiny handful of possible use-cases will deserve the right to be market spearheads. https://emerj.com/ai-executive-guides/content-marketing-ai-products/
...but firms must also accept upfront that the infinite number of possible use-cases of their solution isn't going to be a go-to-market message - only a tiny handful of possible use-cases will deserve the right to be market spearheads. https://emerj.com/ai-executive-guides/content-marketing-ai-products/
