Published: 08 May 2023
テクノロジの購入企業は一様に「テクノロジ・プロバイダーによる差異が分かりにくい」と述べている。本リサーチノートでは、テクノロジ／サービス・プロバイダーが競合他社との差別化を明確化し、それをうまく伝えるために取るべき10のステップについて説明する。
Gartnerの調査では、購入企業がさまざまなプロバイダーとその製品／サービスの真の差別化要因を理解するのに苦労しているという結果が何度も示されている。
購入企業は、テクノロジ・プロバイダーが競合との差別化を効果的に示せていないと考え、ソリューションの違いを理解するために同業者やITアドバイザー、専門コミュニティの見解を当てにする。
差別化に失敗すると、購入企業は既知のブランドに目を向けることが多い。
テクノロジ／サービス・プロバイダーは、テクノロジ・マーケティングの効果を高めるために以下のステップを踏む。
購入対象者 (理想的な顧客プロファイルを定義) と、自社独自の差別化要因を組み合わせ、購入企業のビジネス目標にどのような具体的な価値が提供されるかを特定することで、差別化を明確にする。
購入企業は第三者にアドバイスを求めるため、インフルエンサーや支持者に自社の差別化要因を周知するプログラムに投資することで、購入企業のコミュニティ内での信頼を築く。
競合他社との置き換えテストを行って、自社の主要メッセージが差別化されているかどうかを判断する。
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