Ensuring Early Success for Emerging IT Start-ups – Marketingsage “Countdown” to Launch

Posted: August 29, 2011 by Agnes Lamont in News, Opinion
Tags: , , , , , ,

In Scott Shane’s book “The Illusions of Entrepreneurship: The Costly Myths That Entrepreneurs, Investors, and Policy Makers Live By,” there’s a chart showing data the four-year survival rate for technology businesses at 38% – poor compared to other industries. Given the competitive and fast-paced nature of technology, that’s not too shocking. Great ideas and great people are not enough to ensure success. Time is, as they say, money.

Marketing cannot wait until the product is ready to ship. Although resources in the typical emerging company are constrained, and it may be premature to staff and build a full department, some aspects of product, channel, and communications marketing are crucial to early success. How else do you get the early customers, partners and capital on board and launch successfully? At Marketingsage, we see this gap between marketing needs and capabilities as an opportunity to affordably deliver a new and valuable service that we have named “Countdown” specifically for start-ups in the pre-launch phase.

Prior to launch, emerging IT companies frequently grapple with meaningful positioning for their company and product offering in the market, creating critical sales tools such as white papers, videos, case studies, training material, web content, prospect lists, beta programs and reseller programs. They struggle to generate influential pre-launch “buzz” among investors, analysts, journalists and business partners. Key to overcoming these challenges is combining deep product and market knowledge with a complete array of marketing services.

Too often, consultants can only advise on strategy and content, but can’t produce the actual materials, effectively increasing their client’s workload. Typical PR and creative agencies can’t create content from the ground up, articulate meaningful differentiation, nor create detailed prospect profiles because they don’t have the necessary depth of product and market knowledge. Working with multiple specialists and agencies is not only unwieldy, but far too expensive for a start-up who may be facing the imminent prospect of raising venture capital.

Here at Marketingsage we have deep corporate roots in data storage, data management and security products targeting enterprise and government customers through direct, reseller and/or OEM sales channels.  That makes it possible for us to combine the requisite depth of product and market knowledge with our full and integrated array of marketing and PR services and help ensure successful launches, while reducing the capital and time required by up to 50%.

Sorry if this all sounds a lot like a commercial, but I am really excited at how we have organized our capabilities to serve early-stage companies and promote the quest for TNBT (The Next Big Thing). More about Countdown at http://www.marketingsage.com/aboutsage-prelaunch.html

About the Author

Agnes Lamont is an accomplished marketer of IT products and a partner at Marketingsage, a PR and lead generation firm that specializes in marketing data storage, data management and enterprise software products. She can be reached by email at blog [at] marketingsage.net. Fellow marketers and IT professionals are invited to join her network on LinkedIn and to subscribe to this blog (see sidebar).

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