Too many technology marketers seem to be trying just to outshout one another with the same generic message: “Buy our product, it’s the best,” or “We’re the market leader.” Some tech marketers actually try to emulate what their competitors are doing — copying their buzzwords, their claims, their looks. Basically trying to say, “We do what they do — only we do it better.”

None of this works. In fact, it often hurts all the competitors, because it confuses the market and brings all the competitive claims into question. But mainly, it doesn't answer the most basic question every professional buyer has: “What makes you different?”

Rather than shouting,“We’re great!” research shows that it’s many times more effective to say, “Here’s what we do, and here’s what distinguishes us from everybody else. If you need this, we’re the place to get it.”

Some marketers may initially think their product has no meaningful differentiation. But every product does — or can! And we’ve always been successful in finding it or creating it. Powerful differentiation is the very heart of this agency’s “industrial strength” technology marketing.