Mary Sullivan on Customer-Centric Marketing at SDForum Marketing SIG Tonight

Written by Sean Murphy. Posted in Events

Mary Sullivan has prepared a great presentation on “It’s All About Them: Customer-Focused Messaging” for the tonight’s SDForum Marketing SIG at DLA Piper Silicon Valley.

Mary offers a messaging framework for moving beyond product-centric features and product-centric benefits to demonstrating your understanding of a prospect’s problems, needs, and wants. If you want to see more samples of her thinking for startups see her two blogs “Way to Grow” and “First Year

The meeting starts at 6:30 with networking, Mary’s presentation will be from 7-8:15PM. I have previewed it with her and was struck by the number of thought provoking suggestions for marketing folks–and software startup founding teams–used to focusing on features.

Just a brief note on the SDForum Marketing SIG, our promise is “Practical tips and techniques for anticipating, identifying, and satisfying customers needs for emerging technologies profitably.”  We are guided by this quote from “Management: Task, Responsibilities, Practices” by Peter Drucker on the importance of marketing:

“Because the purpose of business is to create a customer, the business enterprise has two–and only these two–basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.”

Update August 2008: Mary Sullivan’s slides are now available here http://www.sdforum.com/document/docWindow.cfm?fuseaction=document.viewDocument&documentid=85&documentFormatId=103

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Comments (2)

  • SKMurphy

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    […] Mary Sullivan addressed “Customer Centric Marketing” last Monday, providing a number of examples of marketing messages based on the customer’s operating reality. Mary highlighted the need for marketing campaigns to recognize that the customer is in charge of the buying process today. The example messages cut through the noise (Mary provided an estimate that every day we receive some three thousand odd commercial messages) and were able to catch a prospect’s attention by speaking directly to their needs and clearly indicating how the offering would resolve them. This inverts the traditional “Product Specs -> Features -> Benefits” […]

    Reply

  • SKMurphy » Custom Centric Marketing Means Shifting to “Resolution Messages”

    |

    […] Mary Sullivan addressed “Customer Centric Marketing” last Monday, providing a number of examples of marketing messages based on the customer’s operating reality. Mary highlighted the need for marketing campaigns to recognize that the customer is in charge of the buying process today. The example messages cut through the noise (Mary provided an estimate that every day we receive some three thousand odd commercial messages) and were able to catch a prospect’s attention by speaking directly to their needs and clearly indicating how the offering would resolve them. This inverts the traditional “Product Specs -> Features -> Benefits” […]

    Reply

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