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  • Writer's picturemichal yogev

8 Marketing Strategies for Introducing Innovative Technology to Established Organizations.


When it comes to introducing new and innovative technology to established organizations, the path to acceptance is often faced with multiple obstacles. As we've explored in our previous discussions on penetrating large corporations, startups often encounter a formidable "technology wall" deeply entrenched within these organizations—a barrier constructed by solutions that have already established themselves as industry leaders. A tailored marketing strategy is crucial to penetrate these barriers.



Marketing Strategy


"You'll never get fired for buying Cisco" resonates with the sentiments of many senior technology executives, reflecting the concern about adopting lesser-known yet innovative technologies in the market. This concern is particularly expressed in large corporations, where complexities and risks are heightened. In our previous post, we emphasized the importance of accurately mapping the existing technological landscape within the target organization. This foundational step, which includes a deep understanding of current technologies and deployment scenarios, sets the stage for the marketing strategies we delve into here.


Once the technological groundwork and adherence to essential threshold requirements are clear, it's time to craft a compelling marketing strategy that will trigger interest in your technology. Based on the aforementioned technological prerequisites, here are eight key pillars for constructing a robust marketing strategy tailored to penetrate large organizations. These strategies not only showcase the value your technology brings but also shape a narrative that resonates effectively with the organization's needs and aspirations.


Customer and Market-Facing:

  1. Innovation in Product/Service/Technology: Embracing innovation as a cornerstone, your technology plays a pivotal role in enhancing and streamlining the organization's existing solutions. Your technology isn't just an add-on or accessory; rather, it's a central component that significantly improves the organization's current offerings. It emphasizes the transformative impact of the technology on the organization's operations.

By introducing creative technological advancements, the organization can stay ahead of the curve efficiently address evolving customer needs, and highlight the proactive nature of the approach. Instead of merely reacting to changes in the market or customer demands, the organization via your technology can actively seek to innovate and anticipate these changes. This forward-thinking mentality enables the organization to maintain a competitive edge and effectively meet the needs of its customers as they evolve.

2. Market Differentiation: Key to market success is your technology's ability to differentiate the organization from competitors, creating a unique value proposition that resonates with target audiences. Effectively conveying this differentiation is crucial for market share acquisition and brand loyalty.‌

3. Penetrating New Markets: A robust technological solution should empower organizations to explore untapped market segments, expand their footprint, and capitalize on underexploited opportunities Does your technology provide the tools and capabilities necessary for the organization to identify and assess new market opportunities? This could include data analytics for market research, innovative product features to address specific market needs, or scalable infrastructure to support expansion efforts. How does your solution align or pose the opportunity to increase the organization's reach and presence in the market? This could involve opening new physical locations, establishing partnerships or distribution channels, or leveraging digital platforms to reach customers in different regions or demographics.

By facilitating gradual market entry, your technology becomes a catalyst for growth and diversification.

4. Enhancing Existing Business Models: The integration of your technology should drive tangible economic growth and profitability within the organization by innovating existing business models.  Can your solution rely on what already works well within the organization rather than starting from scratch? Does your solution enhance and strengthen the existing aspects of the business that are driving growth and profitability? If so, how? This could include core products or services, key customer relationships, or unique competitive advantages.

5. Enhancing existing business models with the help of your solution involves leveraging innovative solutions to optimize and evolve core aspects of the organization's operations. By building upon existing strengths and strategically integrating new technologies, the organization can drive sustainable growth, profitability, and long-term success and will probably pose less objections to integrating new technology with the existing core.

  1. By nurturing existing growth engines, your technology becomes a strategic asset driving long-term success.

6. Dynamic Pricing Models: Unlike traditional static pricing models, dynamic pricing enables organizations to be more flexible and responsive to changes in the market environment. Offer pricing strategies that allows the organization to adjust prices in real-time based on various factors such as demand, competition, or even individual customer behavior.

Does your solution provide the tools and capabilities necessary to implement dynamic pricing effectively. This could include data analytics algorithms, machine learning algorithms, or automated pricing software that can analyze market data and customer behavior in real-time to recommend optimal pricing strategies.

Dynamic pricing allows the organization to offer more personalized pricing options tailored to individual customer preferences, which can enhance the overall customer experience and satisfaction. It also ensures transparency by providing clear explanations for pricing changes, thereby building trust and confidence with

7. Innovative Distribution Models: Does your technology empowers organizations to revolutionize distribution channels and offer diverse implementation processes? If so how? By ensuring seamless distribution and post-sales support, organizations can enhance customer satisfaction and foster repeat business.

Internal-Facing:

  1. Procedural Innovation: By optimizing internal processes, improving customer interactions, and streamlining supplier communications, your technology triggers a revolution in organizational workflows. Enhanced data clarity, informed decision-making, and resource optimization are key operational outcomes.

  2. Human Resource Optimization: Your technology streamlines tasks, automates repetitive processes, and boosts operational efficiency, resulting in significant time and resource savings, and management streamline.

Breakthrough Thoughts

By outlining these eight foundational pillars, you're poised to develop a focused marketing strategy, paving the way for efficient penetration into technology-disruptive organizations. These pillars serve as a roadmap, guiding you to generate interest, present your technology's value proposition, and connect not only with the technology but with the entire transformation that promises brand assurance and fresh opportunities for the organization you aim to penetrate.


Your marketing breakthrough starts here.

Let's talk.

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