Avi Hein

The following is sixth in a series of posts about high tech marketing strategy based on Geoffrey Moore’s Crossing the Chasm. In order to win the battle for customers and revenue, you must define the battle. One essential component to building a market is positioning. Positioning is the image or identity in the minds of their target market for its product, brand, or organization. Despite common misconception (and Wikipedia’s own entry), positioning is not a process but rather the market

The following is the fifth in a series of posts about high tech marketing strategy based on Crossing the Chasm. Haven’t read Crossing the Chasm? Buy it now. One of the most important functions of marketing isn’t viral and it isn’t advertising and no, it’s not creative slogals. Rather it’s in the fundamental 4Ps taught in every Marketing 101 class: Product. In order to win the marketplace, you must wire the marketplace. According to Moore, “For a given target customer

The following is the first of several posts about high tech business and marketing strategy, based on the bible of high tech marketing, Crossing the Chasm. As my colleague Josh Cline likes to say, we frequently put the cart before the horse, developing a plan before engaging in a strategy. We can’t implement a promotional plan before we understand the decision making cycle and just how technology is adopted. Selling to the uber-geek early adopter requires a different strategy than

Frequently, when planning marketing campaigns or discussing how to market a brand or product, there’s a demand for creative ideas. The first stage of many people’s planning is looking for creative ways to “promote” their campaign. But, frequently, what they are missing isn’t creativity but rather a working strategy: What’s the strategy? Who is the audience? Usually there are multiple audience stakeholders What’s the core messaging (values/benefits for each target market) Are you positioned in the right market? Are you

Mad Men may depict the ad world of the 1960s, but the lessons of this successful AMC show depicting the Madison Avenue world of 50 years ago still has a lot of relevance in today’s digital environment of 2010 and beyond. While Don Draper barely respected the world of the television commercial and certainly couldn’t have imagined Wikipedia or Facebook, there is still a lot we can learn — including the mistakes — from the Sterling Cooper team. Apologies but