Mktg SIG: Technology Marketing in Troubled Times



  • How to Motivate Customers to Buy When Budgets are Tight


    Guy Smith - Silicon Strategies Marketing

    Click here to view Guy Smith's meeting presentation.
    Click here to view the meeting write-up.


    Presentation Overview

    Technology Marketing in Tough Times

    Many technology marketers have experience only with the boom times of the 1990s. Now that our economy has soured and the technology glut has choked off new sales, many technology marketers are scrambling to attract prospects and close deals. But customers who were willing buyers two years ago are now reluctant to open a dialogue, much less release any money from their stagnant budgets.

    There is one aspect of organization psychology that can help technology firms attract prospects, shorten sales cycles, and close deals in a depressed market. When economic times get tough, organizations revert to key principles that dictate most of their decisions. Knowing what these principles are and why organizations embrace them will guide your marketing and sales efforts and make otherwise reluctant customers embrace your technology and surrender their cash.

    Join us as we examine what makes a customer organization behave in predictable ways, and how you can leverage these behaviors in product positioning, message development and individual sales efforts. Come prepared to discuss your most challenging prospects and explore their central motivations.


    About the Presenter

    Guy Smith

    heads Silicon Strategies Marketing, a marketing consultancy devoted to helping high-technology vendors dominate their markets. He has consulted with technology firms in such diverse fields as high-availability software, interactive television, wireless messaging middleware, pure e-commerce plays, and Collaborative Software Development suites. Smith focuses on guiding his clients through the rigors of developing precise market strategies and educating his clients on both the theory and tactical necessities of their strategic implementations. Before turning to consulting, Smith directed the marketing strategy for several technology firms including ORBiT Group International and Telamon. His marketing expertise is matched by more that 20 years as a technologist specializing in high-availability IT processing.


    Event Logistics


    Mitchell Park Community Center
    3800 Middlefield Road
    (between Meadow Drive and Charleston Road)
    Palo Alto, CA


    6:30-7:00pm registration/networking/refreshments
    7:00-7:20pm announcements and introductions
    7:20-8:30pm presentation and discussion
    8:30-9:00pm wrap-up/networking


    $15 at the door for non-SDForum Members
    No charge for SDForum members and students with ID
    No registration required

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