Marketing SIG: It’s All About Them! (Customers, Of Course)



  • The Monthly Meeting of the Marketing SIG


    Presentation Overview

    It’s All About Them! (Customers, Of Course)

    Customer-centric messaging is becoming a marketing buzzword. You might ask, isn't messaging customer-centric by definition? Isn't that what marketing is about?

    Today, the customer is in charge of the buying process. Businesses can no longer promote and sell products to a passive audience. They must cut through the noise of an over-communicated world in order to catch customers’ attention.

    Marketers are consciously moving away from talking about features and instead focusing on benefits. But old habits die hard. Too often, when we talk about benefits we may still be product-centric. Saying a printer is versatile is still about the product. Saying it makes ink change easy is getting closer, but it’s still really about the product.

    Customer-centric messaging is all about them -- the customers! What makes marketing messages genuinely customer-centric? Come hear Mary Sullivan, Principal of KickStart Alliance , and learn techniques to transform the way you talk to customers on your website, brochures and sales pitches into messages that make customers sit up and take notice.



    Mary Sullivan

    Mary has over 17 years of customer-focused experience in growing technology companies and markets. She has provided marketing consulting services for technology start-ups, and is a principal with the KickStart Alliance. Prior to that she was Director of Product Marketing for the PhoenixNet Division of Phoenix Technologies where she led the market introduction of their network security infrastructure. As Senior Marketing Group Manager for Avaya (a Lucent spin-off) she led Product Marketing in their $600 million Communications Applications Group. She also managed Marketing Programs and Marketing Operations for Octel Communications (later acquired by Lucent), and held sales positions with Octel and Siemens in the dynamic San Francisco area market. She completed extensive marketing coursework at UC Berkeley Extension. Mary is a Magna Cum Laude graduate of Economics from San Francisco State University and attended the PhD Program in Resource Economics at University of California, Berkeley. Mary blogs at "Way to Grow" at "The First Year" at


    Event Logistics


    DLA Piper Rudnick Gray Cary LLP
    2000 University Ave.(University Circle)
    East Palo Alto, CA 94303
    Tel: 650.833.2000
    Note: These are the tall buildings on the corner of University Avenue and Woodland Avenue on the west side of Hwy. 101. They are in the University Circle complex.


    6:30 - 7:00 p.m. Registration / Networking / Refreshments
    7:00 - 7:15 p.m. Announcements and Introductions
    7:15 - 8:30 p.m. Presentation and Discussion
    8:30 - 8:45 p.m. Wrap-up / Networking


    $15 at the door for non-SDForum members
    No charge for SDForum members
    No registration required

    For more information about the Marketing SIG, please visit the Marketing SIG Main Page, at