Written by: Vickie Sullivan | August 17, 2017
How to Win In the Big Leagues
I know Eric Citron from TED—we sat next to each other at that conference for the past two years. So imagine my surprise to see his name in lights with a big win in this Ad Age article.
How did Eric overcome multiple competitors, all of whom play in the big leagues? Key quote from the SalesForce CMO Simon Mulcahy:
“A lot of times the agencies were coming to us with stuff which was about celebrating ‘us’ rather than celebrating our customers. This trailblazer campaign is not about celebrating Salesforce. It’s a complete celebration of our customers, 100%.”
Two lessons for all of us in competitive markets:
• Think past your best buyers. Who are their customers? And how will your work help them? Sometimes the best communities are those who love your clients.
Listen: The hidden trap to avoid in celebrating your clients
• Pay attention to labels. Trailblazer is much more aspirational than client success stories. Appeal to the ambitions, and you’ll get more engagement. Ask yourself: What do these clients want to be?
When your competitors are as mighty as you, being “better” isn’t good enough. What really works: a new approach.
Other Resources You May Like:
- How to Sell Against Bigger and Prominent New Players
- Competitive Branding for B2B Professional Service Firms