Capabilities vs. Value: Simplifying Your

Technology’s Messaging

Carla FitzgeraldCMO, Smith Micro

@socalbma #socalbma

@smithmicro

Agenda

• My Background

• The Feature Trap

• What is VALUE?

• 4 Ways to Express VALUE Simply

• War Stories from Tech Warriors

(a.k.a. panel session)

#socalbma

• Synergy

• Leverage

• Optimize

• Intelligent

• Industry-leading

• Empower

• Turnkey

• M2M

• IoT

• Big Data

• Paradigm Shift

Just for fun: Buzzword Bingo!

Grab some collateral, find these overused words:

#socalbma

Sectors:• Enterprise IT

• Risk & Compliance

• Search Marketing

• Mobile/Wireless

…and the Scars to Prove It

26 Years in Technology

Roles:• Technical Support

• Security Administrator

• Systems Engineer

• Product Manager

• Business Development

Manager

• VP Technology Delivery

(Pre/Post-Sales)

• VP Marketing/CMO

for 15 years!!!

#socalbma

• Features-Benefits

• Architecture

• Methodology

• Industry Standards

Typical Technology Messaging #socalbma

Problems with Technical Messaging

“It all sounds the

same!”“Please

complete this

90-page RFP.”

“Let’s have a

BAKE-OFF!”“This is

overwhelming…

we’ll wait and

see…”

#socalbma

4 Hard, Cold Truths

The “BEST” product does not always win.

You can meet all “criteria” and still NOT win.

You can “win” and still not SELL something.

You do not determine your product’s VALUE,

the buyer does.

#socalbma

What is VALUE? #socalbma

“WINNING” #socalbma

https://www.youtube.com/watch?v=ib3Y-Q3QnOk

Value is Emotional.

“Positioning in the age of the

empowered consumer has to be

much more emotional, and must

allow the consumer to identify with

and relate to the brand…”

HBR: Beyond the 4Ps: A New Paradigm Emerges

#socalbma

Emotion is Alive in the Workplace #socalbma

Emotion Motivates Action

“Why do anything?”

“Why do it with you?”

“Why do it now?”

#socalbma

“FUD”: Fear, Uncertainty and Doubt

CIO Magazine, 1993

“Never again will

you worry…”

“…complete

peace of mind.”

“So why take

a chance?”

“…make UNIX

safe for you.”

#socalbma

FUD - A Timeless Marketing Strategy

Y2K - 1999

SOX - 2002

Data

Tsunami

2011

#socalbma

PRIDE - Also a “Winning” Strategy

“Imagine Yourself Running a Global IT Organization…”

CompuerWorld, 1997

#socalbma

People Love a HERO

http://carpathia.com/hero/overview

#socalbma

VALUE is in the eyes of the beholder. #socalbma

Aligning value with brand strategy

Know Your Audience

GRAND IDEA: Reposition from “Application Tools” to

SOX Compliance Solution

#socalbma

VALUE must be easy to recognize. #socalbma

4 Ways to Simplify Your Messaging

Lead with the outcome.

Follow the ONE rule.

Keep Asking WHY?

Use metaphors and stories.

#socalbma

Lead with the Outcome

“We can help you increase the

percentage of online visitors that

actually complete a purchase by 10

to 15% by making it easier for them to

find what they are looking for.”

“We analyze transactions and clickstreams

and combine that with sentiment analysis and

text analytics to provide you with deep insight

into what your buyers are doing and thinking.”

http://blogs.gartner.com/hank-barnes/2013/08/28/messaging-in-technology-marketing-stinks-but-improvement-is-possible

Predictive Analytics in Retail:

#socalbma

Follow the “One” Rule

“Leave the reader with one provocative

thought that he or she didn’t have before.

Not two thoughts, or five—just one.”

—On Writing Well, by William Zinsser

http://www.methodologie.com/one-rule-for-clear-content

#socalbma

What’s the ONE important TAKE-AWAY?

Our strong 2007 results

reflect the performance of

a balanced portfolio of

higher-growth, innovation-

driven businesses that

align with current and

emerging customer needs

worldwide.

Our strength is our

balance. A balanced

portfolio helped us

achieve strong results last

year, and by avoiding

exposure to the volatility

of individual markets we

have a solid foundation

for future success.

BEFORE AFTER

#socalbma

Use Stories and Metaphors

Explaining the “Higgs Particle”

http://www.ted.com/talks/brian_cox_on_cern_s_supercollider

#socalbma

Know WHO, then keep asking WHY

V 1.0

Announcing NetWise Captivate, a

context-based policy platform that

harnesses mobile activities in real time to

provide insights into consumer behavior

and identify the ideal circumstances to

engage consumers.

#socalbma

Know WHO, then keep asking WHY

v 7.0

Announcing NetWise Captivate, a new

mobile platform that allows marketers and

wireless service providers to create more

personalized brand experiences for their

customers using smartphones.

#socalbma

In Summary: VALUE Trumps Capabilities

VALUE tied to emotion evokes action.

VALUE is in the eyes of the beholder.

VALUE explained SIMPLY is memorable.

#socalbma

Carla FitzgeraldChief Marketing Officer

Smith Micro Software, Inc.

SmithMicro.com

@smithmicro

@socalbma #socalbma

SoCalBMA.org/Events

Capabilities

vs Values

Simplifying Your

Technology’s

Messaging

#socalbma

February 18, 2015