A Decision-Tree Approach to Technology Marketing

A decision-tree can help you identify the best strategy to reach a sales goal.

Developers often use a decision-tree to work through and simplify software architecture analysis. Rob Oshana from Freescale outlined the process for picking the right multicore software architecture. I’d like to turn this idea on it’s head and look at it from a marketing perspective.

Here’s a framework you can use for Technology Marketing

Decision 1: Select your target audience

Pick a specific audience. This may seem like a simple step, but quite often marketers select everyone. You can’t be everything to everyone, you should chose the audience that is going to be the most receptive to your pitch. If you have a specialization, like infotainment, you’re in good shape. If you play in different markets you may want to do this target audience exercise for each one. You’ll be surprised at the results.

Decision 2: Analyze your tactics

Chose the marketing vehicles you are going to use to communicate with this group. Think through the whole sales cycle from cold lead to closing the deal. Some items to consider:

  • Presentation
  • Website
  • Blog
  • Email
  • Video

Decision 3: Determine your core message

Now the real work begins. Building the content for these items will take some time but it’s worth it. What I recommend is gathering all your current presentations and proposals. Review everything with an editor’s eye by eliminating unnecessary information. We’re on the side of simplicity here. Everyone has the attention span of a tweet these days so you’ll want to keep your message simple. That’s not always an easy task when it comes to the technology industry but your audience will appreciate it and most likely stay engaged.

Decision 4: Stick to one goal

Ask yourself the million dollar question: What do I want to get out of this? Lead Generation? Brand Awareness? Both, I know, but pick one as the main focus so you can keep things streamlined and on target. I’ve seen too many clients want it all and end up with close to nothing. If you stay focused on one goal your efforts will be more effective.

The decision-tree is a simple way to organize your thoughts and plan out a strategic marketing plan. Here’s some additional information that may be helpful. So step up to that whiteboard and get to work.

  • Do you use a decision tree? What decisions do you incorporate in your strategic marketing plan?

Rob Oshana: A decision-tree approach to picking right embedded multicore software architecture

Additional information on decision-trees

Photo Credit: angietorres via photo pin cc

Chris Fuller
About Chris Fuller

For over 20 years, as a partner of thinkdm2, a digital branding and marketing agency, I have helped simplify marketing for many clients. Intelligent Systems can be quite complicated, and marketing them even more so. I enjoy making the complex simple. My blog, Simplexity, is an attempt to put my experience to use for Intelligent Systems Marketers.

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