How to Attract Buyers in the U.S.
The Idea of Your Product: Make It Easy for Prospects to Understand the Problem You Solve
Since your technology brand is not well-known in new markets, you want to take a different approach to what the product marketing team in your home market does.
It’s understandable they want to promote the name of your products or your brand—who wouldn’t?
But in order to get faster traction, it’s important to understand that prospects do not know your product name and brand (yet). That’s why you create content around the idea of your product rather than the actual product or solution name.
If they do not know your product or brand name, they are not going to search for it.
Prospects are looking for solutions and not a trade name—unless there is a name they know. So, the challenge is two-fold:
- show up beside the bigger competitors with recognizable brand names when someone is searching for a solution, or
- show up when someone is searching for a solution to their problem, in an area the competition has not mined yet.
Your product solves a specific problem that gives you license to create content around that problem topic. Some product marketers or other executives in your home country might push back at the idea of not promoting the product name, but they don’t have the headwinds you do.
Promote the concept or idea and attract prospects who are interested in solving that problem. Once they are in your court, you can introduce them to the brand or specific product names.
