Why do so many Business Intelligence (BI) software companies use “insights” as their position? Of the 19 BI companies evaluated in this 4th annual assessment, more than half (11) position around the notion of “insights.”
At first blush Oracle appears to be doing a fine job of executing the position that it has “more enterprise cloud applications than anyone.” It is the theme for a currently-running TV ad campaign, and when Oracle president Mark Hurd was asked by CNBC Thursday what sets Oracle apart of the competition, Hurd responded that we have “more enterprise cloud applications than anyone.”
By definition, buzzwords are doomed to fail but it doesn’t stop B2B software and technology marketers from using them with great enthusiasm. According to Wikipedia, a buzzword is a word or phrase used to impress, or one that is fashionable. For example, “transformation” and “innovation” are some of the most fashionable buzzwords in B2B marketing today. They have quickly become over used and thus anyone who uses them is failing to differentiate which is one of the most critical factors in claiming a position in the market.
An important factor in successful marketing is to make a unique claim, one that only you are making. Yet lack of differentiation is a problem I see in every B2B technology market from Business Intelligence (BI) to cloud computing to accounting to CRM just to name a few.
Rotating panels work great for general news and content sites like MSN, but most B2B technology companies shouldn’t use them on their home page. That’s because the home page is where you execute your positioning strategy; that one big idea; the compelling benefit that sets you apart from the competition; the reason your target buyer should care about your product or company.