Marketing is a powerful tool that imprints a long-term impression on consumers’ psyche, and strategized marketing activities can skyrocket business rapidly.
As attractive as marketing is, it still needs thorough planning. For this, a company has to create marketing content that is appealing and creative while being accurate and specific about the product. To do so, a content marketer has to have expertise in the nitty-gritty of the product in detail.
Many companies manage to sail through their product promotion by applying tried-and-tested strategies. However, the same approach to technology product marketing is not always a good idea. Due to their complex and technical nature, creating effective plans and collaterals for tech products is a whole different task.
The better you understand the product, the simpler you can make it for others to understand. That is why technology marketing can give better results when tech experts create communication content.
With the help of its technology marketing experts, Instinctive Solutions Ltd. enables technology companies to build content that is simpler yet more engaging.
Instinctive provide strategic and content marketing services that create innovative, informative, and engaging promotional materials. Clients can plug it directly into their existing marketing and sales efforts to get better outcomes.
Instinctive was established by the ambitious marketing industry expert Dave Jones (Founder and CEO). He is empowering tech companies to enhance their product communication using years of his industry expertise and innovative ideas at the agency.
Let’s explore some interesting insights about Instinctive’s pioneering marketing content services.
A Content Marketing Agency For Technology Vendors
Instinctive Solutions is a content marketing agency that facilitates its marketing expertise for technology vendors.
Instinctive’s team have worked in information technology marketing for many years. Their understanding of technical concepts, language and drivers enables them to easily grasp complex technological concepts and convert them into simpler and more appealing concepts for consumers to understand.
Dave says, “We’re able to use that expertise to take complex, technical information and use it to create innovative, informative, and engaging materials that can plug directly into our clients’ existing marketing and sales efforts.”
Providing Expert Technology Marketing
Instinctive Solutions fills a vital gap for software vendors. It bridges the chasm between the technical side of their business and the marketing side of their business.
Most technology companies are full of deeply knowledgeable experts. They know their subject matter ins and outs and create incredibly innovative products that can deliver huge benefits to their customer base. However, this genius does not always mean they can explain these benefits in layman’s terms.
Of course, those companies typically also have great marketing teams. They are experts in areas like campaigns, events, and social media. Most of the time, however, they are not technically minded.
Therein lies the challenge. “There’s a huge gap between product experts and marketing experts. This often ends up with the company putting out sub-optimal marketing messages and the wrong leads being generated. There’s frustration all around, and nobody is happy,” asserts Dave.
This is where Instinctive comes in.
Speaking about the focused efficiency brought by Instinctive Solutions to technology marketing, Dave marks, “We help organizations translate their technical brilliance into tangible vision, messaging, and assets, and then pass these on to the marketing team that can use them and promotes the business.”
Eliminating the Complexities
The rapid rate of advancement in the marketing technology stack makes it both easier and harder, in different ways, to deliver high-quality marketing solutions. Speaking about various marketing technology tools that exist these days, Dave shares, “There’s so much choice out there that for a lot of agencies—and a lot of clients—identifying which tools they need to use for content creation, social media, email distribution, hosting their website, and so on is quite complex.”
He further adds, “What we try to do at Instinctive is to sanitize that conversation. We take the complexity out of it.”
Dave puts, “We have worked with a number of digital marketing systems over the years. Some are good. Some are bad. What we have learned is which ones work well together – which ones you need for a minimal configuration, which ones you need for more advanced projects.”
Rising Above the Challenges
The COVID-19 pandemic posed many challenges for every organization in carrying out its daily operations. The digital technology proved to be a huge relief in keeping the work activities going in remote mode. Dave felt that it was a great time to launch his company since the technology industry and specifically information management products for remote working were becoming a great deal of priority for many enterprises.
“Instinctive was born during and as a result of the pandemic,” says Dave.
Elaborating further, he puts, “In the beginning, there was just me, working 100% remotely, and the business was formed to support organizations that were suffering from COVID much more than we were.”
During the pandemic, companies were losing key parts of their marketing teams but still had a job to do. Instinctive Solutions stepped in to help and deliver focused activities that would get them over the COVID hump from a distance.
“Since then, we have grown as a remote team, taking on staff all over the world. As we are now coming out of the pandemic, we have taken physical office space. We are starting to create a center of excellence – a hub for all our staff, as and when it works for them,” states Dave.
Envisioning the Future
As far as the fundamentals go, Instinctive Solutions is looking to foster strong, sustained, and organic growth. So far, the company has not taken any external funding, and Dave plans to keep it that way going forward. Dave says, “Instinctive’s team is growing alongside our projects, and we are managing our incomings against our outgoings to ensure that we stay strong and stable.”
When asked about Dave’s plans for the expansion of his company in the days to come, he says, “If we are talking more esoterically, the goal is for Instinctive to be somewhere my team can hone and refine their craft. We are building a team of highly skilled marketers, a team that could work for any of the leading technology companies.”
“Honestly, I hope that many will go on to work for those companies! At the same time, though, I also want to create an environment where they want to stay and work with me and their teammates,” notes Dave.
Words of Wisdom
Dave has immense expertise in the technology marketing arena. His 20 years of experience in the industry and his innovative approaches have enabled him to successfully establish his company.
When asked Dave about the advice he would like to give to those entrepreneurs who wish to make a career in the marketing industry, Dave said, “You need to find a niche. Find where you have the expertise, and use it to develop a track record (and your personal brand) in that niche.”
Adding to this, he notes, “Of course, what you’ll find is that you won’t just have clients in that niche, whatever it might be. But, that niche will help to serve up referrals and repeat business based on your credibility and reputation.”
“Essentially, find that niche, run as fast as you can in that groove, but don’t be afraid to jump out of that groove if the situation calls for it,” he says.
To Be Designed Separately
The Ambitious Leader
Dave Jones is the founder and CEO of Instinctive Solutions Ltd. He has spent more than two decades working with some of the industry’s leading vendors. But, around 18 months into each role, he often found himself getting frustrated.
Expanding on this, he quotes, “What became clear to me is that I need to make an impact. I want to make big changes and steer the strategy—all things that typically happen in the first 18 months of a new role.”
After that, much of the activity in a role is related to fine-tuning and refining operations —areas that did not really interest Dave.
“There seemed to be only one way to ensure that I would never get bored – to start my own business,” marks Dave.
This approach has helped him position Instinctive Solutions within the market. The way the company operates allows Dave to experience the pleasure of helping multiple companies at once and seeing them experience the power of effective marketing.
Instinctive works with organizations in specific areas where they most need it: strategy, messaging, and content creation. It helps client companies to envision and create and then lets them get on with the execution and fine-tuning parts of the work.
This symbiotic relationship allows Instinctive Solutions to work in harmony with senior executives and marketing teams. “Our clients recognize that we’re there to help, not take over. It seems to be working so far,” says Dave.
Testimonials – Proof of Excellence
Scott Isgitt, Head of Business & Product Development, Grapl
“Marketing and messaging is an ever-evolving thing for a company, so it is never finished”. However, you need to feel comfortable explaining who you are as a product and company. Dave assisted us in reaching that comfort level.
“Startups like Grapl only have so many resources. Dave really helped bridge the gap for Grapl to get the team unified and on the same page as to what Grapl is.”
Jeff Mills, Co-founder, GrackleDocs Inc.
“Communication between our teams has been effortless and seamless. We see them as an extension of our own team.
“The most impressive thing was how quickly they got to grips with our technology and the personas within our customer base. Accessibility can be a tricky discipline to master, but this presented no problems at all.”