The Evolution of Account-Based Marketing

By David Ronald

When account-based marketing emerged around 2013, it was heralded as a game-changer, promising marketers unparalleled precision in targeting and personalization in nurturing.

It was an exciting development, offering a strategic approach to engaging high-value accounts with customized messaging and coordinated sales efforts.

As time passed, however, the grand expectations surrounding account-based marketing (ABM) failed to materialize in the way that many had hoped.

Instead of revolutionizing marketing, it simply provided a new label for strategies that great marketing teams had already been executing for years, which is aligning sales and marketing around an ideal customer profile.

This blog explores the evolution of ABM, why it didn’t live up to the hype, and how it ultimately reinforces the fundamentals of great marketing.

The Promise of Precision

Before ABM gained mainstream traction, traditional marketing efforts often took a broad-based approach, seeking to generate as many leads as possible through inbound and outbound tactics.

This approach, however, frequently led to inefficiencies – sales teams were inundated with unqualified leads, and marketing teams struggled to demonstrate clear ROI.

ABM emerged as an alternative, advocating for a highly focused strategy that concentrated on high-value accounts rather than a large volume of leads.

The potential benefits included:

• Hyper-Personalization—crafting tailored messages for each account, addressing their specific pain points and business needs.
• Improved ROI—by focusing resources on the most promising prospects, companies expected to see better conversion rates and higher revenue.
• Better Sales and Marketing Alignment—encouraging collaboration to target the right accounts with coordinated efforts.

These benefits made ABM seem like a revolutionary approach that would redefine B2B marketing.

But does ABM deliver on these expectations?

ABM’s Challenges and Limitations

ABM was often framed as a novel strategy but is, in reality, a reformulation of best practices that top-performing marketing teams had been following for years.

Despite the enthusiasm, the real-world application of ABM has not been as transformative as initially expected. Here are some reasons why:

1. Execution Challenges

While ABM principles sound great in theory, executing them effectively requires a high level of coordination between sales and marketing, as well as advanced data capabilities.

Many organizations struggle with:

• Content Personalization at Scale—while personalizing content for a handful of accounts is manageable, scaling this effort across hundreds or thousands of accounts is resource-intensive.
• Technology Integration—ABM requires sophisticated CRM and marketing automation tools that integrate seamlessly, which isn’t always easy to achieve.
• Sales and Marketing Misalignment—many companies continue to struggle with the same alignment issues, despite ABM’s promise to bridge the gap.

These challenges often lead to sub-optimal ABM performance, making it crucial for organizations to invest in the right strategies, tools, and cross-functional collaboration.

2. Over-Reliance on Technology

The rise of ABM coincided with an explosion of martech solutions promising to automate and optimize account-based strategies.

Many companies, however, mistakenly believed that investing in ABM technology alone would guarantee success.

Without a well-thought-out strategy and strong foundational marketing principles, these tools often fall short of delivering meaningful results.

3. Challenges in Measurement and ROI Attribution

Unlike demand generation campaigns, where ROI is often more straightforward to measure through conversions and pipeline metrics, ABM success is harder to quantify.

It can be difficult to determine whether improved sales outcomes stem from ABM efforts or other influencing factors.

This lack of clarity has made some organizations question ABM’s effectiveness.

ABM as a Mindset, Not Just a Strategy

Despite its shortcomings, ABM remains a valuable approach, just not in the revolutionary way it was initially portrayed.

Instead, it should be seen as an extension of traditional B2B marketing principles rather than a distinct methodology.

1. ABM as a Natural Evolution of Great Marketing

At its core, ABM is about focusing on the right customers, delivering relevant content, and ensuring alignment between marketing and sales.

These are not new concepts, but the foundation of any effective marketing strategy –
organizations that have always prioritized these principles naturally adopted ABM without treating it as a radical shift.

2. A Balanced Approach: ABM + Demand Generation

One of the key lessons from ABM’s evolution is that it should not be viewed as a replacement for demand generation but rather as a complement to it. A successful marketing strategy incorporates both:

• ABM for High-Value Accounts—deeply personalized engagement for strategic accounts that require a high-touch approach.
• Demand Generation for Scalability—broader outreach efforts to attract and nurture a larger audience, ensuring a consistent pipeline of new opportunities. 

By balancing both approaches, organizations can maximize their reach while still delivering tailored experiences to their most valuable prospects.

3. True Sales and Marketing Alignment

Rather than simply claiming alignment, companies that successfully implement ABM ensure:

• Shared Goals and Metrics—sales and marketing teams work toward the same revenue objectives.
• Continuous Feedback Loops—insights from sales inform marketing strategies, and vice versa.
• Coordinated Efforts—marketing and sales collaborate on outreach, messaging, and follow-ups to maximize impact. 

This level of synchronization fosters a more efficient go-to-market strategy, ultimately driving higher conversion rates and revenue growth.

Moving Beyond the Hype

ABM is no longer a buzzword, but simply one component of a well-rounded marketing strategy. Moving forward, marketing organizations should focus on:

• Prioritizing Strategy Over Tools—technology should support a well-defined ABM strategy, not replace it.
• Integrating ABM Into Broader Marketing Efforts—rather than treating ABM as a siloed initiative, it should be embedded within the overall marketing framework.
• Emphasizing Personalization Without Overcomplicating Execution—businesses must strike a balance between customization and scalability.
• Focusing on Data-Driven Decision Making—organizations should continually assess and refine their ABM efforts based on performance data.

By adopting this holistic approach, companies can ensure that ABM remains a powerful driver of growth while seamlessly complementing their broader marketing initiatives.

Conclusion

ABM started as a concept that promised to revolutionize B2B marketing but, over time, it's become clear that it is not a silver bullet.

Instead, it serves as a structured approach to executing what great marketers have always known – deeply understanding your customers, personalizing engagement, and aligning marketing with sales.

In the end, ABM isn’t about adopting a trendy new methodology – it’s about refining and reinforcing the core principles of great marketing!

Thanks for reading.

I’m interested in learning what you think about this blog post. Please don’t hesitate to get in touch at david@alphabetworks.com and let me know what your thoughts

Leveraging Social Media for Small Business Growth

By David Ronald 

Social media is an indispensable tool for small businesses looking to expand their reach, engage with customers, and boost sales.

A study found that 74% of small businesses use social media marketing, with 41% relying on it to drive revenue, highlighting the role of social media in helping small businesses grow by increasing brand awareness, engaging customers, and driving sales.

With billions of users across various platforms, social media offers an unparalleled opportunity to build brand awareness, drive traffic, and foster long-term customer relationships.

In this blog post I'm going to explore how small businesses can effectively leverage social media to fuel growth and stay competitive.

Choosing the Right Platforms

Some social media platforms are more effective than others, obviously, and selecting the right ones for your business is crucial.

Some of the factors that you may want to consider when choosing where to focus your efforts include: 

• Facebook—ideal for community building and targeted advertising.
• Instagram—great for visual storytelling, product showcases, and influencer collaborations.
• LinkedIn—best for B2B networking, thought leadership, and professional engagement.
• TikTok—effective for reaching younger audiences through creative, short-form video content.
• X (Twitter)—useful for real-time engagement, news, and customer support.

Understanding where your audience spends their time will help you allocate resources efficiently and maximize your social media ROI.

Creating High-Quality, Engaging Content

Content is the backbone of any successful social media strategy, and different types of content will appeal more to your target buyer than others.  

Here are examples of types of content types that may resonate with your audience:

• Educational Content—share how-to guides, industry tips, and insights to establish your business as a thought leader.
• User-Generated Content—encourage customers to share their experiences with your product or service.
• Behind-the-Scenes Content—offer a glimpse into your company’s culture and operations to create a personal connection.
• Live Videos and Stories—leverage real-time engagement tools to interact with your audience and showcase products.
• Promotional Content—run special offers, discounts, and limited-time deals to drive conversions.

Keep in mind that authenticity is key to building a good relationship with your audience, as is consistency.  

Think about the brand image that you want to evoke before starting to create content – and think about how you can stand out from your competition.

Engaging With Your Audience

Social media is not just about posting content - it’s about building relationships. Here are some ways to engage effectively: 

• Respond to Comments and Messages—timely responses show customers that you value their feedback and inquiries.
• Run Polls and Q&A Sessions—encourage interaction by asking for opinions and answering questions.
• Collaborate with Influencers—partnering with micro-influencers in your niche can expand your reach and credibility.
• Encourage Conversations—pose questions, start discussions, and engage with trending topics related to your industry.

Engagement fosters brand loyalty and increases the likelihood of word-of-mouth referrals.

Utilizing Paid Advertising

While organic growth is important, paid social media advertising can accelerate your success. Each platform offers unique advertising options: 

• Facebook & Instagram Ads—target specific demographics based on interests, behaviors, and location.
• LinkedIn Ads—ideal for B2B marketing and professional networking.
• TikTok Ads—effective for reaching Gen Z and millennials with creative campaigns.
• YouTube Ads—leverage video content to drive brand awareness and conversions.

I suggest starting with a small budget, test different ad creatives, and optimize based on performance analytics.

Measuring Success and Adjusting Strategies

Tracking performance is essential to refining your strategy. Utilize analytics tools like: 

• Facebook Insights.
• Instagram Analytics.
• Google Analytics (for referral traffic tracking).
• X (Twitter) Analytics. 
  

Some of the metrics you should consider tracking include engagement rate, follower growth, click-through rate, and conversion rates. 

Use this data to determine what works best and pivot your strategy accordingly.

Conclusion

Leveraging social media for small business growth requires a strategic approach that involves selecting the right platforms, creating engaging content, interacting with your audience, investing in advertising, and measuring success. 

By staying consistent and adaptive, small businesses can harness the power of social media to drive meaningful growth and build a loyal customer base.  

And stay ahead of your competitors. 

Thanks for reading. 

Get in touch at david@alphabetworks.com if you're ready to discuss how social media can help your small business grow its revenues.

Knowing Your Buyer is More Important Than Ever

By David Ronald

Every marketer knows that developing a deep understanding of their target buyers is crucial to success.
In today’s competitive landscape, knowing your customer has become a fundamental pillar of effective marketing strategies across industries – the better you understand your audience, the more precisely you can tailor your messaging, products, and services to meet their needs.

Yet, there’s a significant disconnect. According to a 2023 study, 56% of buyers feel that brands still don’t fully grasp their needs and preferences.

This raises an important question: If understanding the buyer is supposedly a top priority, why do so many brands fall short?

In this post, I’ll look into this paradox and explain why many marketers stop at surface-level insights rather than digging deeper into what truly matters to their customers.

Developing Your Ideal Customer Profile

Building an ideal customer profile is a critical step for any business aiming to achieve long-term growth and efficiency. 

An ideal customer profile (ICP) helps companies identify and define the characteristics of their most valuable customers, including demographic information, behavioral traits, and purchasing patterns. 

By focusing resources on these high-potential segments, businesses can optimize marketing efforts and improve conversion rates. 

A well-developed ICP also enhances sales and marketing alignment – when both teams have a shared understanding of who the ideal customer is, they can craft more targeted messages, streamline lead qualification, and collaborate more effectively. 

This alignment reduces wasted resources and increases the chances of engaging prospects who are more likely to convert and remain loyal. Moreover, an ICP provides clarity for product development and customer success initiatives.

By understanding the core needs, pain points, and preferences of the ideal customer, companies can tailor their offerings to better meet market demands. This customer-centric approach not only drives satisfaction and retention but also creates a solid foundation for sustainable growth in a competitive marketplace.

Identifying your Buyer Personas

Although the terms ideal customer profile and buyer persona are often used interchangeably, they serve distinct purposes and provide different insights. 

An ICP focuses on identifying the characteristics of companies or who are the best fit for a product or service – those who derive the most value and contribute the most to the business's success. It encompasses firmographic, technographic, and behavioral attributes to help businesses prioritize their efforts on the most promising market segments.

In contrast, a buyer persona goes beyond the company's characteristics and delves into the human element. It creates a semi-fictional representation of individual decision-makers within the target audience, detailing their goals, challenges, motivations, and purchasing behaviors.

Buyer personas guide how to craft compelling messages and engagement strategies for the individuals who influence purchasing decisions.

‍ If you are selling to a small business, there may be only one persona to market to (though this is unlikely). If, however, you are selling to an enterprise, there will be several personas to consider. These can include:

• Decision Maker—this persona represents the individual who has the authority to approve or reject purchases. They are often concerned with ROI, long-term value, and strategic alignment with the company's goals.
• Champion/ Influencer—this persona might not have purchasing power but significantly impacts the decision process. They often provide research, insights, and recommendations to decision-makers.
• End User—these are the people who will use the product or service daily. Their focus is on functionality, ease of use, and support services that ensure a smooth experience.
• Technical Evaluator—often from IT or an operations team, this persona assesses the technical feasibility, integration capabilities, and security of the product or service.
• Procurement Professional—focused on cost, contract terms, and supplier relationships, this persona plays a key role in negotiating the terms of the purchase

Understanding these personas helps businesses create more tailored marketing messages, streamline sales conversations, and ultimately build stronger, trust-based relationships with their customers.

Understanding Your Buyer’s Needs

Especially in a market where choices are many, businesses that comprehend the intricacies of how and why buyers make purchasing decisions gain a significant edge. This includes asking key questions such as:

• What is the reason for purchasing a product or service?
• How frequently are they going to use that product or service?
• Who are they buying for? Is it for themselves or others?
• Which platform are they using for making their purchase?

Note that understanding buying behavior is an ongoing process. Businesses that ultimately invest in market research, analyze data, and adapt strategies based on the ever-evolving consumer dynamics are better positioned to meet the expectations of their target market.

Don’t Skimp on Research

Market research is an invaluable tool for identifying and understanding your target audience. It provides critical insights into customer behavior, preferences, and trends, helping businesses make informed decisions. 

Effective market research goes beyond surface-level data, uncovering the motivations and challenges that drive customer decisions.

Some of the key market research practices include:

• In-Depth Surveys—surveys and questionnaires help businesses explore customer preferences, pain points, and satisfaction levels, providing a solid foundation for strategic planning.
• Competitor Analysis—by examining competitors' offerings and customer interactions, businesses can identify their unique value proposition and uncover opportunities for differentiation.
• Targeted Advertising—insights from market research enable businesses to craft targeted advertising campaigns across social media, email, and other channels, ensuring messages resonate with the right audiences.
• Trend Analysis—monitoring industry trends and emerging technologies helps companies stay ahead of the curve, adapting their products and strategies to meet evolving customer expectations.
• Focus Groups and Interviews—direct conversations with customers provide qualitative insights that quantitative data alone cannot capture, helping businesses understand the emotional drivers behind purchase decisions.

By leveraging these market research techniques, businesses can tailor their marketing and sales efforts more effectively, ensuring they meet the needs of their target audience with precision and empathy.

In my opinion, companies often fall short of doing sufficient research. My advice is to avoid skimping on market research - in fact, you should strive to constantly deepen you knowledge of your customers.

Customer Service can be Insightful

Any interactions with your buyers are extremely insightful.

Customer service can be a valuable way to understand the efficacy of your business. Customer service is not simply a support function; it is a powerful catalyst for increased conversions.

Some of the many ways by which you can increase your conversion rate with customer service include:

• Live chats and chatbots—live chat and chatbots can provide real-time assistance, answer queries promptly, and guide potential customers seamlessly.
• FAQs—by incorporating FAQs into your marketing strategies, customers can get instant access to answers using self-service techniques.
• Efficient returns and refunds—a hassle-free return or refund process helps to mitigate the fear of making a wrong purchase. This can ultimately contribute to customer trust and satisfaction.

Your marketing team should meet regularly, probably monthly, with your customer service to understand and assimilate the buyer insights that this organization gathers.

Personalization Through Buyer Knowledge

By deeply understanding your buyers, businesses can deliver highly personalized experiences that resonate on an individual level. When you know your customers' preferences, challenges, and motivations, you can craft messages, offers, and interactions that feel tailor-made for them.

Personalization goes beyond simply using a customer's name; it involves curating content, recommending products, and designing solutions that align with their unique needs.

This level of relevance not only enhances engagement but also fosters greater loyalty and trust, setting your brand apart from competitors who rely on generic, one-size-fits-all approaches.

Personalization Drives Conversions

One of the many reasons why personalization is such an important tool in marketing is because it offers a specialized experience that will stay in your buyers’ minds and establish a strong connection with your brand.

‍ Here are a few examples to navigate customized experiences with efficiency:

• Personalize all communications—maintain a personal tone in all conversations with your target audience, whether it's via email, message, or phone.
• Be interactive—implement strategies that incentivize buyers to interact directly with your brand via social media or store pop-ups.
• Establish incentives—offer targeted discounts or even free items to loyal shoppers.

And I’m sure there are other innovative tactics you can develop that provide greater personalization to your target buyers.

Building Trust and Credibility

Buyers are not simply looking for products and services – they seek relationships with brands they can trust.

Here are several ways to build trust and credibility with your target audience:

• Genuine communication—try to be as genuine as possible in all your interactions, whether through social media, marketing messages, or customer service.
• Uniform branding—maintain a consistent brand image across all platforms, such as your website, emails, social media, and others.
• Customer testimonials—feature customer testimonials prominently on your website, as they can act as powerful endorsements for your brand.
• Consistent quality—ensure consistent quality of all your products and services, as this can help build confidence in your offerings.
• Act on feedback—actively seek and respond to feedback. You can use the gathered information to make necessary changes to show your audience that their opinions matter.

Building trust takes time, but a commitment to authenticity and reliability will foster lasting relationships with your audience.

Conclusion

Understanding your target audience is not just a one-time effort, but an ongoing process that requires dedication, research, and adaptability. Marketers who go beyond surface-level insights and actively develop comprehensive ideal customer profiles and buyer personas have a significant advantage.

These tools enable businesses to create personalized, targeted marketing strategies that resonate deeply with customers, addressing their needs, pain points, and aspirations.

By leveraging market research, customer service insights, and personalized experiences, companies can foster stronger relationships and build trust with their audience, setting themselves apart from competitors.

Moreover, the power of personalization cannot be overstated in today's crowded marketplace. When businesses truly understand their buyers and tailor their offerings accordingly, they not only drive conversions but also cultivate long-term loyalty.

Thanks for reading.

What do you think of this blog post? Do you like it or dislike it? Get in touch at david@alphabetworks.com and let me know which one it is.

How To Achieve Good PR When You're a Startup

By David Ronald

In an era when anyone can broadcast their opinions about your startup to the world, good PR remains as vital to the success of a business as it always has been. 

Indeed, it’s arguably more important than ever.

Even so, good PR requires a new level of engagement on the part of startups.

In this blog post I’m going to examine what that involves. So, let's get started:

• Less what, more why—although innovators are right to be proud of their latest development, it’s important to avoid falling into the trap of focusing on the “what” it is and “how” it works. Focus, instead, on the “why” it is going to have an impact and enrich people’s lives.
• Search for a “hook”—endeavour to pitch your product or service by relating it to current hot button issues as much as you can, as this increases the probability of successfully “hooking” your audience.
• Tone down jargon—yes, it’s true that our lives are full of technical buzzwords but don’t automatically expect that everyone understands all of the ones you use. Describe your innovation in everyday language as much as possible.
• Map your messages—it’s generally true that the technical press is the best place to seek coverage if you have an exciting product announcement and the business press is more suitable if you have company news.
• Avoid irrelevant news—the quickest way to excite an editor’s “delete button reflex” is to get your company associated with non-news. Overcome your natural urge to be “in the news” regularly and, instead, put out press releases only when you something truly interesting to announce.
• Connect on social media—journalists, even at mainstream publications, use social media as a key way of staying abreast of breaking news. Posting your news on properties such as Twitter and Reddit can help you gain coverage.
• Seek bloggers' coverage—the blogosphere is the perfect link between social media and PR as bloggers are active on social media and many of them are closely monitored by journalists.
• Identify your keywords—determine the keywords that will give you an edge over your competitors and use them your press releases, social media posts, and so on. Spyfu (http://www.spyfu.com/), for example, is a good tool for helping determine which keywords to use.
• Publish social media-friendly content—since your goal is to prompt engagement, and potential sharing, post content on social media that elicit an emotional response. Case studies, for example, are an ideal way ay to get your message across.
• Leverage Google Analytics—you can determine which online publications are helping drive traffic to your website using Google Analytics. Put more of your advertising dollars there.
• Focus on media where you advertise—the walls between advertising and editorial are sometimes rock solid and sometimes non-existent. A good rule of thumb, however, is that you’ll get the best coverage in the publications where you’re spending the majority of your ad dollars, and vice versa.

Thanks for reading. 

Get in touch at david@alphabetworks.com if you'd like to learn more about achieving good PR at your startup.

Avoid Building "Me Too" Products

By David Ronald

It’s tempting, in today’s fast-paced tech landscape, to create a product that mirrors an already successful solution.

After all, if there’s already market demand for a product your competitors have built, why not mimic what they have achieved.

It’s a good idea, right?

Wrong. Building an undifferentiated product is a strategic mistake, especially if you are a startup.

Steve Jobs famously said, "I would rather gamble on our vision that make a "me too" product".

A study by a product management association revealed that products that are differentiated enjoy five times the success rate, over four times the market share, and four times the profitability compared to products lacking this ingredient.

Not just that. Building a “me too” product is a sign of laziness. 

No One Wants a War

Now, I’ll be the first to admit that companies have had success with a “me too” product. Pepsi, for example, has made billions of dollars from its cola, even though it was launched 12 years after Coke.

This, however, is largely due to Pepsi spending tens of millions of dollars every year to carefully craft a brand identity that has made these two products, that serve the same basic needs, seem like polar opposites!

The competition between Coca Cola and Pepsi Cola has been so fierce, it’s been called the “Cola War”—do you really want to get into that type of struggle?

Doomed to Disappear

Let’s reflect on the fortunes of Plaxo, another inadequately differentiated product.

Founded in 2001, Plaxo was a social networking service that targeted business people interested in professional relationships. In many ways the company was a competitor to LinkedIn.

Today, Plaxo is only a memory. Why? Although there are a few reasons, the most significant one was because it failed to differentiate itself from its competition. 

There was a time when Plaxo and LinkedIn were equally popular but Reed Hoffman, founder of LinkedIn, implemented his famous “blitz scaling” strategy and LinkedIn became the dominant business social network service.

Avoid building a product doomed to disappear.

Reasons to be Undifferentiated

Now, many people advise in favor of building “me too” products these days—during my many years of mentoring entrepreneurs, I’ve heard many reasons for this. Here are some of the more popular ones: 

• Proven Market Demand—by creating a "me too" product, you're tapping into an already proven market. If there’s existing demand for a product, you’re less likely to face the uphill battle of convincing customers to adopt something completely new. This reduces the risk involved, especially for startups or businesses looking to enter established markets with an existing customer base.
• Lower Barrier to Entry—for newcomers or smaller companies, entering a market with an existing product type can be easier and faster. You don’t have to educate the market on what the product is or why it’s needed – you can focus on refining it and differentiating in other ways. This lowers the barrier to entry compared to creating an entirely new product category that requires more time and investment to build awareness.
• Opportunity for Improvements—a "me too" product doesn’t have to be a carbon copy. It can be an opportunity to improve upon existing solutions. If you identify areas where the competition is lacking – whether it’s user experience, performance, customer support, or pricing – you can build a similar product while addressing those pain points, making your version more appealing.
• Learn from Competitor Mistakes—by creating a "me too" product, you have the advantage of learning from your competitors' mistakes. You can analyze what they’ve done wrong – whether it’s product flaws, marketing missteps, or customer dissatisfaction – and avoid making the same mistakes, improving your chances of success by offering a more polished product.
• Lower Development Costs—developing a product in an already existing category means the foundational work (such as market research, customer needs assessment, and technology trends) has already been done by your competitors. This can save you time and money in product development, as you can leverage existing solutions, frameworks, and technologies, speeding up your time-to-market.

Although it’s beguiling to embrace one or more of these viewpoints, entrepreneurs need to take a long hard look in the mirror and identify what is motivating them to do so.

In my opinion, too many people find the allure of being a startup founder too attractive – and can be too willing to forego more honest analysis of a competitive landscape, along with long-term customer needs and market trends.

Reasons to Avoid Building ‘Me Too” Products

Here are six reasons why you should avoid falling into the trap of building an undifferentiated product:

1. Customer Loyalty Is Built on Value, Not Imitation

In today’s competitive landscape, customer loyalty is built on value, not imitation. Customers are attracted to companies that genuinely understand their pain points and provide unique solutions.

An undifferentiated product, no matter how well executed, cannot build that type of trust. If your product doesn't resonate with customers on a deeper level, they’ll eventually move on to a solution that offers more value, better customer service, or a more engaging experience.

2. Lack of Differentiation Makes It Hard to Stand Out

The most obvious issue with a “me too” product is that it lacks differentiation. In saturated markets, customers are overwhelmed with choices. They aren’t looking for the same thing, they’re looking for something better, faster, or more tailored to their needs.

If your product doesn’t offer something unique, then you’re just one of many. Without a unique value proposition, it’s challenging to grab attention and generate customer loyalty.

3. Competing on Price Is a Race to the Bottom

When you create a copy of an existing product, you’re left trying to compete primarily on price. This often leads to a race to the bottom, where margins shrink, and businesses become unsustainable.

Competing solely on price doesn't build long-term value or loyalty; it just attracts customers who are quick to leave once something cheaper comes along.

By focusing only on mimicking competitors, you miss the opportunity to innovate and add unique value that would allow you to justify a premium price.

4. Long-Term Brand Impact

“Me too” products can damage your brand in the long run. A reputation for innovation and originality attracts customers, investors, and top talent.

By simply copying what others have done, you send a message that your company is unoriginal or lacks the capability to lead in your industry. Your brand’s identity becomes tied to imitation, not to creating the next big thing. That’s a difficult reputation to shake off.

5. The Risk of Being Overshadowed

Building an undifferentiated product doesn’t only lack innovation, it also places you in direct competition with a company that likely has more resources, a larger customer base, and a stronger brand presence.

This creates a disadvantage, especially when you’re trying to compete against a well-established competitor. Unless you can find a niche or an underserved market, you’ll always be living in the shadow of the bigger players, unable to break free.

6. Missed Opportunities Growth

The most successful products are often those that challenge the status quo and offer new solutions to existing problems. A “me too” product, by definition, fails to capitalize on this opportunity.

When you’re only looking at what others have done, you limit your creativity and your potential for innovation. Instead of merely copying what’s out there, you should be asking: How can we improve the experience? What can we do differently to serve customers better?

Embracing innovation not only sets your product apart but also drives growth by meeting unaddressed customer needs.

Conclusion

While building a “me too” product may seem like a safe bet, it’s a strategy that rarely pays off in the long term. Customers crave innovation, uniqueness, and meaningful solutions to their problems.

By focusing on what’s already been done, you miss the opportunity to create something truly transformative that can set your business apart. Instead of mimicking your competitors, focus on creating value, solving real problems, and positioning your product as a category leader.

In the end, that’s how you build a successful, sustainable business.

Thanks for reading.

Did I leave something out? If so, get in touch at david@alphabetworks.com and let me know what it is.

The Relationship Between Price and Good Branding

By Sharon Lee

Good branding enables you to charge more for your product. 

The fundamental rule of pricing tells us that the price charged for a product must match the value consumers perceive they are getting from that product. 

Great branding enables businesses to sell their products at premium prices. Why? Because buyers will pay a high price tag when they perceive the product to be worth it.

If all products were new and they all launched on the same day, all of those products would have the same value perception in buyers’ minds—there hasn’t been time to build brand value perceptions.

Although a product may have its own unique tangible differentiators, its sometimes the intangible ones that lead consumers to become emotionally connected to the brand. This process, obviously, must be carefully developed over time.

With that said, it’s easy for brands to price products according to tangible differentiators. For example, an 8K television will have a higher price tag than a television with lesser UHD capabilities.

These types of tangible differentiators can cause price differences across different brands in the same category as well as across different products under the same brand umbrella if that brand has launched extensions within the same category. For example, an iPad with 5G connectivity can sell at a higher price than an iPad with narrower bandwidth connectivity. 

Think of pricing strategy as it pertains to brand value in terms of buyer “reference prices”—each consumer views a brand and its associated price tag in comparison to other brands and products available to them.

Those other brands and products create a frame of reference for the buyer, and the buyer tries to fit each brand into a comfortable position in their mind, based on that frame of reference.  

Brands and products with pricing that doesn’t fit well into that frame of reference are typically not even considered when it comes time for the consumer to make a purchase because they don’t make sense. 

When creating a frame of reference for brands in a specific category, buyers consider a variety of factors to fit each brand into a position such as competitor prices, past experiences with brands in the category, past pricing experiences in the category, tangible differentiators (such as features), and perception—it’s the perceptions part of reference prices that gives brands the opportunities to set prices based on intangible differentiators. In other words, buyer perceptions enable brands to compete on more than price alone. 

Let’s face it, if price were the only factor that mattered in purchase decisions, everything we buy would be a lot cheaper and everyone would buy the same brands and products. 

Price is just one part of brand value and purchase decisions. The challenge for marketers is finding the right price point to achieve maximum sales without damaging buyers’ perceptions of the brand’s overall value. 

Any brand can compete on price. Successful brands don’t rely on pricing alone, but that doesn’t mean pricing strategy isn’t important. On the contrary, striking the right balance between profits, brand value, and consumer perceptions of the brand is an ongoing process. 

Thanks for reading—I hope you enjoyed this post.

If so, please get in touch at shamikodesign@gmail.com and let me know what it is.

Experimentation is Essential in Marketing

By David Ronald

It’s essential for marketers to experiment.

Why? We live in an ever-changing world and the marketplace we work in isn’t standing still. In an arena where customer expectations and technologies evolve rapidly, experimentation is the key to staying relevant, agile, and impactful.

Without experimentation we risk stagnation.

By testing new strategies, channels, and messaging, marketers can identify innovative ways to engage customers and drive results, often revealing insights that traditional approaches might have missed.

Best of all, experimentation fosters a culture of learning, empowering teams to embrace data-driven decision-making and adapt quickly to shifts in consumer behavior or competitive dynamics.

In this blog post I will explore ways to embed experimentation as a core pillar of any marketing culture.

Crafting A Culture of Experimentation

A marketing team can fully embrace experimentation by cultivating a culture rooted in curiosity, collaboration, and data-driven decision-making. 

This begins with setting clear objectives and identifying opportunities for innovation, whether it’s testing new channels, refining messaging, or exploring emerging technologies.

A curious mindset is key and teams should leverage small-scale pilots or A/B testing to validate ideas, enabling them to iterate and scale successful strategies effectively.

Providing team members with the right tools and resources to track, measure, and analyze results is essential, along with fostering a safe environment where failures are treated as valuable learning opportunities rather than setbacks.

Consistently sharing insights and celebrating both wins and lessons learned reinforces the importance of experimentation, enabling the team to adapt quickly to changing market dynamics and continually enhance their approaches.

Establish A Framework for Experimentation

Experimentation is an iterative process that typically follows these key steps:

1. Recognize a problem or question—identify the specific issue or opportunity to address, such as low engagement rates, declining sales, or the need to test a new strategy.
2. Formulate a hypothesis—create a clear, testable statement predicting the outcome of a proposed change, such as "A simplified email layout will result in a higher click-through rate."
3. Design and conduct an experiment—develop a structured test plan to evaluate the hypothesis, including defining the target audience, variables, and success metrics.
4. Gather data—execute the experiment and systematically collect relevant data, ensuring accuracy and consistency.
5. Analyze data—review and interpret the results to identify patterns, trends, and insights.
6. Draw conclusions—compare the outcomes to the original hypothesis, determining whether it was supported or disproven.
7. Make business decisions based on the results—use the findings to inform future actions, such as refining strategies, scaling successful initiatives, or pivoting approaches.

For example, an ecommerce store looking to optimize its email marketing conversion rates might run an A/B test. They design two distinct email layouts (A and B) and split their email list equally, sending version A to one group and version B to another. 

After collecting and analyzing the data, they discover version B outperforms version A with a higher click-through rate. Based on this insight, they adopt version B for future campaigns, resulting in improved engagement and increased conversions.

This structured approach ensures experimentation is not only systematic but also directly tied to actionable business outcomes, making it a vital tool for continuous improvement.

Learn from Your Data

We all want to hide poor results or sugarcoat outcomes to avoid uncomfortable conversations. It’s human nature.

It is, however, important to resist these urges.

One of my boyhood heroes, Formula One legend Niki Lauda, famously said, “From success, you learn absolutely nothing. From failure and setbacks, conclusions can be drawn.”

Sweeping unpleasant data under the proverbial rug not only stifles learning but also risks repeating the same mistakes, ultimately hindering progress. Acknowledging failures is never easy, but it’s a critical part of fostering a growth-oriented culture.

Teams should strive to discuss setbacks openly, dissecting what went wrong, why it happened, and what lessons can be gleaned. These discussions should focus on solutions and forward momentum, outlining specific corrective actions or even leveraging the “failure” as the foundation for a new experiment.

For example, if a marketing campaign underperformed, consider testing alternative messaging, channels, or targeting strategies to uncover a more effective approach.

By embracing transparency and treating failures as learning opportunities, marketing teams can cultivate resilience, creativity, and continuous improvement, and turning missteps into insights that empower future success.

Summary

By fostering a culture of curiosity, collaboration, and learning, marketers can uncover innovative ways to engage customers, adapt to market shifts, and drive impactful results.

Structured experimentation allows teams to tackle challenges systematically, make informed decisions, and refine their strategies based on real-world data.

Equally important is the willingness to embrace failure – acknowledging and analyzing missteps can lead to valuable insights and open doors to new opportunities that may have otherwise gone unnoticed.

In a world where change is constant, experimentation isn’t just essential – it’s the foundation for staying ahead of the curve and building lasting success. 

So, take risks, learn from your data, and let experimentation be the catalyst for growth in your marketing efforts.

Thanks for reading.

Did I leave something out that you would have included? If so, email me at david@alphabetworks.com and let me know what it is.