Welcome!

Industrial IoT Authors: APM Blog, Elizabeth White, Pat Romanski, William Schmarzo, Liz McMillan

Related Topics: @CloudExpo, Industrial IoT, Agile Computing

@CloudExpo: Article

Technology Marketing "Done Right"

SaaS Vendor Zendesk's Customer Hero Tour

Most technology companies, especially software companies, do marketing all wrong.

Zendesk is NOT one of them.  Their "Customer Service Hero Tour" - taking place in various cities including Austin (where I'm currently based), Denver, Chicago, Atlanta, Boston and New York, is a great example for other technology companies to follow.

If you're connected with customer service in any of those cities, you should attend the event - any software company smart enough to spend their marketing dollars in this fashion is worth getting to know.  If they're smart enough to do "this" so very right, they're probably smart enough to do a lot of other things really well too.

Plus, it sounds like a great event - I will definitely attend.  Check out the "registration page"...then read on for my perspective on why I love this event in so many ways.

Me-Me-Me Marketing - Odious (Even on a Good Day)

I (mostly) hate software and technology marketing.  I've written a lot about how terrible it usually is and how immature the marketing profession is at technology companies.

Most technology companies stink at marketing.  They make a habit of committing a mortal sin - they make marketing all about "them", and they will all surely go to Marketing Purgatory when it is their time to pass.

I call it "me-me-me" marketing.  And I detest it.  It's even worse than meeting some loathsome bore at a party - where all they can talk about is themselves (and have no ability to connect with the person they're talking to, or the rest of the world for that matter).

Marketing for technology should be about "the customer".  Best-in-Class software marketing is about how to make the customer successful in their ventures by using the technology.

Examples of software technology marketing done right are few and far between - one of them is Zendesk with their "Customer Hero Tour".  This is an "out of the ballpark" marketing hit.

The Customer Hero Tour from Zendesk caught my attention when I got a LinkedIn "InMail" from someone I used to work with back in 2003 back when I worked in Silicon Valley.  This guy was reaching out to his contacts in cities (such as Austin, where I am currently living).

What is a "Zendesk"?

Zendesk is not a piece of laid-back office furniture from Ikea.  It's software.

Specifically, Zendesk is a Cloud/SaaS-based HelpDesk software provider.  Their product helps companies achieve higher levels of customer satisfaction.  I don't know much about it, don't use it, don't have any professional or financial connection to Zendesk and I'm not trying to get a job there.  But their Customer Hero Tour email caught my attention - and I love this marketing campaign - so I'm writing about it as an example to other technology providers out there on "how to do it right".Legacy Modernization

And any vendor brilliant enough to market "this way" is worth learning more about.

Marketing or Education?

I would not be entirely surprised  (assuming someone from Zendesk reads this) to get an email from someone complaining that I've misrepresented the Customer Service Hero Tour.  I'm calling this a "marketing campaign", and someone will probably object to that and ask that I re-characterize it as a customer service education event.

Who says that Marketing can't be beneficial and educational for the customer?

To take one step beyond that, I would argue that Marketing SHOULD be beneficial and educational.  That is the difference between "spam" and effective marketing.

Marketing is nothing to be ashamed of when it's done right.  In fact, bringing value to customers is something you should be proud of.  The fact that Zendesk is piling a ton of educational value into a marketing event that will reach a LOT of people is WHY it's such a brilliant move.

I am not at all afraid to admit that I've learned a marketing thing or two by studying this event.  If you are a technology marketer (software or otherwise), you should do the same.  Zendesk has raised the bar on this one.  I'm glad I actually read my InMail from time to time.

Why the Tour is Valuable - and Awesome Marketing.  Yeah, Educational too.

Here's why I love this marketing (errrr... education) event:

1) They are coming to us.  Yup.  I'm in Austin, and they're coming here.  None of that superior "west coast software" attitude.

2) They are making it interesting.  5-star (on Amazon.com - including a review from Steve "Woz" Wozniak) author Micah Solomon is coming along on the tour.  He's the author of "High-Tech, High-Touch Customer Service: Inspire Timeless Loyalty in the Demanding New World of Social Commerce".

I'd visit a toilet-bowl cleaner marketing event to listen to this customer service celebrity speak.

3) They help me do my job better.  Zendesk is sharing best-practices benchmark data from their 15,000 customers and is also hosting a Customer Service interactive panel discussion.

4) They're making it fun.  Everyone always hosts these events at some boring Marriott or Hilton.  Nothing against those hotels, but they're not very fun - I've had beers in about 10,000 Marriott "Champions" bars and none of them are fun.

I don't know about other cities (they promise a "Hero Party" in every city), but the Austin event is being held at "The Parish" - an ultra-cool live music venue in the heart of Austin's hot 6th St. district. Super smart - playing on Austin's reputation as the "Live Music Capital of the Planet".

5) It's free.  If Zendesk wanted to, they could easily charge for this event.  People pay hundreds of dollars (or much more) all the time to attend various "symposia" that are less educational and valuable than this.  Call it a "Seminar" or "Symposium" and get rid of the super-hero graphics, and they could turn a profit on this tour.

What's NOT to love about this event?  Check it out....see you there.

Note:

Hollis Tibbetts is a Software Strategy Director for Dell Inc.'s Global Mergers and Acquisitions organization.  He writes on a number of software marketing and technology topics, including marketing "best practices", growth strategies, Data, Integration and Legacy Modernization.

More Stories By Hollis Tibbetts

Hollis Tibbetts, or @SoftwareHollis as his 50,000+ followers know him on Twitter, is listed on various “top 100 expert lists” for a variety of topics – ranging from Cloud to Technology Marketing, Hollis is by day Evangelist & Software Technology Director at Dell Software. By night and weekends he is a commentator, speaker and all-round communicator about Software, Data and Cloud in their myriad aspects. You can also reach Hollis on LinkedIn – linkedin.com/in/SoftwareHollis. His latest online venture is OnlineBackupNews - a free reference site to help organizations protect their data, applications and systems from threats. Every year IT Downtime Costs $26.5 Billion In Lost Revenue. Even with such high costs, 56% of enterprises in North America and 30% in Europe don’t have a good disaster recovery plan. Online Backup News aims to make sure you all have the news and tips needed to keep your IT Costs down and your information safe by providing best practices, technology insights, strategies, real-world examples and various tips and techniques from a variety of industry experts.

Hollis is a regularly featured blogger at ebizQ, a venue focused on enterprise technologies, with over 100,000 subscribers. He is also an author on Social Media Today "The World's Best Thinkers on Social Media", and maintains a blog focused on protecting data: Online Backup News.
He tweets actively as @SoftwareHollis

Additional information is available at HollisTibbetts.com

All opinions expressed in the author's articles are his own personal opinions vs. those of his employer.

@ThingsExpo Stories
In his session at 21st Cloud Expo, Carl J. Levine, Senior Technical Evangelist for NS1, will objectively discuss how DNS is used to solve Digital Transformation challenges in large SaaS applications, CDNs, AdTech platforms, and other demanding use cases. Carl J. Levine is the Senior Technical Evangelist for NS1. A veteran of the Internet Infrastructure space, he has over a decade of experience with startups, networking protocols and Internet infrastructure, combined with the unique ability to it...
"There's plenty of bandwidth out there but it's never in the right place. So what Cedexis does is uses data to work out the best pathways to get data from the origin to the person who wants to get it," explained Simon Jones, Evangelist and Head of Marketing at Cedexis, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
"Cloud Academy is an enterprise training platform for the cloud, specifically public clouds. We offer guided learning experiences on AWS, Azure, Google Cloud and all the surrounding methodologies and technologies that you need to know and your teams need to know in order to leverage the full benefits of the cloud," explained Alex Brower, VP of Marketing at Cloud Academy, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clar...
Large industrial manufacturing organizations are adopting the agile principles of cloud software companies. The industrial manufacturing development process has not scaled over time. Now that design CAD teams are geographically distributed, centralizing their work is key. With large multi-gigabyte projects, outdated tools have stifled industrial team agility, time-to-market milestones, and impacted P&L stakeholders.
Gemini is Yahoo’s native and search advertising platform. To ensure the quality of a complex distributed system that spans multiple products and components and across various desktop websites and mobile app and web experiences – both Yahoo owned and operated and third-party syndication (supply), with complex interaction with more than a billion users and numerous advertisers globally (demand) – it becomes imperative to automate a set of end-to-end tests 24x7 to detect bugs and regression. In th...
"Akvelon is a software development company and we also provide consultancy services to folks who are looking to scale or accelerate their engineering roadmaps," explained Jeremiah Mothersell, Marketing Manager at Akvelon, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
"MobiDev is a software development company and we do complex, custom software development for everybody from entrepreneurs to large enterprises," explained Alan Winters, U.S. Head of Business Development at MobiDev, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
SYS-CON Events announced today that CrowdReviews.com has been named “Media Sponsor” of SYS-CON's 22nd International Cloud Expo, which will take place on June 5–7, 2018, at the Javits Center in New York City, NY. CrowdReviews.com is a transparent online platform for determining which products and services are the best based on the opinion of the crowd. The crowd consists of Internet users that have experienced products and services first-hand and have an interest in letting other potential buye...
"IBM is really all in on blockchain. We take a look at sort of the history of blockchain ledger technologies. It started out with bitcoin, Ethereum, and IBM evaluated these particular blockchain technologies and found they were anonymous and permissionless and that many companies were looking for permissioned blockchain," stated René Bostic, Technical VP of the IBM Cloud Unit in North America, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Conventi...
SYS-CON Events announced today that Telecom Reseller has been named “Media Sponsor” of SYS-CON's 22nd International Cloud Expo, which will take place on June 5-7, 2018, at the Javits Center in New York, NY. Telecom Reseller reports on Unified Communications, UCaaS, BPaaS for enterprise and SMBs. They report extensively on both customer premises based solutions such as IP-PBX as well as cloud based and hosted platforms.
"Space Monkey by Vivent Smart Home is a product that is a distributed cloud-based edge storage network. Vivent Smart Home, our parent company, is a smart home provider that places a lot of hard drives across homes in North America," explained JT Olds, Director of Engineering, and Brandon Crowfeather, Product Manager, at Vivint Smart Home, in this SYS-CON.tv interview at @ThingsExpo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
Coca-Cola’s Google powered digital signage system lays the groundwork for a more valuable connection between Coke and its customers. Digital signs pair software with high-resolution displays so that a message can be changed instantly based on what the operator wants to communicate or sell. In their Day 3 Keynote at 21st Cloud Expo, Greg Chambers, Global Group Director, Digital Innovation, Coca-Cola, and Vidya Nagarajan, a Senior Product Manager at Google, discussed how from store operations and ...
It is of utmost importance for the future success of WebRTC to ensure that interoperability is operational between web browsers and any WebRTC-compliant client. To be guaranteed as operational and effective, interoperability must be tested extensively by establishing WebRTC data and media connections between different web browsers running on different devices and operating systems. In his session at WebRTC Summit at @ThingsExpo, Dr. Alex Gouaillard, CEO and Founder of CoSMo Software, presented ...
WebRTC is great technology to build your own communication tools. It will be even more exciting experience it with advanced devices, such as a 360 Camera, 360 microphone, and a depth sensor camera. In his session at @ThingsExpo, Masashi Ganeko, a manager at INFOCOM Corporation, introduced two experimental projects from his team and what they learned from them. "Shotoku Tamago" uses the robot audition software HARK to track speakers in 360 video of a remote party. "Virtual Teleport" uses a multip...
A strange thing is happening along the way to the Internet of Things, namely far too many devices to work with and manage. It has become clear that we'll need much higher efficiency user experiences that can allow us to more easily and scalably work with the thousands of devices that will soon be in each of our lives. Enter the conversational interface revolution, combining bots we can literally talk with, gesture to, and even direct with our thoughts, with embedded artificial intelligence, whic...
SYS-CON Events announced today that Evatronix will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Evatronix SA offers comprehensive solutions in the design and implementation of electronic systems, in CAD / CAM deployment, and also is a designer and manufacturer of advanced 3D scanners for professional applications.
Leading companies, from the Global Fortune 500 to the smallest companies, are adopting hybrid cloud as the path to business advantage. Hybrid cloud depends on cloud services and on-premises infrastructure working in unison. Successful implementations require new levels of data mobility, enabled by an automated and seamless flow across on-premises and cloud resources. In his general session at 21st Cloud Expo, Greg Tevis, an IBM Storage Software Technical Strategist and Customer Solution Architec...
To get the most out of their data, successful companies are not focusing on queries and data lakes, they are actively integrating analytics into their operations with a data-first application development approach. Real-time adjustments to improve revenues, reduce costs, or mitigate risk rely on applications that minimize latency on a variety of data sources. In his session at @BigDataExpo, Jack Norris, Senior Vice President, Data and Applications at MapR Technologies, reviewed best practices to ...
An increasing number of companies are creating products that combine data with analytical capabilities. Running interactive queries on Big Data requires complex architectures to store and query data effectively, typically involving data streams, an choosing efficient file format/database and multiple independent systems that are tied together through custom-engineered pipelines. In his session at @BigDataExpo at @ThingsExpo, Tomer Levi, a senior software engineer at Intel’s Advanced Analytics gr...
When talking IoT we often focus on the devices, the sensors, the hardware itself. The new smart appliances, the new smart or self-driving cars (which are amalgamations of many ‘things’). When we are looking at the world of IoT, we should take a step back, look at the big picture. What value are these devices providing? IoT is not about the devices, it’s about the data consumed and generated. The devices are tools, mechanisms, conduits. In his session at Internet of Things at Cloud Expo | DXWor...