How to Market Email Security Solutions
We’ve had the opportunity to spend quite a bit of time with our top small business partners over the summer as they hold meet & greets / lunch & learns while kids are out of school and staff takes vacations. We got to see firsthand how the features and the problems are both the same as they have always been (budget, buy-in) and completely different in a way that technology solves business problems – cloud compliance, vendor/mobility management. One of the businesses that moved to ExchangeDefender was able to get rid of 7 (seven!!) different vendors involved in email & mobility solutions alone.
It’s all about the Story.
ExchangeDefender is increasingly becoming the modular security solution that can help service your mobile & security needs end to end. From email hosting to support for everything that entails, from managing mobile devices to assuring their compliance, archiving, business continuity and data management – ExchangeDefender does it all from a single pane of glass. All you have to do is change the way you tell the story.
Product vs. Service
Typically, small business partners follow the same “vendor” approach to positioning ExchangeDefender “we kill SPAM for a living” and then mention the other nice “bonus” features we offer. While that may work on larger companies with CIOs where a point solution is necessary (or required for redundancy), in small business you need more finesse as you introduce our solution as the Swiss knife for typical SMB problems. Small business decision makers typically aren’t that interested in technology specs, even if they are familiar with the problems, they are looking at the price and at the time this the solution is going to take away.
So here is what works for us:
We position ExchangeDefender as a service (not even mentioning the cloud) that takes care of keeping junk out of the mailbox, keeping people productive and safe, making sure any outages have a workaround and as needed we also do encryption to protect data automatically and compliance archiving to help meet regulatory requirements and keep fines away – and we build, manage and support 100% of it end to end. In a way, we’re the last security product you need to look at and the only one you need to contact when there is a problem.
Give it a shot – this is fully compliant with the Elevator Pitch™ guerrilla marketing and truly disarms the most common objection in SMB which is “we already have something” – everyone has something, they just don’t know where it is, who does it, how it’s used and what it does – and that’s the biggest selling point of ExchangeDefender. You don’t have a dozen vendors for email, mobile, security, archiving, compliance, encryption, DDoS protection, business continuity, mobile device wipes, etc, etc you get the picture. Instead of going in and trying to sell yourself, you’re going in and looking at ways to save them money “Well, you won’t need to renew this product, or this service, your old firewall won’t have to be upgraded, you now get all the additional features, etc”
In a way, our go to market has been the same as it’s always been – but with the cloud you’re dealing with small businesses with data all over the place and providing security to a mobile organization with decentralized storage is no longer a “security” pitch, it’s a management pitch that gives them back their time.