“How do I deal with the onslaught of generics now that my technology/innovation is maturing?”

This question weighs heavily on the minds of consumer marketers, but many B2B marketers don’t seem to recognize competition until it is too late. The earlier you address this challenge, the better. Here are few dos and don’ts to consider:



  • Build a “Brand” mindset into your marketing strategy early. It is easier for your customers to remember what you stand for than to remember your innovation.
  • Don’t talk about what your innovation is, but focus on what it does and how that benefits your market. Give your customers an opportunity to win with your innovation.
  • Test your business model often, especially if you sell through distribution or have vertical competition. Don’t let your value chain control your value deliver.
  • Don’t let your innovation get stale, be willing to cannibalize yourself. Better you than your competitors. Staying fresh keeps your customers fresh.
  • Freshen your understanding of your served markets and your competition. Constantly look for new markets and adjacent technologies.
  • Don’t sit on your innovation. The more options you bring your customers, the more they will see you as something more than a “supplier.”
  • Never let your marketing and innovation tools get rusty; hone them. Keep investigating the new tools, but also don’t become enamored with the next new thing unless you can define the new benefit.

Most importantly, ensure you are managing all the elements of your marketing mix, those 5 Ps (Product, Promotion, Place, Price, and People). Keep them additive and interdependent. Never change one without knowing the impact of the others. Don’t raise prices alone just because you think you can.

Want to read more about how we help businesses find the roadmap to success? Learn more about Market Driven Innovation, or read our other blog posts on innovation.

About the Author

Ronald E. SullivanRon Sullivan is a Senior Partner at Breakthrough Marketing Technology. He has worked with many businesses on innovation, new product development processes, strategy, building new business models, channels and distribution, and pricing optimization. He has significant expertise in study design, data analysis, and market intelligence.


Leave a comment

This site uses Akismet to reduce spam. Learn how your comment data is processed.