When I was in college, smartboards were in every classroom. But how did Calgary-based Smart Technologies, creator of these “fancy chalkboards,” penetrate the market? What marketing strategy led to such a ubiquitous domination of the education market?
I spoke to Jeff Lowe, CMO of Smart Technologies, who laid down the marketing strategy the company used to become a force in the education industry--and in the collaboration market, in general.
“The way students learn has fundamentally changed in the past 10 or 20 years. It’s much more about student-based learning and how a [business] keeps up with that,” said Lowe, who, along with his company, is featured in the CEB’s recent book “The Challenger Customer: Selling to the Hidden Influencer Who Can Multiply Your Results.”
This drove him to focus on developing a customer advisory board to help shape the strategy.
“It all starts with setting out a strategy and having some documented goals and objectives of what you’d like to get out of an advocacy group ... how might you measure success and what are the ways you might use advocacy?” Lowe said. “Like everything thing else, starting with a plan.”
Highlights from our conversation also include:
- Evolving with mobile and the Internet of Things (2:15)
- Solidifying your value proposition (5:15)
- Establishing a customer advisory board (8:15)
- Building your go-to-market strategy (15:00)
- Effectively putting data into the hands of sales (22:45)