Entries by Valerie Driessen


Positioning: Dare to Differentiate

Most of us occasionally suffer from “following the herd” mentality, but effective positioning requires companies to deviate from the norm and establish their own unique position. When formulating a positioning statement, the statement should (1) clearly articulate the company’s understanding of market needs, and (2) present a defendable value proposition that is meaningful to target […]

Inside with an IT Guy

Aaron Hampton is the Regional IS Manager for Northern Tool + Equipment and co-founder of enDevelopment LLC, the makers of CommonCents personal finance software. My time is like yours – valuable. And what I’m going to share is valuable to you as a marketing or sales professional. Why? Because if I’m not the one pulling […]

Is it Time to Get Real with Your Marketing?

Like many of my fellow marketers, I am by nature a rose-colored glasses kind of person. I can put a positive spin on just about anything. And if an overly complex product gets labeled “feature rich,” I’m okay with it. It is like real estate listings where a small house is dubbed “charming” and a […]

The Value of Claiming A Niche

I have a dear friend whose personal hallmark is, “I’m not for everyone.” She typically makes the statement right up front as a disclaimer when she meets new people. And she is right. She is a strange mix of business savvy sales person, think Ivonka Trump, combined with the unplugged and raw style of comedian […]

Some of My Best Friends are PR Weasels

We’ve asked Robert Mullins, a veteran technology journalist who has written for high-profile publications like Silicon Valley Business Journal and Network World to be a guest contributor for the Attain Marketing blog. We think there’s real value for our readers to hear about PR trends and “in the trenches” stories from the media’s perspective. And, […]

Making the Sale: Credibility Counts

Early stage companies face challenges on all fronts, but establishing credibility with mainstream buyers is often one of the biggest marketing hurdles. A press release claiming market leadership and marketing materials chock full of tidbits about your product benefits and expected ROI may help initiate conversations, but they won’t close deals. For products and services […]

It’s a Video Revolution

People respond to visual communications – a picture paints 1,000 words, as they say. In the past two years online video has transformed the communications landscape for businesses – and now the video revolution is fully underway. Chew on these numbers a bit if you’re still not convinced that video is a powerful medium: 52% […]

Speak the Language of Customers

To effectively market a new product, you must be able to name it and frame it in terms that resonate with your target audience. Potential customers will not buy what they cannot name or understand. All too often we see technology vendors define their positioning behind closed doors, then cross their fingers and hope the […]