You can’t be everything to everyone. If you try, you ultimately become invisible. This is why Digital Kungfu has taken the decision to focus exclusively on the technology sector, helping technology clients share their stories with their customers in a fast, effective and affordable way.
“Last year, Digital Kungfu was positioned as a storytelling production company for any client who wanted help telling their brand or product stories to their customers,” says Matt Brown, founder and CEO of Digital Kungfu. “By the end of the year however, 90% of our client portfolio was technology companies. We realised that what makes us different is that we are built to solve a specific problem that technology companies have and which traditional agencies are not designed to solve,” says Brown. “We are a purpose-built lead generation company that combines storytelling, branded content and agile marketing to maximise share and leads for our clients. This is particularly suited to technology companies, who need to work with partners who understand what they do, are able to distil complex solutions into compelling stories that resonate with customers and are quick to market.” The opposite of an agency
Niching down has given Digital Kungfu the opportunity to deliver a purpose-built proposition designed specifically for the technology sector. “In many respects, we are the opposite of an agency,” says Brown. “We don’t take briefs from our clients and we don’t sell time; we only sell activities or creative outputs. We realised that technology businesses don’t want to baby sit an agency and they want to get into market in days not months. Our agile marketing process helps them do that and speaks their language.”
As a result of this shift in focus, within six months Digital Kungfu has quadrupled in size and has worked with some of the biggest brand names in technology, including Microsoft, First Distribution, ForwardLane (New York), Cradle Technologies, Granite Warehouse Management Solutions, and the Microsoft Partner Network and its network of resellers. Hardwired to respond to stories
“Software vendors, distributors and resellers of software products have a big challenge on their plates: Namely how to shorten the time it takes for their target customers to understand the value of the products and services they are selling and why the customer should buy from them and not one of their competitors.”
According to Brown, this is where positioning comes into play. “Positioning is about framing your scarcity and dictating your value. But positioning alone isn’t enough anymore. Today, it’s about taking a new positioning, product and message to market quickly, effectively and affordably,” he says.
“It’s about getting your story in front of the right people, on relevant channels, and in a persistent fashion. Using storytelling techniques effectively shortens the time it takes for your target customer to understand the value of what you do as a business and why they need to buy from you and not your competition. That’s what generates leads and maximises market share for our clients.
“We understand the importance of telling a story, instead of more traditional marketing and advertising campaigns that focus on features and benefits, particularly in the technology space,” says Brown.
“Take the cloud services space for example. There are thousands of software resellers offering similar or even the same products to SMEs. When your market is flooded with competing messages, breaking through the clutter of competitor noise is not a nice-to-have, it’s a requirement.
“As people, we are hardwired for stories from a very young age. As we move into professional and B2B markets, we are constantly on the lookout for stories that reflect our own unique challenges and perspectives. When we find them, we can’t help but see ourselves in those stories, which is why we resonate more with some brands than others. People do business with people. They make decisions based on trust. That’s the power of storytelling.”Download
the full white paper “Inside B2B Lead Generation 2019”, researched and produced by Digital Kungfu, a purpose-built lead generation company for tech businesses.
The report reveals the following findings:
The three proven methods that are delivering real results for lead generation for technology businesses (software vendors, distributors and resellers):
- The value of niching down and how to maximise fresh and qualified leads in any technology sector and for any product.
- The biggest mistake that most technology companies make and that hinders your ability to generate leads.
- The one strategy borrowed from agile software development that is crushing it in lead generation.
- The single most important step to take when competing for leads against stiff competition.
- Why talking features and benefits no longer works for lead generation.
- The three critical elements to consider before launching a lead generation campaign.
- And much, much more!