Marketing Superstars: A CMO’s Smart Guide To Cracking Education
When our podcast host was in college, smartboards were in every classroom. But what marketing strategy led to such a ubiquitous domination of the education market—and beyond? Jeff Lowe, CMO of Smart Technologies, explains.
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)