Tips for Successful Marketing Programs When You Can’t Name Names

It’s one of the most common marketing challenges. You want to promote all of the innovative ways you are working with your customers – you want to name drop – but you can’t. Although in a perfect world we always want to reference specific customers and incorporate them into initiatives, there are many marketing programs that are effective even when you can’t name names.

Get Creative with Collateral and Materials
Sometimes a picture really is worth a thousand words. Lookbooks became a popular tool for the fashion industry as a way to show the latest in haute couture, but they have become a unique and creative way to share information about business offerings as well. Take advantage of these and other ways to visually share your story, such as short videos or illustrations that demonstrate your product’s strengths. If visuals aren’t a natural fit for your solution, try using relevant statistics to get graphic via tip sheets and infographics.

Align with the Right Partners
Sometimes the company you keep is as important as who you are. Aligning yourself with known industry experts can go a long way. Got big name partners? Be sure to make the most of them. Host events together at an industry tradeshow or in a target city, present joint webinars, or write guest blog posts for their website. In short, do what you can to make sure others see that you are in with the right crowd.

Let Analysts Do Your Talking
Even if the analysts aren’t touting your product specifically, you can still benefit from research and reports that support your message. Most analysts offer sponsorships such as webinars or tailored reports where you can add your own introduction and logo and then promote them via your website or email campaigns. Just keep in mind that all of these sponsorships will cost you, but depending on what you are trying to achieve, the results could be well worth the price.

Be the Expert
At the end of the day, your prospects want to be educated. What are the latest insights or strategies? Share tips and best practices to position yourself as a thought leader. Encourage your leadership team to get social through targeted LinkedIn groups, Twitter and other forums where they can offer advice and become a resource for others. Send regular newsletters that provide a healthy mix of best practices and tips as well as news about your company. Getting ready for an upcoming trade show? Speaking at a conference? Use your newsletter to underscore the fact that you will be at prominent industry events.

Develop Use Cases
Last but not least, don’t forget the power of use cases. Instead of a specific customer name, focus on the characteristics of the company, such as size or industry, when you tell the story so your prospects can still identify with your example. Is there something unique about the way one of your customers is using your solution? If so, make that the theme. Even without a named customer, you can still tell a comprehensive story by focusing on how your product or solution can help companies achieve their goals.

Don’t let a lack of customer references prevent you from marketing. Do a great job getting the word out and the customer references will come!