What is Innovation Marketing?
Innovation Marketing is in the most challenging marketing quadrant and the smallest product life-cycle phase. Unfortunately, 100% of a startup’s opportunity comes from selling a new product to customers who have never heard of you. If the 1% response from that combination was not bad enough, you are selling an unstable MVP, and the development team is busy working on the commercial-quality version. Innovation marketing is by design the toughest of the tough.
Why would any rational person want to do this? The answer is they wouldn’t because a rational person would want to skip this step, but here’s the reality. The early adopters will not engage without seeing the innovator’s buy-in, and the majority market will not engage without the early adopters. It’s just the way it works. In marketing, the prior phase provides the social proof for the next.
Our beliefs
Our strategy for selling to Innovators is relational marketing with a highly personalized nurturing market path. This strategy builds relationships that set your business up for reaching the critical tipping point in the early majority market. We do not believe in or practice transactional marketing strategies.
We are not like other agencies because we are a partner, not a vendor. A large percentage of our upside is equity, not cash, which is why we are picky about the clients we work with. We will not take a client that we do not believe in the vision and team.
If this short introduction fits your strategy, let’s get to know each other.
