Selling digital products to marketers can be a challenge. It seems easy, of course. Vendors or publishers have an audience and mechanisms to reach them. Some of them good mechanisms. Some … not as good.

The challenge is that the audience changes constantly and the mechanisms should be changing just as rapidly, if not faster. But the communication about the audience and the mechanisms tend to look the same year after year and vendor after vendor. It does seem like there’s one template everyone uses.

These pitch documents or RFP response documents need to filter through the same filter we recommend for our own creative. Think about the audience. What will get marketers to engage? Then, think about what’s unique about the offering. Tell me why your tools are better than the 150 others who do it. And don’t tell me what your executive group wants you to say. Tell me what will help my client or my product.

Selling Digital Products to Marketers