Clemmie begins final phase of product development to empower informed selling

News, Press Release, Startup, Technology | No Comments

Clemmie, the personalised marketing and intuitive analytics platform, is taking a brief hiatus to upgrade its features and develop even more effective sales solutions. After a hugely successful Beta testing phase, Clemmie is taking some time to compile the feedback from our first six months of pioneering sales enablement into the latest Clemmie application. Sadly, that means our usual services won’t be available until the release of the new platform.

There’s no need to worry, however. Clemmie will return soon with a whole new range of features and functionality to enable total sales enablement and give your content the most adaptable, intuitive platform around. Our new services will make it even easier to store, distribute and track your content. The Clemmie platform is becoming even more versatile and our new features will give you absolute control over the sales process from start to finish. In short, it’s going to be worth the wait!

If you haven’t already signed up to Clemmie, it’s not too late. Just pop your details into the contact page and we’ll keep you informed about all the latest developments, give you front-row access to the launch of the new Clemmie app and let you in on all the latest offers as soon as they’re available. Sign up now, take total control of your content and gain the customer insights that drive real sales.

See you real soon!

The Clemmie team

Disruption marketing

5 things your startup needs to focus on above disruption marketing

Feature, Marketing, Startup | No Comments

Of all the industries thriving under the tech revolution, marketing seems to be the most prone to embracing new buzzwords. This wouldn’t be such a problem but marketers seem predisposed to overusing and oversimplifying these words to suit their own ends. Of all the buzzwords currently floating around the martech atmosphere right now, none are as trite and tired as ‘disruption marketing’.

Although technically a business model, not a marketing approach, disruption marketing has been held up as the secret ingredient to rapid business success. Startups everywhere are proudly proclaiming themselves as the next big disruption to the status quo, despite not really understanding the criteria for something to be ‘disruptive’. In fact, any company can be disruptive. Being truly disruptive requires more than just an innovative idea. It involves applying the same fundamentals of business used by others, in a more dynamic way.

What is disruptive marketing?

In the interest of clarification, let’s lay out exactly what disruptive marketing is. The standard definition can be traced back to ‘disruptive innovation’, a term put forward by Clay Christensen, the author of ‘The Innovator’s Dilemma.’ In it, Christensen explains ‘disruptive innovation’ is the process by which large, established companies are caught out by small, agile startups.

Often these startups will be described as “operating on a different wavelength” because they have eschewed traditional working practices in favour of a more unorthodox approach. The problem today is, too many startups equate the unconventional with successful market disruption. So instead, we’ve compiled a list of five things your startup should aim to do that will, in turn, give you a disruptive edge over the competition.

Disruption marketing

Understand your customer

This sounds like an obvious requirement, and it is. Companies far and wide, however, are failing to respond to this most pressing need. It doesn’t matter if you’re a large tech startup based in Silicon Valley or a small delivery startup in Sydney, you have to have a clear image of your client and their needs. Ask yourself, what could you offer that would tempt them away from your competitors?

Communicate with your customers regularly. If you don’t maintain contact with your customer, you can’t truly understand them, making it harder to evolve your model around their needs.

Every technology is disruptive in some way, and to produce anything other than an exact replica is to disrupt in some sense. By endeavouring to understand your client-base better, you can begin to spot the pitfalls of others and act on them. Uber was based on the age-old idea that people need hired-transport, but it eschewed the unpredictability of hailing a cab, allowed drivers to use their own cars and side-stepped the decreasing relevance of physical currency. In doing so, they disrupted the market while building on the same principals of previous public transport models.

disruption marketing

Refine your process

Disruptive marketing is misleading for a number of reasons, not least because it leads CEO’s to think they have to create a new technology, model or approach from scratch. Companies like Uber and AirBnB were based on age-old concepts. The only real ‘disruptive element’ was in the way they took an established concept and simplified it. They didn’t reinvent the wheel, they refined it for a new generation.

Ensuring the UI for your software is accessible and clean will keep clients coming back for more, while a simple sign up and implementation process will streamline the sales funnel between lead and customer. No company starts out with the perfect process. Business models have to be optimised according to the consumer, the cultural environment and other, ever-changing factors.

That’s why it’s essential to keep your model fluid.  Trial different marketing approaches, technologies and channels to see which work best for your brand. Experiment with measurable goals, incorporating data-harvesting tools to gain quantifiable results – measuring success rates is always easier when you quantify them. You may never find the perfect formula, but that shouldn’t stop you from striving to improve your model.

Marketing your startup

Adapt your model

As Jill Lepore explained in an article for the New Yorker “Disruption…despite its futurism, is atavistic. It’s a theory of history founded on a profound anxiety about financial collapse, an apocalyptic fear of global devastation, and shaky evidence.” Disruption is an inevitable part of business, and, on a grander scale, society, and to try to wilfully harness it is to ignore the obvious – you can’t own evolution. You can only hope to spot the surge and ride the wave.

Our mobile phones, the internet and, before that, TV and cinema, were all disrupters. They changed the way we eat, sleep, socialise and entertain ourselves, but they were the result of thousands, even millions of minds coming together to advance existing technologies.

As W. Chan Kim and Renee Mauborgne pointed out in their 2005 book Blue Ocean Strategy, existing firms already have an advantage in disruption. Because they have already gained a foothold in the market, they are better seated to identify and exploit ‘blue oceans’ – markets new to both customers and competitors.

Reinvent your startup business model

Find your niche

What do you offer that nobody else can? Identifying your USP is the closest you’ll get to consciously developing a disruptive marketing strategy, but it’s nothing new. Every business strives to stand out and convey why it’s the optimum choice for consumers.

To really make a mark on an industry you must identify your USP and justify its presence in the market by tackling the shortcomings of your competitors. Responding to market demand and anticipating market demand are very different. If your marketing processes are largely reactionary, responding to client needs when they arise, how can you expect to get ahead of the competition?

Tools like Google AdWords’ Keyword Planner provide insights into industry hot topics, but they can also point to upcoming market trends. Track keywords that you feel are most relevant to your company and try to spot recurring themes. Keywords like ‘inbound marketing’, ‘eCommerce’ and ‘custom marketing platform’ have only recently become popular searchable terms, but they could point to the next big thing. Use these as a means of guiding where you position your startup in the market, and how you reach out to new leads.

How to disrupt innovation in business

Maintain a strong social presence

Use the right channels, make sure your content is relevant for your audience. Your social content has to give clients valuable information whilst cultivating a consistent brand message. Of course, disruptive marketing stems from the unexpected. Be willing to step outside of the boundaries and apply a unique approach, but first, you must understand the boundaries.

Draw up a profile of your customer base and build your content around what you know appeals to them. This refers not just to the subject of the content, but the language with which it’s written, the images you use and the times you choose to communicate your message. Your social presence is the first port of call for many prospective leads, so it’s vital you establish your corporate character here, and ensure it’s consistent across all channels.

Disruption marketing through social media

By all means, study the business behaviours of other startups – after all, marketing and business are ever-changing concepts that could always do with being further refined. But trying to emulate the success of other companies by replicating their process will never result in the same triumph. As Abby Ross said in a recent Forbes article, “we need to empower, not disrupt.” To be truly innovative, you must first understand the tried and tested methods of operating and improve upon them. Quirky business practices might disrupt an industry, but it takes real business acumen to change an industry forever.

Cloud storage for startups

Why working remotely in the Cloud is the best way to grow your startup

Cloud computing, Feature, Startup, Technology | No Comments

Technology; can’t live with it, can’t live without it, amiright? Our dependence on technology is at peak levels, but this isn’t necessarily a bad thing. In fact, if you’ve recently launched, or are considering launching, your own startup, the growth of digital technology will likely be the backbone of your fledgeling business. In the US, startups generated around $50bn in revenue last year, with that number increasing year on year.

As the internet bridges geographic divides and smashes cultural boundaries, the concepts of modern business are undergoing a rapid transformation. For startups, it means the company office is now no longer a physical space, but a digital centre around which the best staff in the world can work. With the aid of the Cloud, there really is no limit to the size and scale a new company can achieve.

Enable a remote workforce

It’s now possible to run a company with no two colleagues living in the same country. Running your startup remotely in the Cloud can also help you establish a sustainable business without the immediate access to cash enjoyed by established companies. In fact, by creating a business that functions in this way, you can enjoy a number of advantages over traditional businesses. Because everything is based in the Cloud, you don’t have to hire staff based on their geographic proximity. Instead, you can hire the best people for your startup from all across the world. This method has the added bonus of enticing fresh talent with the promise of being able to work without having to relocate, and without the dated notion of being tied to an office.

Cloud storage for startups

Stay on track, wherever you are

With the chance to work remotely comes the potential for a more unfettered flow of ideas. New ideas are the cornerstones for keeping any business fresh, and the absence of office politics can allow new concepts to thrive. For exactly the same reason the internet can be a pit of acrimony and mass generalisations, it can also be a great place for new ideas. The perceived anonymity of sharing your thoughts from a keyboard can give people the confidence to pitch ideas they would be too afraid to shout out in the boardroom.

Using the Cloud in conjunction with a messaging platform like Slack or the newly announced Google Spaces can create a digital office, boardroom, and watercooler, meaning staff can openly discuss new concepts without the fear of being shouted down and derided.

Make the time difference work for you

At first, having your team spread across the globe can seem like a daunting prospect, but it can also play to your advantage. With good organisation and a diverse workforce, a startup with staff based around the globe can truly thrive. Say for example your marketing team is based in Europe while your engineers are based out in East Asia. In just 24 hours, your marketing team can come up with a solid implementation plan for your new campaign, then your engineers in Asia can put it into action while the Western world sleeps.

With a startup, aspects of the business will inevitably involve a trial and error approach, so draw up a timetable that takes these time differences into account and see what works best for you.

Cloud storage for startups

Never lose material again

Technology has given us all sorts of marvels, but it’s also given us a whole new set of headaches. Perhaps the most infuriating feature of the modern computer is its ability to turn off, shut down or completely fail at the moment you need it most. Anyone who has been racing a deadline only to see their entire workload disappear down the digital plughole can tell you how exasperating this is, but the Cloud can make lost work a frustration of the past.

Used to be that when a computer broke down and the work stored on it hadn’t been backed up, you had little chance of ever seeing it again. But by keeping all your startup work on the Cloud, you can access your material from anywhere in the world, on any device. This also means that even if you can’t gain access to your account, a trusted colleague can keep your business on track until you’re back in the game.

Save money on office space

When first developing your startup, you could be forgiven for neglecting to consider just where the business will be based. After all, plenty of startups have grown out of countless nights working away at a laptop in living rooms, bedrooms, cafes and even garages. But as your business grows, so will your workforce. Most people would look to find a space when they’ve found their feet and have regular revenue coming in, but even this can have a dramatic effect on your business model.

Working in the Cloud means you can run a successful business without ever having to buy office space, as your colleagues can be based anywhere in the world. If you feel a communal workspace would be beneficial, you can still choose to rent. With all work stored in the Cloud, however, you’re free to create an office according to how your staff works best. An office using the Cloud for their central storage system can create a space that encourages creativity and challenges the restricting notion of individual desk space.

Cloud storage for startups

Communicate and share material intelligently

Startups rely on a number of factors to really take off, but one of the key attributes has to be great communication. That’s why it’s so important the platform by which you communicate is reliable, simple and consistent. By using a software suite like Google Apps, you can share documents in real-time and ensure everyone works from the same page.

The Cloud gives workers the opportunity to collaborate in real-time on the same document rather than through the inefficient email attachment method. Collaborating through the traditional email method leads to a myriad of problems; documents can be lost, old copies mistaken for the latest version and endless email chains can suck the life from otherwise healthy projects.