Mark McDonnell

Background

About Mark McDonnell

I help technology companies get through to their customers. Most technology companies still do push marketing – pushing their solutions and services on the customer, shouting about their benefits, hoping it’ll stick. But it doesn’t wash with customers, it just creates undifferentiating noise. Decision makers and influencers buy things because they have challenges. They want to do something with their business, but something’s getting in the way. They buy when they see how a solution or service solves their problem. I help tech companies show (not tell) their customers that they understand their challenges and explain – in plain English, not technobabble – how they can help the customer solve their problem. This approach reveals the value the customer can get from the technology company and getting that ’value proposition’ across is what makes them buy. I do a lot of this kind of work for global technology companies that work in partnership with each other, running workshops to create a joint value proposition and then creating all the content to convey that message to customers. Generally I work through marketing agencies like Coterie and Marketing in a Box, but I'm also happy to contract with corporations directly.