Tuesday, November 9, 2021

Juniper's marketing lags its technology

Like a lot of other people, I remember the Juniper ads of decades ago that used cartoons to poke fun at competitors. It was in-your-face marketing, and it seemed to pay off for Juniper in visibility.

Then they got quiet, and while Juniper continued to innovate at the product level, they didn’t make news like they used to. Then they held their Nov. 2 analyst event, and they got in their competitors’ faces again. Why, and how?

The why is related to a principle of marketing I’ve talked about for decades: trajectory management. All sales processes these days aim at converting “suspects” into “customers” through a series of steps. First you get mentioned in tech news articles and analyst briefs. Second, those who see those mentions go to your website for more information, which leads them to the third step—a request to talk to a salesperson. In-your-face marketing gets good ink, and Juniper got more coverage of its event than it’s gotten for anything else in years.

To read this article in full, please click here

Thanks to Tom Nolle (see source)

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