Differentiate or die: Your survival guide to make it in a saturated technology market

Now more than ever, it’s not enough to build the perfect product. That’s not to say that specs aren’t important – they are. But in an increasingly competitive marketplace where global players can reach into your backyard, differentiation is the key to survival. To stay standing, you have to stand apart from the crowd.
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Andrew Stanten is the president and founder of Altitude Marketing, an integrated marketing agency that serves technology-oriented B2B companies from Silicon Valley to Switzerland, New York and the Netherlands.

Since its 2004 inception, Altitude has helped dozens of B2B tech companies hone their marketing strategies, raise brand awareness, improve qualified lead generation and, in some cases, reach their exit strategy goals of acquisition.

Prior to launching Altitude, Stanten spent 15 years bringing successful marketing, public relations and leading-edge business development strategies to life for businesses big and small, international and local, including Lehigh University and such internationally known Rodale Inc. brands as Organic Gardening, Bicycling and Backpacker magazines.

Stanten also provides an abundance of pro-bono services to his community and previously served on the board of directors of Easter Seals Eastern Pennsylvania. Currently, he sits on the board of directors of Rising Tide Community Loan Fund.

In addition, Stanten teaches a marketing basics course every semester for the Small Business Development Center at Lehigh University.

Stanten holds an MBA from Lehigh University and an undergraduate degree in communications management from Syracuse University.

The opinions expressed in this blog are those of Andrew Stanten and do not necessarily represent those of IDG Communications Inc. or its parent, subsidiary or affiliated companies.