Points of View

Vendors: It's time to cut the crap out of your marketing strategy


For too long, service providers have focused on being everything to everyone—refusing to retire legacy services while simultaneously claiming immediate expertise in this week’s crop of new and shiny technologies. But who can we trust to deliver the goods? Increasingly, we’re seeing a new breed of services firm that, in some cases, quite literally cuts out the crap and focuses on what they are uniquely positioned to deliver better than any of their competitors. The subsequent success of these firms reveals exactly why providers must stop hyping and instead focus on marketing what makes them stand out.


Nexient’s motto literally cuts out the crap—and it’s helping to bring in talent and win new clients


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