Digital Marketing Company Names

B2B Marketing Fundamentals Redux

hello my name is ... artificial intelligence
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It is difficult to get a correct product or company name and description. I’ve written about this before, but the recent frustration with trying to categorize products made me think it’s a topic worth revisiting.

what’s in a name?

I have simple rules for naming a product or company: Find a name that’s easy to spell, easy to pronounce, and doesn’t mean something offensive in another language. If you can get the URL and social media handles for the name, you’re done.

Simple, isn’t it? apparently not. I see a lot of companies trying to be very smart – they take simple names or words and then rebuild them in a way that no one will remember or be able to spell them. Random name generators and online brand websites that sell names and logos can be helpful but also add to the problem. If a potential customer can’t spell out your company name when typing in the search bar or recognize it when they see it due to strange pronunciations, you are putting up barriers to discovery.

Here are some of the company names currently on sale. How many of these do you think you’d spell correctly if you just heard the name? If you want to have some fun, hop on a call with a friend, read them the list and see how many they can spell (assuming you can figure out how they are pronounced). I’ve pulled these from SquadHelp and in all fairness, they also have some great names for sale if you want to go that route.

Company names are for sale

Related article: B2B Customer Experience Basics: Describe Your Product

And now for the product description and company…

Writing a product or company description is not difficult. The potential customer wants to know what you do, where they fit into the bigger picture, what they can do with your product, and the benefits they will get by using your product.

My approach to product and company descriptions is a short “MadLibs” exercise that I’ve shared before in this column:

Start by filling in the blanks in this paragraph:

the [COMPANY] [PRODUCT NAME] he [PRODUCT CATEGORY] who – which [ADD VERB e.g. enables] [CUSTOMER DESCRIPTION] to [DO WHAT]. Utilization [PRODUCT NAME]Customers can [LIST KEY THINGS CUSTOMERS CAN DO]. Benefits of using files [PRODUCT NAME] Include: [LIST BENEFITS].

Again, you think this is simple, right? And again you will be wrong. Let’s start with the product category. Most products fit neatly into an already defined product category. The first thing a potential customer will do when searching for a product is to type in the product category in the search bar. So why do many companies neglect to define their product category in the opening sentence of their product and company description or try to craft something new and creative?

Here are some examples of head scratching. I’m pretty sure no one has typed these labels into the search:

  1. Company A People-Based Insights Platform that makes market research easy.”
  2. Company B is One integrated platform for smart data services that enables organizations to simplify and proactively manage the complexity of enterprise data, accelerate growth and help ensure the fundamental integrity of their business. ”
  3. Company C “A One secure platform running on the cloud that enables companies to bring together all of their experience data – what their customers and employees tell them about the company and the brand – and analyze it and take action with ease.”
  4. Company D “A Direct interaction and monetization A toolbox that allows users to humanize digital events, visualize the audience and hear the noise of the audience.”

Compare with the simple and clear examples below:

  1. PurePredict is a Predictive Analytics A solution that collects and analyzes three layers of intent data – connection-level intent, industry-wide consumption trends, and company-wide social media intent triggers, to provide users with more accurate market buying predictions. “
  2. Postal default events are a default event planning A platform where clients can reserve talent from hundreds of options, manage the invitation and registration process, and turn on automatic dispatch of audience event groups.”
  3. TeamSuccess B2B customer success The software enables teams to easily monitor, automate and streamline customer lifecycles, create more selling opportunities, reduce disruption risk, and ensure profits also grow as customer relationships grow.”
  4. “Privacy lens is a Privacy Analytics & Measurement A tool for digital advertising.
  5. BasicOps is a program productivity platform It allows you to start a project, create a to-do list, assign team members, view your schedule, and check your feed. This comprehensive teamwork tool improves communication and productivity by eliminating redundant apps, emails, and meetings. Spend less time managing and more time working.”
  6. “Glow is podcast monetization The platform that enables podcasters to create membership programs and generate listener-supported revenue.”
  7. “Piktostory is a video editing The platform that enables users to turn long videos into small clips that are ready to be shared on social media channels.”

Related article: Forget VoC: Where Does Your Brand Vote?

Beware of marketing jargon

Next is a tendency to add newer terms. At the moment, the most commonly used term is ‘AI’. Trust me. At the point of discovery, the potential customer doesn’t care how the magic is presented, they just want to know what the magic is.

Some examples where removing AI does not negatively affect the description and, in most cases, would improve the description:

  1. Company 1 “a Pre-configured display powered by AI It helps colleges and universities reach, interact with and listen to their communities via digital channels.” – Category not found here.
  2. Company 2 “a Intelligent Artificial Intelligence A transcription and commenting site that provides solutions tailored to your industry needs.” – Eliminating intelligent AI and focusing better on the end of the sentence would improve this dramatically.
  3. Company 3 is a group of AI-powered customer support solutions Streamlines self-service and simplifies the solution journey not only for customers looking for information on a business website, but also for customer support agents looking for information in their internal portals while guiding customers through troubleshooting. Personally, I would call this a knowledge base optimization platform.
  4. 4″ companyTo the Our customer service automation solution enables support teams to achieve a fully automated ticketing solution from start to finish through the combined power of natural language processing and machine learning. Is automation really the support value here? This says nothing about the benefits of having an automated system.

Finally, after someone in marketing writes a description, groupthink tends to take over. When this happens, it results in word-filling where possible to “strengthen” (a.k.a. confusing) the description.

For example: “Company.ai is a file Fully automated, powered by artificial intelligence A conversational marketing platform that enables purposeful and intelligent conversations between businesses and their customers.” I would like to prove that a simpler description would be more powerful: “Company.ai is a conversational marketing platform that enables meaningful and intelligent conversations between businesses and their customers.”

Another example: “The company approval manager is Easy to use tool Allows you to control user consent and cookies on your website while giving your visitors an accessible, trustworthy and easy-to-use experience.” Alternative: “Company Consent Manager is a consent management tool that allows you to control user consent and cookies on your website.” while giving your visitors an accessible, trustworthy and easy-to-use experience.”

And another: “The product is a rich in data A webinar software platform that helps users create and deliver engaging audience experiences through live, simulated, or on-demand webinars that engage digital and personal audiences and accelerate content consumption and purchase journeys. Ditch Rich Data (Do you miss it?): “A product is a web-based software platform that helps users create and deliver engaging audience experiences through live, simulated, or on-demand webinars that engage digital and in-person audiences and accelerate content consumption and purchase journeys.”

The above examples may seem difficult but it is very easy to veer into the incomprehensible. I’d like to challenge you to tell me what this company does: “The digital marketing software platform offers a suite of white label marketing tools that can help you add a new offering to your toolkit, expand your services, or help your in-house team reach a new audience.”

Related article: A recipe for building brand value in an age of turmoil

When you get it right!

Recently, a friend and colleague of mine, Michael Welts, who happens to be a brilliant out-of-the-box marketer, was able to list his company as a question on the Jeopardy board.

His company: Wasabi

Category: cloud storage

Wasabi cloud storage

Without a simple product description this would not have been possible. What a win for brand awareness! Oh, and I’ll give him permission to use “World’s Hottest” because after all, he’s Jeopardy.

Anita Briarton is Founder/CEO and Co-CEO of CabinetM, a marketing technology discovery and management platform that helps marketing teams manage the technology they have, and find the technology they need. Anita is a longtime emerging technology marketing firm with a wealth of leadership in marketing programs through the early stages of startup through to IPO and acquisition.

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