“Harness builds software for teams that build software,” says Scott Sanchez, CMO of Harness. Scott and his team recognize that software developers at larger companies spend an increasing amount of time doing everything but coding. Harness provides a series of end to end products which ensure that that coding is high quality and delivered quickly and securely. He explains the importance of positioning and individuating in an industry in which an increasing number of people are selling a similar product. A large part of setting your business apart is providing thoughtful, valuable content.
Scott explains what such content looks like across all aspects of the business, some of which might be surprising. He particularly focuses on organic social content, what this looks like and why many marketers get it wrong. Letting the audience see the human face of your company is a great way to connect, he explains.This is good news for those just starting out who can’t afford to pay for glossy marketing productions. It is also the best way to engage with software developers who are inherently marketing averse and skeptical of anything too polished.
Scott also considers the difference between sales and marketing, and how models like ChatGPT will affect his and other industries. He warns against the short-term thinking that many marketers (often inevitably) fall into. Learn why he declares Justin Welsh and Daniel Vassallo are two entrepreneurs to watch.
Quotes:
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“Marketing’s job, if done well, is to not be marketing. We are trying to help our customers get from point A to point B, whatever that is for them. And the more you can express that in terms of outcomes and value, the better job you’re doing.” ([3:36]-[3:56] | Scott)
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“A year from now, 18 months from now, what do you want your ideal customer to say this company, this product is the best in the world at?” ([16:18]-[16:29] | Scott)
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“I think authentic, valuable content, not marketing content, the way a lot of people would think about it, but truly authentic and valuable content is worth 100x its weight.” ([27:35]-[27:48] | Scott)
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“I do think too many marketers, not by choice…are forced into short term thinking…I think you get into that hamster wheel of catch up, on on goals. And you end up making poor choices as a result of not having options.” ([40:40]-[41:29] | Scott)
Connect with Brendan Dell:
LinkedIn: https://www.linkedin.com/in/brendandell/
YouTube: https://www.youtube.com/c/BrendanDell
Instagram: @thebrendandell
TikTok: @brendandell39
Buy a copy of Brendan’s Book, The 12 Immutable Laws of High-Impact Messaging: https://www.indiebound.org/book/9780578210926
Connect with Scott Sanchez:
LinkedIn: @scottsanchez
Twitter:@scottsanchez
Facebook:@scottsanchez
Instagram:@scottsanchez
TikTok: @:scottsanchez
Harness.io
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About the Author
Brendan Dell
Brendan Dell is an author and the founder of The Daily Creative. As a freelancer he's worked with clients like Expedia, Cvent, Panasonic, Brother, Windstream and 100+ more to build unignorable tech brands. At The Daily Creative, he shares advice and lessons to help freelancers level up.
