Michael Wise says he’s selling a solution not a product, and this is essential to all aspects of marketing and the customer journey. 

As Director of Marketing & Strategy at Intelligent Contacts, a company that provides innovative cloud contact center communication, billing, and payment software for the healthcare and financial services industries, Michael focuses on brand management, lead-generation and strategy development for a technology product that can be difficult for clients to understand. 

So that’s why he tries to look at it from a different perspective, showing clients how to leverage their use of the latest in data management systems and machine learning to hook their own new clients. 

“The big thing is solution selling. We're not selling a product, we're selling a solution, so all of our communication is based on: ‘Hey, remember that problem that we both kind of identified that seemed to trigger some emotion in you that you want to get fixed immediately? Is that still a problem? We did agree that was something our solutions could fix.’,” Michael says. 

They try to look at these relationships more as partnerships, working alongside client companies to help them understand how to market their own products and services by showcasing the solutions Michael’s company offers. 

“We're saying not only will this help your business grow from today, but it'll help you get new business because you're now using the types of technology that are required to reel in the big fish.”

This episode is produced by New North. New North is a strategic B2B marketing agency specializing in working with tech companies. Going beyond conventional tactics, we craft a personalized marketing strategy, conduct research, lay a solid foundation, execute dynamic campaigns, and continuously refine our approach through analysis.

With New North, your small, scrappy marketing team transforms into a powerful growth engine, achieving your goals with less pressure and more precision.