The Right Way to Market Technology Services Listen as Laurie Young talks about his new book, Marketing Technology as a Service: Proven Techniques that Create Value, which he co-wrote with Bev Burgess. >> Listen to the Interview

Editor's note: This article was originally published by the Information Technology Services Marketing Association (ITSMA). Visit ITSMA's website to read more articles on marketing technology services.

Many B2B companies do not take a thoughtful approach to innovation—especially when it comes to services.

There are well-defined processes for new product development. We need to apply the same rigor to new service development. There is no reason why the services of B2B companies, from computer maintenance to electric utilities, should not be as enticing, distinctive, and profitable as those offered by companies like Disney or Virgin Airways.

Innovation Needs a Process

A process for what we call New Service Design (NSD) is especially important for commoditized services to slow profit erosion. It allows marketers to create a new perception of value for the core service. They can create different versions of the core service for different segments of buyers and introduce innovations, both large and small, that enhance the existing service and improve its perceived value over time.

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