Using Inoculation in Your Marketing Materials

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“While we’re not the biggest player in our space, our customers tell us that they love working with us because of how often we release product updates, how much input they have into our roadmap, and the personal attention they get from our executives and support team.”



Objection: a competitor who always touts how feature-rich their solution is compared to yours

Inoculation narrative:

“You mentioned you were also looking at a solution from Company ABC. We see them in our deals from time to time and they have a very feature-rich solution. But many of the customers who evaluated both solutions and ultimately went with us tell us it was because they realized they wouldn’t end up using most of those features and preferred the simplicity and overall lower cost of our product.”



Note: since many of these objections may involve south africa telegram data preemptively addressing competitive threats, check out my post on how to talk about your competition.



Another great way of circumventing objections before they surface is by simply incorporating them into your website or marketing materials. For example, a simple FAQ (Frequently Asked Questions) section on your pricing page can help explain the difference between the various packages you offer and the type of customer that would be a better fit for one versus another. Many vendors also provide competitive feature comparisons on their websites to help prospective buyers understand the differences between their solutions and approaches and others in the market. While this is often self-serving (it’s still marketing after all) it can circumvent objections and plant competitive landmines in the mind of the customer.

One of the more clever implementations of inoculation marketing is how Salesforce puts an ROI calculator on its Dreamforce registration page. Dreamforce (now consistently the largest software tech conference in the world) attracts participants from all ranks within their audience’s organizations. And since the week-long event (often described as a cross between a conference and a rock concert) carries a substantial registration fee, attendees often get objections from within their own companies about the value of their participation. To circumvent these objections, Salesforce includes a sophisticated ROI calculator on the event registration site. This allows employees to showcase the value of the experience to their internal stakeholders (usually in the form of free consulting, knowledge application, and training acquired at the event) when the price tag is presented.