Making the pivot upmarket with ScreenCloud’s Mark McDermott
This week on How to Win: Mark McDermott, co-founder and CEO of ScreenCloud, a global digital signage platform helping businesses communicate with their staff and customers using screens. We hear from Mark about why ScreenCloud is looking out-of-market for their biggest expansion opportunities and how they’ve differentiated themselves from their low-cost competitors by moving upmarket and focusing on enterprise business. I add my thoughts on educating customers when creating a category, why strategic pivots can be huge opportunities for your business, and how low-cost copycats could upgrade their messaging to claim a larger share of the market.
Key Points:
- How ScreenCloud came to be (01:11)
- Mark describes the early competitive landscape of digital signage (03:07)
- My opinion on how low-cost copycats could improve their messaging (04:33)
- I explain why becoming irrelevant is a bigger risk than making a mistake (07:10)
- ScreenCloud’s approach to content marketing (08:11)
- My thoughts on why evangelizing category over product in a new category can help you win (09:10)
- Why Mark knew moving upmarket was the right move for ScreenCloud (12:38)
- I address the advantages of strategic pivots (14:09)
- Mark goes through ScreenCloud’s acquisition channels (17:02)
- Mark explains the moats ScreenCloud is relying on to stay competitive (19:52)
- I unpack why brand marketing is importing for targeting out-of-market customers (21:58)
- Mark predicts what consumer behavior will look like in 10 years (26:13)
- Wrap up (27:57)
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