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Making the Most of Compliance
Are you seizing all the marketing opportunities that compliance presents?

September 11, 2001, and the Enron scandal put compliance at the top of the agenda in virtually every industry. Not surprisingly, high-tech marketers continue leveraging the sales opportunities associated with compliance requirements.

Most likely, your own marketing plan includes strategies and tactics about compliance—specifically, how your company’s offerings can help customers and prospects address regulatory challenges within their organizations.

Launch International has a great deal of experience helping our clients market themselves as compliance experts through carefully crafted messages and targeted solution marketing. But we view those activities as just one of three major roles that you—and any high-tech marketing department—should play in the compliance arena.

In fact, we view compliance as a three-part opportunity:

1. Marketing compliance solutions—showing prospects and customers how your products, services, and solutions can help them address regulatory requirements. Have you produced consistently high-quality thought leadership pieces demonstrating your expertise on compliance? Have you clearly explained to customers how your offerings can help them accelerate compliance?
2. Marketing in a compliant manner—ensuring that your strategies and tactics are aligned with your company’s compliance posture. Have you forged a solid working relationship with the compliance manager/department in your company? Do you approach marketing projects—particularly demand-generation campaigns—with a compliance mindset?
3. Marketing your company’s own compliance—using your organization’s compliance posture as a competitive differentiator. Have you proactively informed customers and prospects about your company’s compliance program—especially in the area of information security?

Compliance isn’t trivial in importance or complexity. In fact, for many marketers, it’s a challenging and overwhelming topic. But don’t shy away from it. Get informed, get involved, and get to work. The opportunities are too good to pass up.

If you’d like to chat more about the roles marketing should play in compliance, contact us at info@launchintl.com.