Q&A with CloudPOST’s Contributing Editor, Kathy Xu,
Hartland Ross, President of eBridge Marketing Solutions, is considered a pioneer in the online world. He has been working in the sales and marketing of web based technology companies for over 15 years, and has worked with over 200 web hosting companies providing business growth, marketing strategy, as well as industry direction recommendations.
In this CloudPOST Q&A, Mr. Ross discusses how eBridge Marketing Solutions works, what he believes is the greatest challenge in the cloud industry and the reason they will be at HostingCon Global 2017, which will take place between April 3-6 in Los Angeles.
CloudPOST, Kathy Xu (CP-KX) Question: Tell our readers about your company. What do you do and what problems are you attempting to solve?
Hartland Ross (eBridge Marketing Solutions-HR) Answer: eBridge Marketing Solutions is a B2B digital marketing agency specializing in working with the following types of technology companies: Web hosters, Managed Service Providers, IaaS, ISVs and IT Security firms. If you are a B2B technology company and any of the following challenges resonate with you, we can help you.
a) The cost to acquire customers is at or close to the point where it’s not sustainable.
b) You are experiencing challenges sourcing new web traffic and/or leads.
c) Competition has increased such that differentiation is difficult or non-existent.
d) You face constraints due to a lack of marketing resources including expertise.
e) Organic growth has slowed, not where you would like it to be or non-existent.
We will work with you to address these challenges using organic methods by finding unique and little known marketing channels or if relevant, we will work with you to locate a complementary business where you can acquire a customer base. Finally, if you are looking for a change, we will source buyers for your business if you wish to exit the business by selling to another firm.
CP-KX Q: What has your company achieved that makes it unique in the industry?
EBRIDGE-HR A: I think we have a very unique perspective that gives us insight that is both valuable and crucial to share. As a result of having worked with hundreds of service providers, we understand what is possible in terms of growth and how to execute this growth but at the same time, what it takes from the perspective of financial, human and operational resources.
Based on this, it becomes much easier to assess the options for growth available to a service provider. This insight aids us in putting together go-to-market programs, demand-generation strategies, traffic-generation programs as well as the implications for site design and development.
CP-KX Q: What do you think is the greatest challenge in the cloud industry?
EBRIDGE-HR A: I think the most significant challenge facing all but a few specialized firms is growth, and in particular organic growth. There are a few reasons for this. Firstly, the commoditization of mainstream solutions (as in undifferentiated, what I call “vanilla services”) has forced firms to compete on price. Secondly and related, with the advent of technology (like virtualization solutions), solving what once required more expertise has created a proliferation of solution providers.
This, together with globalization and the internet, means that now firms are competing more than ever with companies anywhere in the world – many with access to lower labor costs but positioning themselves as US based firms working in English and charging in USD. Finally, there are the large players that have access to capital and scale that limit options for the smaller players. I believe the only solution to this is for firms to focus on value added services and/or specific sub segments of the market.
CP-KX Q: What would you like to accomplish at HostingCon?
EBRIDGE-HR A: We view HostingCon as a great opportunity to stay current with the industry, connect with current and prospective clients, and network to expand our ability to add value to our clients and the industry as a whole. It’s a tight knit group – one that we care about and have become well-connected to!
CP-KX: Thank you for your time and best of luck at HostingCon.
Readers, if you are interested to learn more about eBridge Marketing Solutions, visit http://www.ebridgemarketingsolutions.com/. If you would like to attend HostingCon, please register by clicking here. Follow all things HostingCon on Twitter with the hashtag #HostingCon.