Some Recent Software Marketing Articles

March 31, 2010

Here’s a quick summary of a few recent articles and blog posts worth reading, covering topics from influencing the B2B buy cycle, SaaS sales compensation, and what works in online marketing:

Selling B2B software? Even if you sell to the enterprise, the fact is that B2B purchasers gather a lot of their initial research on potential solutions online. That’s why having an internet marketing strategy (inbound marketing) is so key. Take a look at this recent article on ChiefMarketer.com about “Adjusting to the Web-Influenced Buy Cycle.”

If you’re moving to an enterprise SaaS model, then how to update your sales compensation plan might be on your mind. In that case, this recent blog post by Joel York at Chaotic Flow on “SaaS Sales Compensation Made Easy” may come in handy. Just remember that for SaaS you really need to focus on keeping customer acquisition costs (including costly sales comp) as low as possible – only use direct sales force when you really need it.

You can check out this recent survey by Go-to-Market Strategies on what worked & what didn’t in online marketing in 2009, in their report “Online Marketing Trends: What Worked in 2009 and What to Expect in 2010″. They found the best bets were email marketing and optimized websites, followed by social media tools.

3 Comments | saas, software marketing | Tagged: , , , , , , | Permalink
Posted by jlc

Using Email Marketing the Right Way

July 3, 2009

I read a good email marketing article this week on Marketing Profs: Boosting Email Subscriber Satisfaction. Communicating regularly with your email list can be a real booster of revenue… but only if you avoid being seen as spam, and add value to your prospects and customers.

This article has some really good tips on how to create custom subscriber experiences and increase subscriber satisfaction in your email marketing, including:

  • Communicate regularly… but not too frequently. How frequently will depend on how often your typical customers make purchases.
  • Use custom welcome messages and emails at various points in a given customer’s purchase cycle, to bring them back for more.
  • Use customer satisfaction surveys and other post-purchase communications to keep your product or service foremost in the customer’s mind, and show that you are a customer-focused organization.

6 Comments | software marketing, technology marketing | Tagged: | Permalink
Posted by jlc

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