Marketing should never be static – there’s a reason I always emphasize the circular, iterative nature of my 7-step marketing strategy process.
7-Step Marketing Strategy Process
A strong marketing program must always start with a careful analysis of your target customer niche, their problems and pain points, and other solutions in the marketplace. Once you fully understand the customer problem and available competitive solutions, then you can write your Unique Selling Proposition (USP).
Your USP is the one most important piece of content to drive your marketing.
Many of our clients turn to Software Marketing Advisor to help better craft their USP and marketing messaging. Our Marketing Strategy Review service helps optimize your USP and messaging.
Published January 27, 2016
Interesting news from SoftBank – with Internet of Things I think we’ll be seeing increasing numbers of these non-traditional “software platforms”. Software vendors will need to be keeping their eyes open for IoT platforms that are relevant to their target niche.
SoftBank announced today that it will launch an app store to create a software ecosystem for Pepper, its humanoid robot. Perhaps more intriguingly, the..
Source: SoftBank Plans To Open A Store Staffed (Almost) Entirely By Pepper, Its Humanoid Robot
Published January 27, 2016
Lite versions of apps are gaining in popularity on the App Store, according to an analysis of fourth quarter app activity by IronSource, an app monetization, discovery, and analytics company.
Source: Lite apps grow in popularity on the App Store
Published January 27, 2016
Big data helps in mysterious ways. Versium has discovered this by using big data and machine learning to create a predictive marketing platform. The service, dubbed LifeData Predictive Lead Score, lets marketers build custom predictive models that help them pinpoint the users who are likely to be receptive to marketing offers.
Source: Versium uses big data and machine learning to predict your best leads
Published October 30, 2015
We’ve got a special running at Software Marketing Advisor for a full year’s access to all our marketing / planning tools and templates for software / app companies – check it out here: http://www.software-marketing-advisor.com/software-marketing-download.html
What’s so different about marketing business-to-business (B2B) anyway?
I’ve spent most of my career in marketing of business software and services, so I get asked this question a lot. How is marketing business software different from marketing a consumer app?
There’s actually some significant differences, and if you don’t remember that then you’re not likely to be successful with your marketing.
Here’s a list of the top 5 challenges in selling B2B software rather than consumer:
- Selling a Solution — If you’re selling a business app, then you have to sell a solution to a problem, not a piece of software. Ideally, you can tie the use of your software to a solution to one of the top three problems that keeps your target user awake at night. And then market that solution…
- More Than One Buyer – the purchase or adoption decision for a business application often involves more than one person. You don’t only have to market to potential users, but you also have to include messaging for other stakeholders, such as group manager, execs, purchasing manager or CFO, etc.
- Aligning the Ecosystem – If you’re marketing a solution (see #1), as you should, then sometimes that solution involves more than just your product. For example, when I was working for Intel we had to focus on software marketing with partners in order to convince users to buy a new PC – they don’t buy hardware, they buy software. So figure out which companies sell the other pieces to your solution, and approach then to do joint marketing.
- Longer Sales Cycle – for a typical business software purchase, it’s not as easy as having the user visit your website, read your great sales copy, and click to purchase or sign up. Even for a small purchase they may need to get their manager’s approval, or perhaps it needs to be included in the next budget cycle or reviewed with other stakeholders. That all takes time.
- Supporting Content Matters – B2B buyers expect to find good-quality marketing content about your software. At the least you should have a professional brochure, some case studies and testimonials, and a product data sheet. You can also write and publish white papers to market to your audience.
Remembering these 5 key differences will make it easier to properly market your business software. For additional help, check out the software marketing toolkit here.
What is the biggest mistake that software marketers make?
Promoting their app!
Yes you heard that right…. the biggest mistake that software marketers make is focusing too much on promoting their app.
But isn’t that what software marketers are supposed to do?
Unless you’re selling a game or other impulse-purchase entertainment-related app, you should be marketing a solution, not a piece of software. As soon as you start to think about it that way, it will change your mindset: You will put yourself in your customer’s shoes, and think about why they need this solution, what problem it solves…. These are your key marketing messages.
So stop marketing your app features… Instead, market a solution to your customer’s problem. You’ll be surprised how much more engagement you get.
For more help with marketing, try out our 7-Step Software Marketing Toolkit. We’re running a special right now, so you can get a 3-month marketing campaign for the price of just one month. Check out the 7-Step Marketing Toolkit here.
Published September 3, 2015
If you need some marketing help to boost your business, now is a great time to sign up for our 7-Step Marketing Toolkit program. We have a special going for a limited time – pay for just one month, and you’ll get a full three month access – that’s an extra two months for free!
More info on the 7-Step Marketing Toolkit here.
Published August 17, 2015
One of the most challenging aspects of the Software-as-a-Service (SaaS) business model is how to grow your customer base as quickly as possible to the profitable level. Many SaaS businesses struggle with how to keep the momentum going and keep customers signing up, while also engaging and maintaining existing customers.
To grow a healthy SaaS business, staying on top of these five financial metrics is key:
- Committed Monthly Recurring Revenue (CMRR)
- Customer Churn
- Customer Acquisition Cost (CAC)
- Customer LifeTime Value (CLTV)
It can be too easy to overinvest in infrastructure in an attempt to grow a SaaS business too fast, when you’ve not yet gotten a handle on a sustainable value for these metrics.
I’ve seen a lot of SaaS companies struggle with how to best focus their marketing and strategy efforts, while maintaining strong business metrics. The SaaS Business Growth Package is our attempt to help these companies really focus their marketing strategy, while keeping it affordable with a low-touch model. You can read more about it here: http://www.software-marketing-advisor.com/saas-growth.html Would love any comments or thoughts on this approach!
Published July 6, 2015
Check out this 7-step Marketing Program – affordable marketing help for startups, solopreneurs, and online/software companies.
The 7-Step Marketing Toolkit