Archive for October, 2009

Bringing a Service Approach to Technology Marketing

On ebizQ, Phil Wainewright’s interview with the CEO of HelpStream, Bob Warfield, focuses on Social CRM and bringing a services ethos to sales and marketing.

With the rapid growth of social media, interacting with your end users and delivering customer-focused services are fundamental to technology marketing today. That’s true whether you deliver an end-to-end solution directly to end users, or are an ingredient technology supplier. Marketing must take a services approach…. in fact, that service ethose must permeate throughout the business.

I highly recommend listening to Phil’s podcasts to learn more.

Why Having a Marketing Strategy Can Save You Money

When it comes to planning your marketing activities, do you take a strategic or a tactical approach?

Or in other words… Do you have a plan for how your marketing will really impact your customer purchase decisions? Or do you just “shoot from the hip” in your marketing decisions?

Too many companies fall into the second category, especially technology focused firms (to whom marketing may not be second nature).

It may seem like a waste of time to sit down and plan out your software marketing strategy, but the fact is that doing so will make your marketing signficantly more impactful and will save a lot in your marketing budget in the long run.

Trade shows are just one excellent example… they’re very expensive, but many tech companies continue with that large expense in their marketing budget just because “we always have” and “our competitors have a booth there.” Neither of those are good reasons, unless you’ve really done the strategic analysis of how your presence at the tradeshow can influence your customer purchase decisions in your favor.

Ask yourself whether the tradeshow is an important part of your software marketing plan. Maybe it is better to pass on the booth, and focus instead on networking and customer meetings during the show? If you don’t have a strategy, you will never know which is the better choice for your business…

Make your marketing work for you, by regularly updating your business plan and marketing strategy, and using that to prioritize your marketing activities. You can get a head start by using our templates for business and marketing planning for both traditional software companies and SaaS providers.


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