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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1 Response to “Why Having a Marketing Strategy Can Save You Money”


  1. 1 Susan Pascal Tatum October 15, 2009 at 10:56 am

    Hello Joanna,

    I used to agree 100% with your view on marketing planning – and I still agree with the need to question every marketing tactic. But over the years I’ve found that the process of marketing planning itself often becomes a barrier to actually doing any marketing.

    We now use a brief mathematical formula to help software & technology clients determine where they should focus their marketing efforts. I wrote about my view of marketing planning in our blog several months ago. If you’re interested, take at look at http://www.tatummarketing.com/do-you-really-need-a-marketing-plan.

    Best regards,

    Susan


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