7 Tips to Plan Your B2B Software Marketing

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I know, it’s always a challenge to properly plan your B2B software marketing when you are wearing all the other hats to run your small software firm.

But there are actually some easy steps you can take to make sure your marketing decisions are more strategic and align with your business goals. And they’ll give you a strategic framework to quickly select which marketing opportunities are the best ones to drive your business forward.

Don’t Procrastinate Your Marketing Strategy Planning

By following these seven key steps you can quickly develop a software marketing strategy that lets you make informed decisions about marketing tactics:

  1. Understand your market landscape

    • who are your competitors?

    • who are potential customers?

    • who are potential partners/influencers?

  1. Segment your market

    • how can you group the market players?

    • what are the different categories of potential customers?

  1. Develop segment profiles

    • what are the key descriptors of the various customer segments?

  2. Define ideal customer targets

    • which of the customer segments are your most profitable targets?

    • write a detailed persona of each
  3. Understand pain points & sales needs

    • what are the main pain points of your target customers?

    • what information or material do they need to make a purchase decision?

    • who is involved in the purchase decision?

  4. Develop your elevator pitch & messages

    • what are the key talking points (to the target segments)?

  5. Define your communications strategy

    • what are the best marketing strategies to communicate your messages to your ideal target customers and solve their pain points?

It is important to follow each of these steps in turn, writing down a paragraph or two to answer the questions. In future posts, I will provide a little more detail on each step and links to useful worksheets where you can record and analyze your answers.  I’ll link those from this blog post when they’re up, so come back to learn more.

One final word of advice:  Don’t be tempted to just jump straight to the last step (creating your communications strategy) – this is the mistake that many startup founders make. They then find themselves throwing marketing opportunities at a wall to see what “sticks”. That is a huge waste of time and money. It is much better to invest a little bit of time up front to develop your strategy, than waste a lot of time on marketing activities that don’t contribute to your bottom line.

If you’re ready to get started planning your software marketing, then take a look at our Software Marketing Plan Package which includes some helpful templates and guides to step you through the process.

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