Archive for March, 2019

7 Steps to Plan Your Software Product Marketing

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Many small tech firms don’t have a dedicated marketing employee in the company. Instead, company leaders or founders have to find the time to plan marketing, and as a result it often becomes an afterthought.

If this describes your company, here are some easy steps you can take to make sure you make strategic marketing decisions that align with your business goals.

1. First, you must really understand your market ecosystem

This includes:

  • your competitors,
  • potential customers,
  • potential partners,
  • influencers, thought leaders, media.

2. Second, identify the different segments within your market

Think about how you can group the market players, and what are the different sub-niches of potential customers or problems.

3. Third, write down detailed profiles for each segment

Consider the key descriptors of the various customer segments that you wrote down above. Really get into the shoes of each customer, and write down as detailed a description as you can: demographics, needs/wants, challenges, etc.

4. Fourth, narrow down to your ideal customer targets

Once you have a really detailed picture of each customer sub-segment, you should be able to identify which of the customer segments are most profitable and which are the segments for which you deliver the most unique value.

5. Understand the pain points & sales needs of your ideal target customer

Now that you have a really detailed picture of your ideal customer, you need to think about what are their main pain points – what keeps them awake at night?  How does your software or service address one of their top pain points?

Then consider sales needs:  in order to purchase your product, what information or material do they need?  Also consider who else is involved in or influences the purchase decision (stakeholders and influencers).

6. Perfect elevator pitch & messages

You need to think about the messages and elevator pitch to each of your target audiences above:

  • Ideal customer
  • Stakeholders
  • Influencers

What is the CTA (call to action – what you want them to do)?  What are the key talking points?

7. Finally, define your communications strategy

Basically, your communication strategy is just the key steps above written out in a document or slideset:  Who is your audience? What do you want them to do? How will you communicate that to them?  The answers to those questions are your marketing communications strategies.

Keep reading here to learn more and start planning your software product marketing.

Plan your software launch with the Go-to-Market Toolkit

Need to develop your marketing strategy for your upcoming software launch?

We have just added a Go-to-Market Toolkit package to the website, including all the tools you’ll need to plan a successful software launch:

  • Launch checklist one-pager
  • Go-to-market timeline template
  • Go-to-market strategy template
  • Go-to-market plan template
  • eGuide on “How to Launch Your Software”
  • Worksheets, planning tools, etc

You can get more detail on the Go-to-Market Toolkit here.

 

Entrepreneurs that Can’t Sell — David Cummings on Startups

This article from David Cummings’ blog provides some good tips for entrepreneurs that need help with sales skills:

Last month I was talking to an entrepreneur that lamented he can’t sell. No matter how hard he tries selling his prototype to prospects, his idea to investors, or his vision to potential employees, it’s just not clicking. After hearing this, I asked a few questions about his strategy and approach. It became clear that […]

via Entrepreneurs that Can’t Sell — David Cummings on Startups

6 Steps for a Successful Software Launch

A successful software launch can be a critical component to the long-term viability of any new software, app, or service. How can you plan your launch to really boost your product’s success?

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Photo by Startup Stock Photos on Pexels.com

This article gives you six helpful steps to follow.

Keep in mind: as much time and energy should go into planning the launch and your ongoing software marketing strategy as goes into productizing and testing the actual product.

To help you plan, we have just launched our Go-to-Market Toolkit, which includes guides, templates and checklists to plan a successful software launch. The Toolkit is available now here.

If you’d like advance notice about new products or downloads, you can sign up for our FREE monthly newsletter here. Or contact us with any questions.

 


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