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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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A framework for founders considering raising capital — Mentorphile

When and how to raise capital is probably the most common questions I get from founders during mentoring sessions. There are two problems with this situation, as it leaves out the two important questions: why do you want to raise capital? and is your venture investable? I end up giving a brief overview of the […]

via A framework for founders considering raising capital — Mentorphile

More pitch advice courtesy of Inc. — Mentorphile

While the web seems to be awash in advice on how to give a pitch I find my mentees still need a lot of help preparing their pitches. Most are engineers who have little to no experience in public speaking, to use an archaic, but accurate term. They probably also have little experience in using […]

via More pitch advice courtesy of Inc. — Mentorphile

Marketing Your Software Consulting Business

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Whether you are an executive at an established software consulting business, or are a programmer who has decided to strike out on your own in freelance software development, marketing a tech consulting firm can be challenging.

Read the article at Software-Marketing-Advisor to learn more.

 

What is the Best Software Business Plan and Marketing Strategy for You?

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Photo by rawpixel.com on Pexels.com

If you manage a software or online business, there are many different options for monetization, including:

  • traditional software license,
  • subscription fees,
  • advertising,
  • bundling,
  • licensing by component,
  • software consulting or
  • software reselling.

This article will help you plan the best business model and monetization strategy.  Keep reading to learn more about how to optimize your software business plan.

 

Meet the five finalists at Startup Battlefield Europe — TechCrunch

Fifteen companies just got off the stage at TechCrunch’s Startup Battlefield Europe at VivaTech in Paris. The TechCrunch team has taken feedback from our expert judges and narrowed the group down to five companies that will be competing in the finals on the VivaTech Main Stage at 6:15pm CET. (If you’re not at VivatTech, you…

via Meet the five finalists at Startup Battlefield Europe — TechCrunch

How Startups Can Rock Account Based Marketing (ABM) — Focused B2B

A huge transformation that B2B companies are undergoing is the switch to Account Based Marketing and Selling (ABM). This is a big change for enterprise companies whose systems and processes revolve around “warm leads” versus “warm accounts”. And with new technology enabling ABM to be successful, big operations decisions and purchases are being made. But […]

via How Startups Can Rock Account Based Marketing (ABM) — Focused B2B

7 Steps for B2B Marketing Strategy

Having a hard time developing your B2B marketing strategy?  You’re not the only one. It can be hard for tech business owners to know where to focus their limited marketing resources.

The graphic below gives you 7 steps to follow to map out your marketing strategy to make sure it really focuses on your target customer needs and drives business growth.

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Here are the 7 steps in summary:

  1. Know your market – what are the key trends in your market?  who are the primary ecosystem players?  who are the thought leaders and influencers? who are your competition?
  2. Segment your customers – when you categorize your potential audience into smaller segments it becomes much easier to develop targeted messaging and marketing tactics.
  3. Develop segment profiles – for each customer segment, you should be able to write a detailed profile: who are they? what do they value? what keeps them awake at night? how do they make purchase decisions?
  4. Identify your ideal target customer – looking at the segment profiles, identify a small number (no more than three, preferably one or two) for whom your value proposition is highest, and there is a clear USP (unique selling proposition).
  5. Define pain points & sales needs – once you have a detailed profile of an ideal target customer, you can define what real pain point you address (something they NEED, not just WANT), and what information / support is needed to make a sale.
  6. Develop your elevator pitch – your pitch should address directly to your target customer and clearly tell them how your solution solves their pain point via a focused USP.
  7. Identify your communication channels – the final step is to determine how you are going to communicate your elevator pitch to your ideal target customer (without assuming you’ll bump into them in an elevator some day!).  Where does your target customer look for information? That’s where your message should be readily available.

At Software Marketing Advisor we provide coaching and tools to help you apply the 7 step process to your business and marketing needs.  Visit our coaching page for more information on how to get software marketing help for your business.

 

Zuckerberg owns or clones most of the “8 social apps” he cites as competition — TechCrunch

Mark Zuckerberg’s flimsy defense when congress asked about a lack of competition to Facebook has been to cite that the average American uses eight social apps. But that conveniently glosses over the fact that Facebook owns three of the top 10 U.S. iOS apps: #4 Instagram, #6 Messenger, and #8 Facebook according to App Annie.…

via Zuckerberg owns or clones most of the “8 social apps” he cites as competition — TechCrunch

3 Startup Marketing Challenges

The startup world is full of infinite challenges. Financial management struggles, budget limitations, insufficient human resources, dynamic markets – and, if this wasn’t enough, the Marketing department isn’t falling behind either. As a Marketing professional with almost 2 years of experience in various startups, I wanted to share the startup Marketing challenges that I’ve faced […]

via 3 Startup Marketing Challenges (and how to overcome them) — A Marketing & Business blog


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