Posts Tagged 'technology'

Developing Your App Marketing Strategy: 7 Key Steps

With a good app marketing strategy you can make sure that your sales and marketing efforts aren’t in vain. Keep your limited resources focused on your business goals with these 7 tips to planning a strong software marketing strategy.

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A focused software marketing strategy will decrease your time to market and shorten your sales cycle.  It can drive the most effective app launch for your software.

To start planning your app marketing strategy, follow the 7-step process below:

  1. Make sure you fully understand your market, including size, trends, and key players.
  2. Segment your potential customer base.
  3. Make detailed profiles of your customer segments.
  4. Identify which of your segments are your early adoption targets.
  5. Identify their key pain points and sales process needs.
  6. Develop micro-messaging for the target segments
  7. Plan your communication strategy

For more detail, read this article on how to plan your app marketing strategy.

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Keeping Your Focus…

What’s the most important factor in product planning and sales/marketing for a technology startup?

In one word: FOCUS…

As a startup, especially in the technology space, it’s too easy to start thinking up all the exciting new usage models using your technology. Before you know it, you’re running three businesses when you should be focused on getting one off the ground.

How to deal with all those cool ideas that come into your head at the most inopportune moments?

Keep a notebook… that way, when you’re ready to grow the business you have some seeds of ideas to use as a starting point. But when you’re just starting out, it’s key to just pick one and FOCUS on it until it’s a paying business.

Interview with David Taber, Author of Salesforce.com Secrets of Success

This interview with David Taber, Author of “Salesforce.com Secrets of Success” on the Marketo blog is a worthwhile read for any software marketer, especially those in the CRM space or those who wish to more effectively utilize their own CRM systems.

Key takeaways? They may not be new, but they’re important enough to deserve repeating:

  • Focus on lead quality, not lead quantity
  • Have a clear process to drive the sales cycle, and make sure everyone from marketing to sales understands their role in the process
  • Figure out and track meaningful, quantifiable measures of marketing success

Technology Marketers Should Put Customer Usage Models First

Technology usage model

Technology usage model


Usage models are commonly used for technology and software products in testing, use analysis, UI design,… But I think one of the most important applications of technology usage models is in marketing.

What is a usage model? Basically, usage models are the ways in which customers use or interact with the technology product, software application, web service… whatever the product happens to be.

Some questions I think are important to ask ourselves are:

  • Why are usage models important in marketing?
  • How can we use usage models to improve marketing ROI?
  • Why don’t technology marketers focus more heavily on usage models?

Too often, technology marketers focus on the features… What cool things can this product do? What cool things can you do using this service?

But that’s thinking about it backwards…

Put usage models first, and that naturally gets you thinking first about the customer’s needs, and second about the features.


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