Marketing is everything you do to acquire customers and maintain a relationship with them, but the ultimate goal of your marketing efforts — whatever those may be — is to match a your company's software to the people who need and want it.
If it feels like we’ve been talking about account based marketing (ABM) forever at this point, well, it’s because WE HAVE. You have vague memories of your 4th grade teacher going over the concept in class. You and your fellow classmates had confused looks on your faces as you turned to each other and whispered “If demand generation tactics have been successful for so long, then why do we need ABM? Oh, by the way, want to trade lunches?”
Channel marketing is changing, but not in the way you might expect.
For software companies it is all about bringing the fastest, most scalable, reliable, and secure options to the marketplace whileadvancing customers to the next level so more can happen, more information can be shared, and more knowledge can be collected and saved. As a software developer and vendor, it is not enough to approach a potential client and claim your tech offerings are bigger, faster, bolder and safer than they were last year. You’ve got to prove your claim in the software business world, every single day.
Lead Generation is an essential part of a B2B marketer’s job. While brand awareness remains a part of a B2B marketers practice, the C-suite is increasingly demanding that they show real ROI. It’s marketing’s responsibility to fill the pipeline and Marketing Qualified Leads are concrete evidence of success. Here’s a quick guide to the do’s and don’ts of B2B Lead Generation as a way to kick start your own lead gen efforts.
Yes, B2B marketers, you should be using display ads. They’re always there, insistent, ever-present, keeping the companies they promote top-of-mind. But what about the pundits who for the last several years have declared that “display is dead”? Simply put, they’re wrong.
Okay, B2B Marketer, you have a lead list. You know you can’t just hand that over to sales. These leads are fresh, just sprouts in the garden, hardly ready to harvest quite yet. Hand them over to sales too soon and you risk uprooting them, destroying the possibility that they’ll convert. You need to start nurturing them, tending to their needs, giving them the content they need to grow from sprouts into robust Sales Qualified Leads
Content is the fuel that drives a B2B marketer’s lead generation engine. Without –or with inferior content– your lead gen effort is not just going nowhere, the car is stalled, pointing uphill, and starting to roll backward. Simply put, you’re in trouble.
I recently purchased a new pair of ballerina flats from Margaux New York, as they are a staple in my ‘woman in tech’ business uniform. The company sells high-quality, ready-to-wear, and made-to-measure shoes. Before I made my purchase, I first ordered a fitting kit to help me choose the right size.
In the world of software sales, “social selling” is all the rage. As a software vendor, engaging with prospects on social media platforms such as LinkedIn, Twitter, Instagram and Facebook can help build relationships, create robust networks of potential buyers, and increase visibility for the solution itself.
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