Lead gen serves a multitude of purposes - it increases brand awareness, educates potential buyers, helps build relationships, generates qualified leads, and ultimately, closes more deals. Sounds great, right? However, there are challenges along the way. You may have a healthy list of contacts, but do you know the best ways to contact them? How can you keep them engaged with your business?
How do you scale your inbound marketing and create enough rich media content, in the format buyers want, on the channels they visit, without breaking the bank or hiring an army of freelancers? And how can your content team gain better visibility into which content is most in demand while improving access to and reuse of the most popular assets? The answer lies in deploying a “content factory” in your marketing organization.
If you own a small business, you're probably dodging pesky vendors every day. One wants to build you a new website. Another wants to redesign the interior of your brick and mortar store. Still others claim they can increase your profits with new product lines. There's just one problem—where precisely are you supposed to get the money to buy their products and services?
Most software vendors today say they have a “data-driven strategy,” meaning they understand how large a role data plays in understanding customers and driving market share gains. But most aren’t aware that data is the basic component driving a profound shift in the market, a change that may require the perspective of years to fully appreciate: the emergence of the Insights Economy.
Claire Alexander brings nearly two decades of experience in digital strategy, new product development, and go-to-market leadership across the media, clean tech, education tech and advertising tech industries. She sat down with SoftwareBusinessGrowth.com to discuss how software companies should handle negative customer reviews, how they can generate more reviews, and why B2B software buyers rely on online reviews when making purchasing decisions.
Many companies view awards as superfluous to their main activities, believing their products and services should speak for themselves. This confidence is absolutely key to success. But why not accelerate the journey and share your achievements with prospective new customers and partners?
Andrus Purde knows firsthand how to scale SaaS marketing teams. Purde is the founder of Outfunnel, and was previously the head of marketing at Pipedrive and a product marketing manager at Skype. During his tenure at Pipedrive, he built a marketing team of more than 20 people and was along for the ride as the company grew from zero to more than 50,000 paying customers.
Is your software company suffering from “We Can Sell This To Anyone” syndrome?
If you’re one of the 80 percent of B2B companies with marketing dollars allocated to events, keep reading – especially if you’re a software company that hosts its own partner/user conference. If you’re not part of the event world, you should know Forrester ranks trade shows and events as the second most effective marketing investment behind your company’s website (but convincing you to enter the events business is another article for another day). When done right, partner/user conferences are a proven way to reduce churn, generate revenue, increase engagement, gather feedback, and create excitement about new products or features.
Peter Jackson, CEO of content collaboration software company Bluescape, is an experienced executive with a successful track record of founding and rapidly growing innovative SaaS companies into industry leaders. He founded and grew two companies, leading one to a successful acquisition and the other to an IPO. Throughout his career, Jackson has shown a keen understand for marketing’s role in scaling and growing tech companies. Jackson sat down with ISVinsights.com to shed light on marketing tactics that work.
SoftwareBusinessGrowth.com seeks to inform and advise the software community on the best opportunities for business success, where developing killer code simply isn’t enough. At SoftwareBusinessGrowth.com, software companies learn the management, sales, marketing, HR, operations, support, finance, customer success, product, and partner development strategies that will take their solutions out of the testing and into the hands of more users. Through a daily stream of news and exclusive insight served up by winners in the software community, our multimedia newsletter, webinar, event, and site content helps readers build value for their software businesses.