Seth Godin should need no introduction. He’s the founder of Yoyodyne and Squidoo, and the author of seminal books such as ‘Purple Cow’, ‘Tribes’, and ‘Linchpin’. He writes one of the most popular blogs on the internet, and has recently begun recording one of the most popular podcasts of the year. He’s been writing about marketing longer than some of you have been alive. On top of all this, Seth is a world class communicator. He’s got a knack of boiling complicated concepts down to simple, pithy comments. His recent talk at Business of Software Conference in Boston was no different. Seth talked about 7 lessons he’d learned from 33 years marketing software, and as you can imagine, it’s full of nuggets of wisdom.
We want to share empirical data about what has been happening to make this new product-led GTM strategy the preferred model for SaaS teams. We offer some practical ideas for how to turn your software product into a personalized customer experience, and a go-to-market machine that will create more value for your customers and company.
People often think of marketing and sales as one and the same when in fact there are many job titles that combine the two — especially in the software industry. And while this may be an approach that works for some, based on my experience this combination of roles can lead to a slippery slope. Sales-driven marketing organizations may stray from the true definition of marketing, leaning more in the direction of sales support and lead generation. While these are necessary parts of a marketing plan, if they become the focus of a marketing team, it makes it easy to lose sight of the other strategic functions of marketing.
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
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