So you’ve put up a website, sent out a few press releases, done some social media marketing, maybe some email marketing, PPC, SEO, etc. Most likely accelerated by the fast-emerging AI tools of today. If your software or hardware company is more mature, you’ve done a LOT of these and probably a lot more in […]
Accessing Remote Software Markets
More often than not, software companies start off selling and marketing in their home market. This isn’t always the case, but it is true in the vast majority of cases. This occurs when a home market focus is intended to build an initial reference customer list of 10-20 customers, or lasts until the company establishes […]
Software Go-To-Market Strategy and Tactics
It’s challenging to generalize the optimal approach to Go-to-Market for a software product. Like most things in technology marketing, it is highly dependent on the specific situation. Are we talking about a startup or a billion-dollar software company? SaaS, Open Source, or a mobile app? A breakthrough application or a follow-on to an existing product? […]
Lead Generation and Qualification
Every company that needs customers also needs a successful lead generation and qualification program. I work with software and hardware companies, but this is a universal truth for all customer-oriented companies. However, people’s approaches to it can vary widely, depending on their circumstances. Most of all, based on their own background and comfort level. […]
Webinar Marketing for Software Companies
Software companies have various promotional opportunities available to fill the sales pipeline and move prospects through it. The particular techniques used and their priority depend upon many factors, including, but not limited to, market segment, product complexity, price points, and length of the sales cycle. One of my favorite techniques for companies with more complex […]
