Content Marketing is very much a mainstream marketing activity these days, in nearly all segments of the marketplace. It’s particularly important of tech savvy buyers looking for education in a particular product category. It’s rise in importance corresponds with the general degradation of outbound marketing response rates, along with Internet-driven prospect preferences toward more control […]
B2B Social Selling and Marketing Strategy
As we sit here in 2026, sales and marketing are still the same. And totally different. In my long career, the actual fundamentals of sales and marketing haven’t changed a bit. Contrary to the belief of some. However, the platforms, technologies, and tactical methods have changed and will continue to change dramatically. This is the […]
What the Heck is Customer Development?
The term “customer development” has been floating around for a number of years now, although it seems to have gotten more play in the last couple. Regardless, it’s one of the most common buzzwords added to the technology business vernacular in recent times. I lump it in the buzzword box with “agile”, “lean-(anything)”, “growth hacking”, […]
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. […]
