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 […]
Does Pay Per Click (PPC) Advertising Still Work?
Modern pay-per-click, or PPC advertising was pioneered in 1998 by Overture. Yahoo later bought this PPC pioneer. It hit its stride in 2000 when Google introduced the AdWords platform. I’ve managed PPC campaigns on platforms such as Google Ads for myself and my clients since 2003. So, while I haven’t been involved since the beginning, […]
Selling and Marketing Software Through the VAR Channel: Morettini on Management Video Series
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Is Your Tech Business Marketing or Sales Driven?
Software and hardware businesses are often segmented by the vertical or horizontal market they’re targeting, their technology platform, small vs. large companies, and so on. However, one of the more important ways to segment tech businesses isn’t often discussed. That is by tech business marketing and sales. Is the company sales-driven or marketing-driven in its […]
Social Media Marketing for B2B Tech Companies
By now, every company has grasped the importance of having a social media presence on the web. However, in discussions with potential clients and others, I am amazed at how many folks still have done little in social media marketing. Most have at least dipped their toe in the water, but their activity level fits […]
