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 […]
Selling SaaS through the VAR Channel
The move toward Software-as-a-Service (SaaS) has been the strongest trend in the software business in recent memory. It changed the software business model in several fundamental ways. For this article, I will assume the reader has a basic understanding of the SaaS business model. I’m also assuming a basic understanding of what a Value Added […]
White Papers in the High Tech and Software Marketing Mix
There are many marketing methods in Software and IT marketing that can be appropriate in some–but not all situations. I’d put White Papers in that category. The term “white paper” is a broadly used term, and can mean different things to different people. There are non-technical and technical white papers. I define a white paper […]
The Mechanics of Email Marketing
There are many different possibilities for software and hardware companies when it comes to formulating a marketing mix. I’ve written previously about some of my favorites. One method that can be a big winner–if done well–can also be a big loser if done poorly. I’m referring to email marketing. If you want to be successful […]
Marketing and Selling Technology Products through the Value-Added Reseller (VAR) Channel
Selling through multiple channels is one of my preferred strategies in technology marketing. Done correctly, it allows a company to fully exploit its expensive, hard-earned intellectual property to the maximum extent. One of the most popular channels (and one of my favorites) used to sell B2B software and hardware is the Value-added Reseller or VAR […]
