In this article we’ll take a look at arguments on both sides of this issue and recommend when — and how much — cold-calling makes sense. We’ll look at it from the perspective of a software or hardware tech company, but the discussion really applies to any kind of sales. This is an age-old question […]
Promoting Software and Hardware Products through the VAR Channel
With the exception of a few software and hardware vendors who sell super-expensive products to the largest enterprises, a large percentage of tech companies uses the Value Added Reseller (VAR) channel to one extent or another. So how do you best go about doing this successfully? Create a great product, throw it to the channel, […]
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 […]
Trade Shows for Software & Technology Firms – Do They Still Make Sense?
Let’s talk about what for a lot of folks is a marketing method from a bygone era: The Trade show, or Trade Fair as they’re referred to in most places outside of the US. At one point in time, Trade Shows were a staple in most every tech company’s marketing budget–shows like Comdex, PC Expo, […]
Pay Per Click (PPC) Online Advertising
It’s known by several names: PPC or Pay Per Click advertising, CPC or Cost Per Click advertising, or sometimes by the best known PPC advertising engine, Google Adwords. Pay Per Click advertising is no longer new; as a result, much of the “easy” money has already been made. But I’m struck by how many companies […]
