Tip #5: For networking, the U.S. wins hands-down.
"The BPM market integrates pretty well with all the other markets," Valdés-Faura says, "so we have a chance at all those markets, because we developed the connectivity.
"You can schedule a meeting with the guys at a prospective partner company and say, 'Look, I know you have this issue; do you want to organize something and we can pitch this together?' But if you go to this meeting and you don't have a clear value proposition, they're not going to be interested.
"One of the beauties of being in the U.S. is that if you know someone, you're going to get 30 minutes of their time. In Europe, it is really hard to engage with the big companies. In the U.S., you have really good networking."
Tip #6: Work the social channels, but remain flexible.
"We're still trying to define which social channel is going to be most valuable for our message," says Valdés-Faura. "We have a community site, and the dedicated forum there is better than using Twitter and Facebook.
"Second, we are also producing a lot of videos that we disseminate through YouTube. We are adding topics that are important for our community. If we see a question in our forums, we are going to create a video explaining how to do it. Then we use Twitter to post a tweet to point to the videos."
Tip #7: This kind of marketing requires a specialist + outreach + videos.
"To be honest, the first marketing guy we hired was an online marketing guy," Valdés-Faura says. "He knew how to bring people to our website.
"Everything in our channel is produced internally by our communication management team. They decide what the topics are going to be -- that’s most important part. They detect the hot topics. They go to the conferences, they talk to our customers, they watch the forums, and from all of that create a list of topics.
"One guy produces the videos; the length depends on whether we plan to use them for lead generation or for adoption. Most of the time they're around three minutes long. Longer is a bit too long, but if it requires more in-depth, we might go five minutes.
"Sometimes we bring in external people for the purpose of creating videos for the main page of the website, but those are more like webinars, for generating leads. Those are more like 30-minute videos.
"Today we are 98 percent focused on developing these videos internally. Every time you have to use an external consultant, you lose money and time. We've produced something like 150 videos so far."
Tip #8: Stay flexible with your prospect information capture.
This is an age-old debate between marketing and sales: How much information do you ask prospects to supply before they can access your videos?
"For the longer videos, you have to register to get access," says Valdés-Faura. "But on the other side, if you have been there once, you don't have to register a second time.
"There is no magical answer for this; experimentation is key. If, for example, you want to see initial documentation, or attend a webinar, or download a white paper, we ask for more information, like your name and phone number. But for the newsletter, your email is enough.
"There are different channels of lead information, and we try to define what is required for each. A lead has to be more evolved than an email address. You have to nurture those guys, and bring them along until you have complete information."