Seth Godin wrote an interesting post today titled "Scalingjacking", his point basically being that too many marketers incorrectly assume they should chase size or scale: How many followers? How many leads? How many visitors? etc... Rather than simply trying to do a great job building relationships with and providing information for the targeted subgroup they should really be focused on, even if that's only 100 people.

If you're still on the fence about social media, and how...

Compelling case studies should be a strong tool for software marketing and sales, especially for B2B software and services. They give your target customer a specific example of how your software product can be used to solve a business problem that they can relate to.

But when I was in the field doing technical sales and marketing for a major technology company, finding and using good software case studies was always a challenge: We had case studies and customer success stories put...

How is marketing a Software-as-a-Service (SaaS) offering different from marketing a licensed software product? It’s a question I hear a lot…

1. It’s a Solution Sale, not a Product Sale

First, it comes down to a fundamental sales/marketing difference between SaaS and a licensed software product: you’re selling a solution and not a product. That means marketing a software service is about solving a customer pain point, and the benefits of your solution to the customer…...

How effective are you finding your company press releases? Do they drive media attention for your software company? Do they pull in leads? Or are they gathering virtual dust in your website press release archive?



The press release can be a highly effective tool to communicate your marketing messages. But to be effective it must:

• be well written (no grammar or spelling errors, concise, and written in the third person in active tense),
• have a single newsworthy message,
• be

...

How well do you know your customers? Do you have a really clear picture in your mind of the person who would benefit the most (and pay the most) for your software? Who is your ideal prospect?

If you want your software marketing to work for you, then you need to have a clear-cut target customer profile. Your marketing must be focused and directed at that type of individual: What is their pain point? What is their budget/how valuable do they perceive your product? What is your USP? Where...