The real mission for any software company is to make customers successful. Software marketing should always be customer-focused. So why are most customer success stories or case studies put out by software firms so dull? They don’t have to be boring.
As customers, we know: what we like, what we’re looking for, how we want to be sold to. Everyone selling, everyone marketing is also a customer themselves. So why do we have to filter out so much irrelevant babble when people are selling to us?
I am a marketer—guilty as charged. Marketing has a terrible reputation. I feel embarrassed and sometimes defensive when explaining that I “do marketing”. Marketing can seem sleazy and dishonest. And often it is. Does marketing deserve its terrible reputation? Should marketing be a dirty word? I converted, maybe you will too when you understand what […]
Sell software without being “salesy”. 10 steps to make customers want to buy…
Or how to ensure visitors to your website do NOT buy or use your software in 10 easy steps. Conceal you’re offering software Disguise what your software does Hide useful screenshots or images Ensure any images are irrelevant Bury benefits beneath a landslide of features Mask beneficiaries and use cases Obfuscate with […]
Marketing Vs. Engineering (part 3) This is the third in a series of three posts addressing how marketing and engineering should work together in a software business. In the first post we covered why engineering and marketing disagree in software companies. We then looked at how large software companies successfully get marketing and engineering to […]
“An engineer and a marketing guy walk into a bar…” You’ve heard the jokes. Marketing and engineering, especially software engineering are very different disciplines. And each discipline makes jokes at the other’s expense based on shallow stereotypes. But behind the jokes is a serious message for any software business. Engineering and marketing teams do not […]
Understanding Customers (part 3) This is the third in a series of three posts addressing how understanding customers is crucial to selling software. In the first post we covered why understanding customers is essential, in the second post we looked at a long list of what information we need to understand customers. And in this […]
Understanding Customers (part 2) This is the second in a series of three posts addressing how understanding customers is crucial to selling software. In the first post we covered why understanding customers is essential, now let’s look at what we need to understand. In this post we’ll cover: What You Must Understand About Your Customer
The only way to sell software profitably is to understand…