See how other companies market their software. This is part of a series of reviews looking at examples of software product marketing: “The Good, the Bad and the Ugly”
Appclarity by 1E
Unused software is costing more than $100 per PC
Identify and reclaim unused software
1E home page
This is a great example of software product marketing. Visitors to 1E’s web site can quickly see
- They sell software
- What the software does
- Who it is for
- What the benefits are
Very clear and the focus is absolutely on prospective customers and how they could benefit from using Appclarity to identify and reclaim unused software
Below is a screenshot from 1E’s home page. Let’s look at what works well and what doesn’t.
I have marked up
- The Good
- The Bad
- The Ugly
The Good, The Bad and the Ugly
The Good. Great examples of software product marketing best practice
- 1. Excellent, it’s clear, compelling and very succinct. In just 14 words this explains what the software does, the pain being addressed and implies what the benefit will be.
- 2. Links to other products are based on pains that will resonate for customers. Cost savings is a strong business case for everyone.
- 3. Great customer focus. It reassures prospects to know that well known customers already having success and are willing to have their names used. It’s also a good indication that 1E is customer focused, they are thinking of their customer successes and not just how great they think their products are.
The Bad. Could be improved
- 4. “Drive IT optimization” “Comprehensive solutions to empower user productivity and drive business advantage” this copy is weaker, the terms are very generic – they could be used for almost any type of software
The Ugly. Examples to illustrate what you should not do
- No bad examples here. Overall this is a great example to learn from
Join the Discussion
- Do you agree?
- What do you like?
- What would you do differently?
- Suggest any examples of best (or worst) practice for software product marketing
Please add a comment below or contact Giles @ Smart