Software Marketing Review: Appclarity

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
Screenshot of 1E home page showcasing Appclarity

Screenshot of 1E home page showcasing Appclarity

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

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