Catch up on last week’s favourite articles featuring useful insights and tips for marketing your software
5 Articles on Product Marketing
Understanding why you won or lost large enterprise software deals is essential for a product marketer. Use the sales team’s win/loss reporting as an input, but your research must extend deeper as the sales team cannot be impartial.
Everyone should be able clearly articulate what their startup does, who cares and why they care. Check the comments and you’ll see this startup is still not being clear enough.
SolarWinds is a very interesting example of an enterprise software company that is breaking away from the traditional business model. Instead of investing in a sales force it is embracing its community as advocates. Hopefully this is the beginning of a trend.
Content marketing and product marketing are closely intertwined. The big change for product marketers to embrace is to talk more around the topic – the problem space with only occasional references to your product.
Great slide deck showing how Agile and Kanban help establish a foundation for lean startup.
5 Articles on Startups
Andrew Chen discusses features that help users vs. features that encourage viral growth e.g. users sharing with others. Building un-natural viral features just to promote your product is pretty spammy.
Building a product on a platform like Facebook can be an attractive way to reach an audience. It simplifies your development and marketing but poses a strategic risk. The carpet can be pulled from under your feet at any time.
LeanCamp in Dublin. Entrepreneurs practising their pitches and getting feedback. Interesting to be a fly on the wall.
Useful story as a startup founder reveals the mistakes they made during customer development and lean startup.
If you are not a programmer it can be hard to understand how much time is spent testing and delpoying every change you make. See how current best practices make development far more efficient and scalable.
5 Articles on Software Marketing
Google’s Keyword Tool is not the only free option. Try these before paying for better keyword research tools.
Freemium pricing models are a marketing tactic that seems alien for enterprise software. But it can work for easier products used by many people.
Marketing does not mean advertising. You should always start marketing a startup from the outset. Content marketing and SEO develop value cumulatively and the only expense is your time.
April Dunford argues that startups need a marketing plan to 1) document assumptions 2) keep people focused 3) confirm what is not being done
LinkedIn provides an invaluable resource – a directory of real business people with job titles you want to target. Use these to help develop realistic buyer personas.
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