Software Marketing Tweetables 26 November 2012

Catch up on last week’s favourite articles featuring useful insights and tips for marketing your software

5 Articles on Product Marketing

Lean Startup Legend Steve Blank Discloses His Most Daring Guerrilla Marketing Tactics

Great anecdotes from Steve Blank on how he transformed marketing at a graphics card manufacturer by identifying how the customers really were and what they really cared about. He then (sneakily) ensured they won every benchmarking bake-off.

Three Problems With Product Roadmaps

Jeff Lash explains three of the main problems with “roadmaps”: 1) confusing short-term activities with a roadmap 2) executives dictating end result without process 3) lack of repeatable process.

Best Practices for Testing Your Landing Pages

Quick summary on testing landing pages – but according to comments it may have been plagiarized.

Deciding if a product feature is worth the effort

Before adding yet another feature ask “Will enough people use this feature to make it worth the development and maintenance cost?”. Like Netflix can you solve the need without adding a new widget?

The Ultimate Guide to Landing Page Optimization

Great eBook on landing page optimization, well worth the “cost” of a tweet or your email address.

5 Articles on Startups

“Fake it until you make it” – Eileen Burbidge’s astonishing tale of Skype’s early days

Eileen Burbridge describes starting at Skype as employee #3, with no contract and not getting paid for 8 months. She reveals that despite working relentlessly hard, when they had to they would fake things, such as making up the prices to call between countries.

How Lean Startup helped a Skateboard Company

Lean Startup seems to be the preserve of high-tech startups, especially SaaS. But the principles of customer development and build > measure > learn can be easily applied to any company. Great example of a skateboard company learning which customers to target.

Commercial freedom

“It’s easy to take for granted just how good we have it as software makers selling on the internet. This is truly a unique period in human history with unprecedented commercial freedom. It bears celebration and recognition.”

How does the Australian startup scene compare to Silicon Valley? Report reveals how we rate. And it ain’t pretty

Interesting to read to about Australian startup scene. Tax regime and VC funding seem to be two major hurdles compared to US and UK.

My Lean Startups Haven’t Followed the Script

Kevin Dewalt describes his startup journey, with and without lean startup. In his experience it’s much tougher to put the theory into practice than it would seem. But despite the bruises, lean startup is far better than any alternatives.

5 Articles on Software Marketing

What to Send Email Contacts in Different Stages of the Marketing Funnel

Organize your email list into pipeline stages e.g. subscriber, lead, qualified lead, opportunity, customer, and evangelist. Then send content that is appropriate for each stage.

What are important considerations for a home page video?

Unlike most videos, your home page video should be like a commercial. Quickly selling “what problem you solve” not educating. Save the education for when they get into your site.

How to lose at meetings

In most meetings, marketers should be looking to learn. Rob Fitzpatrick recommends always have prepared the key topics you want to learn. Plan your meetings with customers to learn facts, not just vague promises or compliments.

On-Page Optimization for Ecommerce Websites

SEO is particularly important for eCommerce. A couple of eCommerce-specific tips are using schema.org rich snippets to markup your products and trust signs.

SEO 101 Part 4: Optimize your Site for SEO

Another SEO tip for your website. Apart from the site map your visitors can see you should add XML sitemaps for pages, images, and video.

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