If your C suite has decided freemium is the way to go to build a market for your enterprise software business, then use free offers to find the right feature sets leading to paid conversions. I do not advocate free… Read more ›
Be sure to test software product ideas with risk assessments before proceeding. What is a risk assessment? The following screen grab from the Collins online Dictionary provides us with a helpful answer: The Collins dictionary definition is particularly helpful as… Read more ›
Do you need a top-of-funnel lead generation effort? If your product meets a niche need you should have an ample audience of mid funnel prospects. While these prospects may not make purchase decisions, they can produce the “groundswell” interest your… Read more ›
One of the most important data points to monitor is the frequency and quality of the engagement your marketing team achieves from your targeted market segment(s). Actively monitoring this metric is especially important for businesses like yours–enterprise software authoring. Big… Read more ›
The pandemic of 2020 drives a broad range of upskilling needs, all the way from online courses to end user help systems. Big organizations in the public and private sectors faced with an urgent requirement to transition employees to working… Read more ›
No answer is an answer – usually “no”. After a number of meetings, a technical demonstration, lengthy conversations with all known stakeholders in a purchase decision, conversation just stops. The key contact stops replying to email, won’t take a call,… Read more ›
Skip the nurture campaign. The enterprise software business is not a business-to-consumer business. The 80/20 rule applies to what your sales team is selling. Identifying the handful of customers who will produce 80% of your revenue, or more, is more… Read more ›
Not all influencers are the same when it comes to enterprise software. The right candidate for your business must meet 3 criteria: She is well known not only in her own industry, but at least 2 other complementary industries. She… Read more ›
Avoid the temptation to trash established methods of doing things. If your piece of enterprise software is designed to deliver more value (somehow) than the established code already in use, torching the competition is not the way to go. To… Read more ›
Spending money on LinkedIn and Twitter marketing is a better decision than spending money on search engine optimization. Your enterprise software solution is a complex product capable of meeting the needs of different groups within the same organization. If your… Read more ›
