Marketing resources, updates and insights
Read the latest thoughts and updates from the world of tech and software marketing
Marketing paper: Planning your website project
If you are planning a website refresh or complete replacement, this paper provides a proven approach to structuring and managing your project, with some tried and tested tips for avoiding the pitfalls and making every step successful.
Marketing paper: Three steps to more effective marketing
Many software and technology businesses create great products, but they don’t always grow to achieve their full potential. There are many reasons for this but one of the most important factors in building a successful technology business is achieving the right marketing mindset.
Can an outsider create great marketing in a complex industry?
Nobody understands your customers and products as well as you do. So how can you expect an outsider to deliver marketing which is appealing to technical buyers and persuades them to choose you over your competitors?
Is it worth translating your website?
While you are likely to find many people who will do business with you in English, there are some compelling reasons why your marketing might need to be translated into other languages…
Product demos that deliver results
Product demonstrations can be a critical part of the customer journey. If your demo misses the mark it can derail the entire sales process. This in-depth article looks at the critical success factors that you need to plan, prepare and deliver a successful demo every time.
Everyone’s using AI, so why not us?
The emergence of large language models has really fired up people’s imaginations, but if you are responsible for marketing in your business, this article will shed some light on opportunities that are available right now to reduce costs and improve the productivity of your people…
Which strategic marketing insights can you gain from your own financial accounts?
There are numerous ways of gaining deeper insights into your customers, but a good start point (that is often overlooked) is analysing your own accounts and asking these important questions…
Five signs that your website content may need updating
If you are concerned that your website hasn’t been updated in a while, it’s probably time to think about adding new content or making some changes to what’s already there. Here are some of the most pressing reasons why you might need to update your website now…
Creating consistency and saving time
If you are anything like the sales and marketing team at software business, DeltaXML, you rarely have enough time to do everything you have committed to. They found is particularly frustrating having to prepare a slightly different, audience-specific company overview for every event or to go with articles that they had submitted…
Improving sales conversions – key questions
I’ve been asked a few times recently if I can help software companies to understand why they are struggling with lead generation and in particular low conversion rates from their website. If you are having similar challenges, you might find this questioning process helpful:
Old-school marketing: revisiting the Three Rs
In days gone by, the Three Rs were considered the cornerstones of education, on which everything else was built. A lot has changed since then, but your marketing still needs to be built on solid foundations. So here we’re exploring three new Rs for marketing your software, engineering or high-tech business…
Five questions to ask before you commission a new website
If you’re like most business owners, you have probably been thinking about updating your website for some time. And now that you’ve made the decision, you want to find someone you can trust to make it happen without further delay. But before you brief a web designer or agency to start the project, it pays to get a few things clear first…
Three ways to use LinkedIn in your marketing
When your business is about selling complex technology products to business buyers, some people are sceptical about the relevance of social media. But there are huge differences between the social media platforms and who uses them. LinkedIn is unashamedly a business to business platform, optimised for people who want to build business relationships.
The secret of outstanding marketing?
All great marketing is based on one thing: customer insight. The more you (and your marketing people) can see the world through your customers’ eyes, the more your marketing will be tuned in to their priorities.
How to write great case studies
When you have limited time and resources to dedicate to marketing, it pays to focus on things that will really make a difference. Near the top of the marketing priority list is a good set of customer success stories or case studies.