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The best software marketing teams are given the resources and time necessarily to break through and get that company referenced as an industry leader. These teams are given the privilege to continue marketing long term, provided ample resources to succeed, and nurture the right talent because their management sees marketing as something which impacts revenue.

Their team members are proven and passionate

Instead of simply hiring the cheapest or most convenient hire, smart software companies grow their teams with proven, passionate individuals (or at least bring smart, eager to learn team members on board). There is the old cliche that client-side marketers “don’t care” or “are boring.” This idea is shattered at software companies who rocks at marketing: their team members care and have passion. A consultancy is great and can help boost a software company’s digital reach significantly, but the right team members internally are also vital for long term success.

They never launch, just iterate

The idea of the launch in marketing is one which is fast fading in relevance. Instead of a big launch, the ability to maintain a pace with relevant communications is even more valuable. Not to completely downplay the idea of buzz, it’s still vital. But the savviest software marketing teams can orchestrate buzz without necessarily having a reason. They’re also organized for failure – and in fact are encouraged to fail like crazy to find what works.

They create lots of great content

I touched on this in my recent primer on content marketing. The best software companies aren’t just relying on a static set of product pages to draw prospects. They are actively producing a variety of content across digital channels not just about their product, but to become a go to resource for the industry. Content is so good it deserves to rank highly in organic search.

They tap their customers/super users as part of marketing

The best software companies are bringing their users into their marketing organically. And not just as part of marketing collateral, they are creating opportunities for organic linking and endorsements through the web. Further, they know the power of who to tap: super users and true fans. They use them as case studies, success stories and referral sources, sure, but even more so they integrate them within social marketing initiatives.

They experiment

Coloring within the lines is for marketers who want to be perpetually lost in the noise of the web. Experimenting should be a part of everyone’s strategies and a critical component of the modern marketing mix. If you’re not budgeting time to experiment, make the time today. If you actually have creative team members, experimenting may end up proving more valuable to break through the clutter than anything else you do.

They integrate marketing and sales

Marketing and sales teams are not put in silos – rather, they work together, learn together, share data and ultimately work as a team. Software marketers need to understand the sales process and buying cycle (and the reverse is true: software sales pros need to understanding the marketing process).

Their team members have personalities

And their management teams let them be themselves on the web to help forge connections. Software companies who have team members that are known in their industries have a decided advantage against competitors who don’t. It’s an edge to tap personal networks for marketing initiatives in tandem with the networks that business has built.

Pull and push marketing

Pull is important, but the best software marketers also understand (and leverage) push marketing tactics such as email marketing. Even in a social-powered web, marketers can’t deny the power of push campaigns.

Marketing & metrics and emotion driven

Software marketers need to be metrics driven and savvy with reporting meaningful outcome metrics and KPIs to show accountability to constituents. With that said, it’s getting more and more common for software companies to be totally metrics driven in their marketing and outright ignore creativity in their marketing. The best software companies mix metrics and emotion.

Product teams work directly with marketing

By ensuring product teams are in communication with marketing strategists, they can help ensure they are developing features that will truly help make the product stickier. While product development cycles can be lengthy, listening to and actually incorporating suggestions from marketing can provide an advantage against competitors who don’t take this feedback into consideration.

Software companies who nurture a digital community will do more than activate the social media and SEO intersection. They will build up a powerful and trusted army of marketers who spread word of mouth about the brand’s resourceful content and product.



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  19. 5. 2012.

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