What is Marketing?
In B2B software, marketing is the execution of a business process that generates awareness and
demand for a product or service. Measurable outcomes include lead generation as well as increased
market awareness. Marketing also supports the consideration and closing phases of the sales process.
Marketing activities and tactics are typically grouped together into campaigns and include some or
all of the following:
A company's Web site has become one of the cornerstones of successful marketing in B2B software.
Your Web site should have enough content to satisfy even the most analytical visitor,
and designed to generate interest, make it easy for visitors to identify themselves
if they are serious buyers, and support the sales process.
- Print, outdoor and on-line advertising
- Direct mail and direct email
- Public relations
- Web and live seminars and other events
- User stories
- White papers
- PowerPoint presentations
What is the first step for successful marketing?
An appropriate mix of activities and tactics plus a compelling Web site are key ingredients in
successful marketing. However, the first step is to create a message strategy. It consists of a
positioning statement and three supporting benefit statements that unfold the story about your
product, service or company in more detail.
See detailed explanation of the message strategy.
A message strategy makes it easier to deliver the same message across all marketing medium
including Web sites, brochures, advertisements and presentations to investors, industry analysts
and prospects. Repetition is one of the most important factors in claiming a position and giving
it staying power. Remember, you'll get tired of your message strategy long before your target
audience is tired of it - and sometimes even before all your audiences have heard your positioning
for the first time. Give it a chance to work.
How we help with marketing:
- Your marketing materials will have a clear, compelling message
- More effective marketing campaigns
- Increase awareness and demand
- Reduce the cost of creating materials
- Produce marketing materials faster
- Eliminate micro-management of the creation process
Let's Get Started
Contact Lawson Abinanti to learn how you can make your marketing budget go further through effective positioning,
and message strategy development. Lawson can be reached at (425) 688-0104 or
Also, we offer workshops on-site or at training facilities
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