5 Challenges of Demand Generation for Niche & Start Up Software Companies
•
2 likes•185 views
Brief overview of some of the demand generation challenges unique to smaller or start up software companies .. and some strategies to overcome them
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (16)
Similar to 5 Challenges of Demand Generation for Niche & Start Up Software Companies
Similar to 5 Challenges of Demand Generation for Niche & Start Up Software Companies (20)
Recently uploaded
Recently uploaded (20)
5 Challenges of Demand Generation for Niche & Start Up Software Companies
- 1. 5 Challenges of Demand Generation for Niche and Start Up Software Companies … and some strategies to overcome them Catherine O’Reilly @oreillycath
- 2. • About Me – 15 years experience in B2B tech marketing – Enterprise software – Transition from larger to smaller company Introduction
- 3. Challenge #1 You’re starting with a blank page …
- 4. What we actually did .. 1. Set goals – sales leads 2. Define audience – market research 3. Decide priorities – attract visitors and convert to leads; target key accounts 4. Create action plan – how were we going to do this: inbound + outbound + supporting content + tools + budget 5. Review regularly – iterate as appropriate
- 5. Product Marketing Sales enablement Competitor Analysis Product Positioning Demand Generation Inbound Marketing Events Social Media Account- based Marketing Awareness Branding PR Analyst Relations Marketing Operations CRM Marketing Automation Website Content SEO Blog Video Ebooks Graphic Design Look & feel Content Production Typical Marketing Department ..
- 6. Challenge #2 In smaller organisations ... Typically, all these roles are filled by 2 or 3 people • Demand Generation • Marketing Operations • Awareness • Product Marketing • Content
- 7. Challenge #3
- 9. Challenge #4
- 10. • E-book • Presentation • Webinar • Blog articles • Infographic • Social posts • Press release Developing & Repurposing Content
- 11. • Publish everywhere • Blog • Email • Social • LinkedIn Groups Promoting Content
- 12. Analysing Performance • Most views coming through organic search Keywords: “work allocation software” • High form submission rates from social media and email marketing
- 13. Challenge #5
- 14. INFO GATHERING • Account profiling – Key Decision Makers – Influencers • Build up Intelligence – Survey – Online research • Create org chart – Identify targets – Figure out connections OUTREACH • Direct mail / Email – Quick intro – Gift • LinkedIn outreach – Request connection – Get introductions – Inmail • Phone call – Follow up – “Research” mode.. 6 step action plan – Account-based Marketing