Claire Alexander brings nearly two decades of experience in digital strategy, new product development, and go-to-market leadership across the media, clean tech, education tech and advertising tech industries. She sat down with SoftwareBusinessGrowth.com to discuss how software companies should handle negative customer reviews, how they can generate more reviews, and why B2B software buyers rely on online reviews when making purchasing decisions.
Many companies view awards as superfluous to their main activities, believing their products and services should speak for themselves. This confidence is absolutely key to success. But why not accelerate the journey and share your achievements with prospective new customers and partners?
Andrus Purde knows firsthand how to scale SaaS marketing teams. Purde is the founder of Outfunnel, and was previously the head of marketing at Pipedrive and a product marketing manager at Skype. During his tenure at Pipedrive, he built a marketing team of more than 20 people and was along for the ride as the company grew from zero to more than 50,000 paying customers.
Is your software company suffering from “We Can Sell This To Anyone” syndrome?
If you’re one of the 80 percent of B2B companies with marketing dollars allocated to events, keep reading – especially if you’re a software company that hosts its own partner/user conference. If you’re not part of the event world, you should know Forrester ranks trade shows and events as the second most effective marketing investment behind your company’s website (but convincing you to enter the events business is another article for another day). When done right, partner/user conferences are a proven way to reduce churn, generate revenue, increase engagement, gather feedback, and create excitement about new products or features.
Peter Jackson, CEO of content collaboration software company Bluescape, is an experienced executive with a successful track record of founding and rapidly growing innovative SaaS companies into industry leaders. He founded and grew two companies, leading one to a successful acquisition and the other to an IPO. Throughout his career, Jackson has shown a keen understand for marketing’s role in scaling and growing tech companies. Jackson sat down with ISVinsights.com to shed light on marketing tactics that work.
Speaker and author Seth Godin is the author of 18 books, including Tribes, which was on the Amazon, New York Times, BusinessWeek and Wall Street Journal bestseller lists. To his raving fans, Godin needs no introduction. To the average software developer who doesn’t religiously read his blog, one of the most popular in the world, it’s important to understand the marketing guru knows the ins and outs of software businesses.
In the last few years, point of sale (POS) ISVs have converged on the user interface as a main point of differentiation. However, that advantage will not be sustainable because there isn’t a high barrier to creating good front-end apps. In addition, some ISVs have been able to rely on first-mover advantage, larger venture capital funding, a strong regional presence, and sometimes, just plain luck to grow their market share. But these strategies only last so long. As the ISV market begins to consolidate, the focus needs to shift to providing real, and continual, value to the merchant and the consumer.
Claire Alexander brings nearly two decades of experience in digital strategy, new product development, and go-to-market leadership across the media, clean tech, education tech and advertising tech industries. She sat down with ISVinsights and Software Executive Magazine shortly after starting her new role as General Manager at Capterra to discuss evolving software purchasing habits, software marketing, and leading a growing tech company.
It’s common knowledge that consumers are increasingly turning to online review sites such as Yelp! and Amazon before making purchasing decisions. As IT becomes increasingly consumerized, B2B software buyers are mimicking consumers’ behavior.
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