Software Marketing Strategy for a Services-Oriented World

The Software Business Advisor is a free monthly newsletter aimed at helping software vendors make sense of the changing software industry. It provides tips, techniques and tools to assist in software business planning, software sales, and software marketing.

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Volume #5, November 2009

Included in this issue:

  1. Thanksgiving Special: 50% off all our downloadable templates. This week only!
  2. NEW: Software Marketing Plan Template
  3. Marketing Plan Mistakes to Avoid

With the economy still sluggish, all businesses need help getting the biggest impact from their marketing efforts. In this issue, we focus on tools and tips to simplify your software marketing planning.

Also, if you act now you can get 50% off all our downloadable templates, including our new Marketing Plan Template. Check out the details below.


1. Thanksgiving Special: 50% Off!

This week we have a special promotion just for our newsletter subscribers: check our Thanksgiving Special to get 50% off any of our downloadable business plan and marketing plan templates.

This is only valid until the end of November, so act now!

These templates will help you put together winning business, marketing and sales plans for your software company in no time. They include professional, detailed software business plan and marketing plan templates, financial spreadsheets to project and track key software and SaaS business metrics, practical tips and guidance and how-to articles.

Our template packages include:

  • Software Company Business Plan Package
  • SaaS Business Plan Package
  • Software Marketing Plan Package

For more information, or to download the templates, get more detail on the Thanksgiving Special here. Act soon, because this discount will end at the end of November!


2. NEW: Software Marketing Plan Template

Do you need a software marketing plan template that's specifically designed for a software business?

We have just introduced this detailed 13-page professional template, written in Microsoft Word and fully editable. Also, this package comes with guides on how to write a marketing plan, and marketing in a recession.

Whether you are an experienced software marketer, a technologist that needs some marketing help, or new to the software business and looking for guidance, our Software Marketing Package will meet your needs.

Used by our consultants with real software and services companies, this Software Marketing Package will help you put together a winning marketing plan for your software company in no time. It includes the detailed marketing plan template in Word, and software marketing guides with practical tips and help on writing your marketing plan and optimizing it for the recession. We even include 30 minutes of free software marketing consulting.

What's more, we are currently offering the Software Marketing Package to our newsletter subscribers for 50% off the already low list price... the total cost is only $7.48.

Click here to check out the Software Marketing Plan Package here.


3. Marketing Plan Mistakes to Avoid

Avoiding common marketing plan mistakes is one of the easiest tips to follow when writing your marketing plan.

What are the biggest marketing blunders that companies make? Here is our top 5 list:

1. Not Writing or Updating the Marketing Plan

The most common marketing plan mistake made by small businesses is not understanding the importance of having a current marketing plan in the first place. If you know your business environment and your target customers’ needs, then putting together a marketing plan shouldn’t be a lengthy undertaking. And it is the best way to make sure you are getting good ROI from your marketing dollars.

2. Not Having a Marketing Strategy

Too many times, I see clients that plan their marketing tactics (glossy brochures, tradeshow booth, email campaign, etc) without having any strategy in place. That’s a waste of good marketing dollars!

Marketing strategy is the high-level rules that should govern your marketing budget decisions, aligned with your business goals. Before you start writing a marketing plan, make sure you have completed the marketing strategy planning exercise that we laid out in this article.

3. Not Making Effective Use of the Internet

Internet marketing can be one of the most effective and cheapest ways to influence your target audience. But too many businesses leave their website and online marketing activity as an afterthought. Take a look at this article on developing your internet marketing strategy.

4. Focusing too Heavily on Big-Budget Marketing Items

Is 90% of your marketing budget and effort spent on your annual tradeshow booth or a glossy direct mail piece? If so, you should be realy sure that it’s the absolute best use of your marketing resources. Usually, marketing is most effective when you can influence your target audience through a variety of complementary channels (eg, email, blog, forum postings, advertising, direct mail, etc). Gone are the days when buyers relied on their annual industry tradeshow as their single source of product/service information.

5. Not Tracking Your Marketing Results

One of the marketing plan mistakes that most businesses make is not tracking the business results of their marketing efforts.

Marketing planning is an iterative process: you set a plan and a budget, execute the marketing tactics, see what worked and what didn’t, and then revise the plan based on those learnings. How do you know which marketing activity was the best use of your marketing dollars if you don’t track the results? How much did you spend? How many new customers did you get? What was the acquisition cost for each new customer compared to how much that customer spent with you?

For more software marketing planning tips, check out our article on how to write your software marketing plan.


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Featured Downloads

SaaS Business Plan Template

A detailed business plan template for SaaS companies

Software Company Business Plan Template

An easy-to-use business plan template for software product companies

Software Marketing Plan Template

A time-saving marketing plan template designed specifically for software firms




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