June 7, 2010 | 0 Comments | Content Marketing, Lead Generation, Messaging
At we see a lot of editorial content, be it news articles, columns, interviews, how-to guidance, white papers. Moreover, we get to compare the readability, provocativeness, and effectiveness of all that content. One of the most interesting areas of comparison is with white papers that ISVs prepare to attract and connect with prospective customers.
May 10, 2010 | 0 Comments | Lead Generation
Perhaps you’ve heard the statement, “At the end of the day, it’s all about leads.” This is true to a large extent, but at the end of the day, it’s also about your cost per lead. Successful ISV marketers know how many leads that they received from each marketing program, as well as how much each lead costs them to acquire.
April 22, 2010 | 0 Comments |
Google Ad campaigns can be effective in driving a lot of traffic to your website, but they can be incredibly expensive, both in time and money, if you’re not careful. I've seen several ISVs make mistakes in trying to run their own AdWords campaigns.
April 17, 2010 | 0 Comments | Content Marketing, Messaging
When it comes to ISV marketing, we always stress the importance of thought leadership. A blog is the perfect place for you to position your organization as a thought leader and expert within your business and technology focus area.
April 14, 2010 | 0 Comments | Branding, Content Marketing, Messaging, Public Relations
Can press releases really help promote your new or upgraded products? With so many press releases floating around on the Internet, it may seem a waste of time to even invest the time in writing releases. But the reality is that the old-fashioned press releases can be a powerful tool for software companies in the Internet age...if used correctly.
April 11, 2010 | 0 Comments | VAR Partnerships
What’s the best way to start, or strengthen, a partnership with a VAR? Investing in traditional marketing efforts is a fine start, but then what? How do you make your solution stand out to a VAR among your competition? Do you find ways to make it easier for a VAR to sell your solution?
April 8, 2010 | 0 Comments | Lead Generation
In our daily conversations with ISVs, we’ve noticed some common trends in their marketing strategies. Some of these trends lead toward success, while others seem to lead to stagnation, if not outright failure. What separates a successful ISV who’s able to consistently generate new customers and VAR partnerships, from a struggling ISV who can’t seem to get it right?