successfully market Software marketing in B2B works differently than with traditional products and servic
Central pillar of marketing: enabling the user to use the software
Knowlge transfer plays a fundamental role
The introduction of a software do not end with the launch
continuous procs of tting and optimization
Software marketing in the B2B sector is undoubtly one of the more complex marketing strategi. B2B compani in particular. A whose core competence originally lay in the marketing of haptic products or classic servic. A should sensitize themselv cameroon number data to the special featur of this product category before introducing digital products. We show the five phas of succsful software marketing in B2B.
The five phas of software marketing in successfully market B2B are strongly user-center. However. A they are also bas on the information n and expectations of the target group regarding the product and the associat service.
Phase 1: Marketing the software
In the first phase. A the foundation of the new design process for more flexible b2b websites product is laid. Here. A fundamental qutions about the software. A its scope and the framework conditions are defin. You can use the 5 Ps as a guide:
- Product: What is the name of the software. A what can it do?
- Procs : How do the procs work. A how do the software fit into customer procs?
- Place: Where is the product available?
- Price : How much do the software successfully market cost? Which pricing model should be us?
- Promotion : Which target groups are addrs. A where are they addrs. A what is the promise?
Phase 2: Getting to know the software
In the second step of software marketing in B2B. A you define where and with which content you want to draw the target group’s attention to the software for the first time. To do this. A you ne precise information about the target group’s online usage behavior. Then channels and content are defin. Possible channels can include:
- product landing page
- Google Ads
- Google Organic Search
- e-mails and newsletters
- online specialist mia
- Social mia and social ads (Xing. A LinkIn. A Facebook. A Instagram. A YouTube. A Twitter. A…)
- influencers
Contents that can convey the msage via the channels include:
- product videos
- referenc
- Screenshots from the software interface
- webinars
- blog articl. A white papers. A technical articl
Ideally. A the content and channels are chosen successfully market so that they help to increase awarens of the software. A communicate its benefits and generate leads or users. A user-center product prentation bas on industri. A areas of application and solutions as well as differentiat pricing options with gradations in the product scope help with this. This way. A you can addrs the individual n of each target person.
Phase 3: Understanding the software
If you look at the customer journey of the target group. A the first step has now been taken and attention has been drawn to the basic functions of the software. This attention should now be us to explain to the prospective customer the advantag for their everyday work and to convince them to decide to purchase the software. The user usually asks themselv two qutions to which you should provide an answer:
“Why do I ne the software?”
Use cas can be particularly helpful here. They prent different user scenarios and thus provide an idea of the applications in which the user can identify. This can work with the help of case studi. A ttimonials or on social mia line data with influencers.
“How do the software work?”
In order to overcome initial fears of using the new software and to create trust in its ease of use. A it is particularly helpful to provide insights into the software. Give your users insights. A e.g. with online cours or webinars. Demo and tt accs can also be extremely important for prospective customers. This ruc the risk of what is often a very high invtment by tting the software before deciding to buy it.