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   .

Software Marketing Glossary
by Al Harberg, the press release guy from DP Directory

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software marketing, marketing focus, defining your market

from Rule #2 - Precision - in the book Guerrilla Marketing Excellence - The 50 Golden Rules for Small-Business Success by Jay Conrad Levinson, the May, 2010 Educational Software Cooperative Software Marketing Book Club selection.

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Software marketing begins with
defining your software market accurately

software marketing, marketing focus, and defining your market If you want to increase your profits, you have to define your market accurately.

Levinson tells us to make a list of our best customers, and answer some key questions about them -

  • What do they read? In the software industry, that would include computer trade magazines, computer consumer publications, dealer/VAR journals, vertical market publications, newspapers, blogs, and other sources of news and entertainment.
  • What trade shows do they attend? Include local and national shows, as well as international events.
  • What groups do they belong to? Include trade associations, unions, business and professional groups, and local associations of every type.
  • What marketing tools get their attention? In the software industry, that would include websites, email, blogs, postal mail, phone calls, and dozens of other marketing vehicles, all of which need to be thought through. Have you thought about bind-ins, blow-ins, ride-alongs, and co-op mailings? We all should think through all of these vehicles, from roadside billboards to the videos that we watch when we pump gasoline into our cars. And don't forget buzz (word-of-mouth advertising).
  • How did these customers initially hear about your company?
  • What are the problems that your customers have - particularly, what are the problems that you can help them solve?

Ask customers for referrals

Ask customers for referrals to their colleagues.

Levinson says that lack of marketing focus is the marketer's biggest problem.

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Glossary Index
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A - B - C - D - E - F - G
H - I - J - K - L - M
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Table of Contents
of the - S - pages:
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sales funnel
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