5 Challenges of Demand Generation for Niche & Start Up Software Companies
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Transcript of 5 Challenges of Demand Generation for Niche & Start Up Software Companies
5 Challenges of Demand Generation for
Niche and Start Up Software Companies
… and some strategies to overcome them
Catherine O’Reilly
@oreillycath
• About Me
– 15 years experience in B2B tech marketing
– Enterprise software
– Transition from larger to smaller company
Introduction
Challenge #1
You’re starting with a blank page …
What we actually did ..
1. Set goals – sales leads2. Define audience – market research3. Decide priorities – attract visitors and
convert to leads; target key accounts4. Create action plan – how were we going
to do this: inbound + outbound + supporting content + tools + budget
5. Review regularly – iterate as appropriate
Product Marketing
Sales enablement
Competitor Analysis
Product Positioning
Demand Generation
Inbound Marketing
Events
Social Media
Account-based
Marketing
Awareness
Branding
PR
Analyst Relations
Marketing Operations
CRM
Marketing Automation
Website
Content
SEO
Blog
Video
Ebooks
Graphic Design
Look & feel
Content Production
Typical Marketing Department ..
Challenge #2
In smaller organisations ...
Typically, all these roles are filled by 2 or 3 people
• Demand Generation
• Marketing Operations
• Awareness
• Product Marketing
• Content
Challenge #3
Challenge #4
• E-book
• Presentation
• Webinar
• Blog articles
• Infographic
• Social posts
• Press release
Developing & Repurposing Content
• Publish everywhere
• Blog
• Social
• LinkedIn Groups
Promoting Content
Analysing Performance
• Most views
coming through
organic search
Keywords: “work
allocation
software”
• High form
submission rates
from social media
and email
marketing
Challenge #5
INFO GATHERING
• Account profiling– Key Decision Makers
– Influencers
• Build up Intelligence– Survey
– Online research
• Create org chart– Identify targets
– Figure out connections
OUTREACH
• Direct mail / Email– Quick intro
– Gift
• LinkedIn outreach– Request connection
– Get introductions
– Inmail
• Phone call– Follow up
– “Research” mode..
6 step action plan – Account-based Marketing
Questions?
Thank You
@oreillycath