Spend First, Think Later: A Bad Idea for Software Marketing
But thinking about a value proposition… that's not fun. That's hard work.
Eat your broccoli first
Spending before thinking is more fun... but it's backwards. You need the value proposition in place before you can do any of the fun stuff. It's like you need to eat your broccoli before you eat dessert. You need to know who you're selling to, what problem they're trying to solve, and why they would buy a solution from you instead of somebody else.
And you need to express that value proposition clearly, concisely, and consistently. You need to do the hard work to answer these fundamental questions before you start spending on marketing programs. (Or you can hire someone like me to help.)Because until you have a well-articulated value proposition in place, it's difficult to get much value from the other stuff.
You can spend lots of money on programs to deliver your messages: PR, search engine marketing, videos, a website, tradeshows, etc.
SaaS customer acquisition: Feed it or starve it?" Eat your broccoli first, then you can have the pineapple pie!
This work by Peter Cohen, SaaS Marketing Strategy Advisors is licensed under a Creative Commons Attribution 3.0 Unported License. Images obtained viaiCLIPART.com.
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