Category: blog
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Test campaign: One Segment, One Product, Three Weeks
Test campaign: One Segment, One Product, Three Weeks You’ve identified a new and highly promising market niche. Your hypothesis is rock-solid. What’s next? The traditional approach is to launch a full-scale marketing campaign lasting six to nine months with the appropriate budget. But what if the hypothesis turns out to be wrong? That would mean…
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How to Validate a New Business Hypothesis Without a Budget: The SellPromo Method
How to Validate a New Business Hypothesis Without a Budget: The SellPromo Method You have a list of ten promising growth ideas on your desk: entering a new market, launching a product, or releasing a breakthrough feature. They all look reasonable. However, your team only has the budget and time to pursue one. How do…
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How Does Systematic Nurturing Help Reduce the Presales Workload?
How Does Systematic Nurturing Help Reduce the Presales Workload? Let’s start with a simple question: How much does one hour of your most experienced salesperson or presales engineer cost? Now, estimate how many hours last month were spent giving the same basic presentation to clients who ultimately said, “We just wanted to take a look.”…
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Frequently Asked Questions (FAQ) for Technical Products: How to Lower the Entry Barrier
Frequently Asked Questions (FAQ) for Technical Products: How to Lower the Entry Barrier You probably have a “Frequently Asked Questions” (FAQ) page on your website. It was created with good intentions—to save your team time and provide clients with quick answers. However, your sales and support teams still spend hours answering basic questions via email…
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How Marketing Can Explain APIs and Modules Without Involving the CTO
How Marketing Can Explain APIs and Modules Without Involving the CTO As a marketing director in an IT company, you face one fundamental paradox. Your strongest source of credible content is the expertise of your CTO and senior engineers. However, they are also your busiest and least accessible resources. As a result, producing in-depth technical…
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Three Steps from Technical Complexity to High-Converting Content
Three Steps from Technical Complexity to High-Converting Content This is a classic situation in any technology company. The CTO knows the product is an engineering masterpiece. The CMO knows the market needs to hear about it. However, a chasm lies between deep technical knowledge and a convincing market message. How do you build a bridge…
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How to Create Technical Content That Engineers Will Respect (and Read)
How to Create Technical Content That Engineers Will Respect (and Read) Your team has published a new blog post. “How Our Big Data Architecture Is Transforming the Industry.” You share the link in the general chat. Five minutes later, you see the link appear in the internal developers’ chat, followed by a string of sarcastic…
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How to “Package” a Complex Technical Product for B2B
How to “Package” a Complex Technical Product for B2B Without an operating system, a powerful server is just an expensive, humming metal box incapable of performing a single useful task. Similarly, a brilliant technical product without the right “packaging” is just a bundle of code on GitHub with no market value. By “packaging,” we don’t…
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Touchpoint Scenarios Without a Salesperson: When the client matures on their own
Touchpoint Scenarios Without a Salesperson: When the client matures on their own How many potential deals are “sleeping” in your CRM right now? How many were assessed as “good” but postponed for “later”? Hundreds? Thousands? These are your “long bench” — a huge, valuable, yet frozen asset. The problem is that salespeople are a limited…
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Nurture Communication Scenarios for Different Deal Stages
Nurture Communication Scenarios for Different Deal Stages Your company’s sales pipeline is an expensive “graveyard.” Promising deals are “buried” here, lingering for months in the “thinking” or “under approval” stage. These deals are not lost, but they are not moving forward either. This breaks all forecasts and demotivates the team. Why is this happening? A…