Recent articles
Here’s your weekly dose of practical marketing insights specifically written for ISVs, channel partners and pretty much anyone in software marketing.
Most software founders don’t struggle because they don’t know what needs to be done. They rarely reach the end of their to-do list because there is only so much time in the week.
Content syndication can be an effective way to generate demand, especially for software vendors looking to reach new audiences, educate buyers, and create early-stage engagement. For companies selling into longer, more complex buying cycles, however, its impact depends heavily on what happens around it. Syndication can help surface interest, but turning that interest into qualified pipeline often requires support from other channels, including nurture, ABM, partner marketing, and sales follow-up.
Account-based marketing, when it works, is the most efficient way for software vendors to land high-value B2B contracts. Many ABM campaigns are failing, though, not because the creative is bad, or the ads are poorly placed, but because the data foundation isn’t solid.
If your partnership strategy is not having the impact you thought it would have, it’s easy to question whether you made the right hire. The real reason might be something totally different.
When was the last time you asked ChatGPT something instead of Googling it? If you’re like most people in the software industry right now, it’s happening more and more. Maybe you asked it to compare two integration platforms. Maybe you wanted a quick breakdown of pricing models for a specific tool category. Maybe you just didn’t feel like wading through ten tabs to find a straight answer.
