Make Informed Marketing Decisions
Decades of experience has taught us that there’s no one-size-fits-all approach when highlighting your value proposition to your end-users and potential partners. Visit our collection of articles, guides, infographics and videos to learn which marketing tactics are best for you.
How Can I Find Reliable ISV Data?
If you are reading this article, I am assuming that you landed here because you are in need of reliable ISV data. Software companies with white labelling or embedded offers, and who are looking to sell with or to ISVs are becoming more and more prevalent.
How to Choose the Best ISV Prospects for OEM Partnerships
Integrating or embedding one software product into another (or connecting two solutions via APIs) is a pillar to ensure growth for both the ISV and the OEM provider. These ISV-to-ISV relationships or ISV-OEM partnerships are, now more than ever, in great demand.
Common Misconceptions about ISV – OEM Marketing and Sales
ISV – OEM marketing is a beast. One of the things that most people don’t realize about OEM sales to ISVs is how critical timing is, which means it is super important to have a giant sales funnel. OEM sales cycles are usually long—in some cases taking upwards of 18 months to complete from start to finish. And of course, in the end, not everyone is going to opt for your offer, which means the more ISV leads you have, the better. What’s funny is that many OEM program holders don’t see it that way. They think that it’s sustainable to rely only on inbound inquiries, and they don’t dedicate much (if any) time to outbound lead generation. Since OEM is often considered a kind of side business, the importance of nurturing is often neglected. The problem with this is that ISV–OEM marketing is largely about education, and converting leads into sales doesn’t happen overnight. So, what happens when those inbound leads stop coming in? Then what? An inherent part of targeting ISVs with an embedded offer all comes down to engaging Product Managers in one fundamental debate: whether to buy the features your solution provides or to assess whether they can build them internally. Of course, as with any debate, there are pros and cons to both choices. Buying means making a monetary investment upfront and paying a licensing kickback that continues over time. Building means having the internal resources available with the right skill set, and
3 Sure-Fire Techniques for Getting Past Gatekeepers
Have you ever tried calling a decision-maker only to get blocked by a Gatekeeper? Well, you are not alone. Many people who try B2B cold calling get stuck because they don’t know how to get past Gatekeepers, the first people who pick up the phone and whose job it is to filter important calls from the unimportant ones. There is a plethora of reasons why callers get stuck at this stage including:
How to Deal with Marketing Ups and Downs
The feeling of being unproductive and running out of ideas happens to the best of us. Try these tips and you might just be surprised with the results.
ISV-OEM Lead Generation Strategies That Work
Recruiting new ISV partners to your OEM program is a highly valuable endeavor. Not only is OEM driving revenue at record rates, it is becoming one of the fastest growing business drivers out there.
How to Create a Reseller Program
Always start by truly understanding your desired reseller profiles and highlighting the value propositions that are important to them.
Why are so many people trying to sell me leads? 3 Tips for Finding a Reliable B2B Lead Generation Supplier
It seems like it’s a daily occurrence that I get emails, Inmails and spam coming from all sorts of people trying to sell me leads. Maybe you get those messages too—the ones that promise you’ll close more deals faster and look like they’ve been copy/pasted, then sent out to everyone under the sun…
Why DIY Marketing Isn’t a Good Idea
Here are the top five pitfalls to avoid when doing marketing yourself.
How Thought Leadership and the Death of Expertise Shapes Marketing
If you thought being an industry influencer is just about sharing informed opinions about the market, think again.
How to Improve Your B2B Software Sales Approach – 3 Quick Tips to Get You on the Right Track
Whether you are looking to generate end-user leads or build your pipeline of potential ISV-OEM partners, reinventing sales pitches means putting forth a consistent and concerted effort. The language you use needs to be relevant to your target audience; staying up on industry trends is, therefore, a must.
Inspiring Prospects to Engage When (at first) They Don’t Want To
Let’s face it: telemarketing or cold calling is the black sheep of marketing tactics. It’s gotten a bad rap because of outsourced BPOs scattered around India and Asia bombarding people at home at inopportune times (like right in the middle of dinner) calling about worthless products or services that no one wants or needs.
B2B Software Marketing Agency vs In-House: Which One Should You Hire?
Should you hire a team of full-time marketers or an agency? Here’s a breakdown of several factors to consider as you weigh your options:
Why Your Methods of Calculating Marketing ROI Are All Wrong
The key is to always look at the bigger picture, considering both the quantifiable and non-quantifiable factors: long sales cycles, brand building, customer satisfaction etc.
B2B Lead Generation Outsourcing Best Practices Workflow
If you’re looking at outsourcing your lead generation, you might come across a few friction points: You have no idea where to find the right agency You have no time to thoroughly vet each provider on the list You’re uncertain what actually goes on throughout the entire process of lead generation, and you don’t know what’s right or wrong You’re not convinced that a third-party vendor will be able to deliver the same quality leads that your internal team generates You’re afraid that the agency will run off in the wrong direction and you won’t have any control over how the agency represents your brand
5 Tips to Ensure Your Marketing Efforts Are a Success in 2024
Each New Year we all sit around making resolutions and goals, only to forget all about them come February. Am I right? Well this year, how can you stick to your objectives to make them a reality? Here are 5 tips to help kick-start your marketing efforts and sustain them so that 2024 is a success.
Why Having a Big OEM Sales Funnel is Critical and How You Can Build One
Listen to this episode where Liz Lemarchand, MediaDev’s COO talks with Dan Outcalt, an OEM sales expert, about why it’s critical to have a big OEM sales funnel, perhaps even more so when selling to end-user customers, and how to build. Tune in!
How much money are you losing by not exploring OEM opportunities with your client base?
It’s amazing to me how many people who work in the software industry are completely unaware about what OEM means. Don’t get me wrong, I’m not judging anyone here. I am merely pointing out that OEM is ignored more often than not. Which if you do understand the benefits of having an ISV-OEM strategy, clearly means that most software companies are missing out on a very profitable source of revenue.
Why Branded Podcasts Should Be at the Forefront of Your Thought Leadership
In this episode, Liz interviews Alisa Manjarrez, Managing Director of Stories Bureau and an expert on B2B podcasts. If you’re exploring including podcasts in your marketing strategy, tune in!
What ChatGPT Has to Say About B2B Software Sales in Light of the Current Macro-Economic Context
The macro-economic context is likely to have a significant influence on B2B technology purchases over the next 18 months. Here are several ways in which it may impact these purchases:
Choosing the Right Marketing Agency (Checklist)
Choosing an agency can be time-consuming and comes with a lot of pressure. The decision could have a large impact on the growth of your company or the program that you are managing.
How Market Intelligence Reports are Crucial to Any Sales Person’s Bag of Tools
William Philipps, one of MediaDev’s Senior Lead Generation and Social Selling Executives, gives his insight on using market intelligence to enhance sales outreach to generate more (and better quality) leads.
Why You Need to Stop Counter-Arguing Prospects
In this episode, Liz addresses why you need to stop counter-arguing prospects even if as sales professionals, we’ve all been taught why it’s important to list out some of the main reasons for negative and make sure that we’re able to effectively counter-argue those. She also gives tips and examples on how to continue the conversation even after you get a no. Listen in.
Four Areas Your Sales Teams Must Address to Deliver a Winning Product Demo
We often speak about lead generation for software companies and how to build a solid pipeline of qualified opportunities, but what happens when those leads are passed on to sales? This article focuses on the importance and often vital role that product demos play in a software sales cycle.
ISV Marketing: Strategies to Drive Sales and Grow Your Business
Everyone’s curious about ChatGPT and trying out all kinds of queries to test the technology. We decided to ask it to write an article about ISV Marketing and this is the result…
