Author: web25982625

When attending to US early stage software companies, I need to remind the marketing and developer teams that “Privacy is considered a fundamental right for all individuals living in the European Union.”

“The first and foremost principle for the ethical use of data is to ensure that the whole process is done with the intention of providing tangible benefit to both the users and the data researchers.” (Ronald Van Loon)

The prospect should “opt-in”  versus “opt-out”, when it relates to marketing emails and phone calls, and customers should also understand what is being done with their enterprise data, and how it is used by the application “services” provider.

As an intelligent and well educated person, who´s Linkedin profile probably appears as blase and boring  as everyone elses, i.e  often the same family demographics, you may feel to have done everything correctly when engaging with potential investors. Logically and based on the advice of many mentors, boot camp lectures and web based resources, requesting cash should eventually work, if you and your team do it long enough.

No, probably not.

Even after the 100th time, learning and modifying your strategy and presentations, this approach may not bring you any further. You will remain you, intelligent, possibly boring and well educated.

May I suggest getting a few domain and industry experts on your  1) board of advisors,  2) documentation and  3) multimedia, to add a VERY visible and differential personalized advantage ?

This approach can also convince those early prospects to make an initial purchase and contribute to your sales growth…  provided your operational logic and intelligence are still included.

It would seem almost out of place and certainly not a software sales strategy I could endorse, surprisingly, in today´s world of open API´s and numerous cloud based solution providers for developers. Recently, I came across a ventured backed enterprise software company that sells its sophisticated software solution as a “black-box”.

Should you consider a “black-box” enterprise approach, intelligent customers will not feel comfortable and this distrust will scare them away.  By instinct, they will run to find an alternative platform or solution.

Should you feel uncomfortable to “open-up” for fear of the competition – it most certainly is already too late. Try this..

To improve your company sales growth and your board of directors satisfaction – offer your  “black-box” solution as a professional service and tell your customers exactly what you are building and integrating, step by step. This will also establish trust and a longer term  “service” relationship for future cash-flow.

Please – no more “black-boxes”, this will impede your already slow enterprise sales (?) even further.

• Video conference (HD, 1080p video plus audio)
• Interactive ( Google / Office 365 docs / whiteboard + stylus)
• „On the fly“ and flexible, according to your calendar and team needs
• Maximum productivity, no “company fixed visitor schedule”
• No additional travel expenses (flights, meals, hotels)
• Your company approved, working and secure web conference platform (Webex, Citrix, Zoom, Skype)
• Monthly flat rates (no hourly / daily fees)
• Internal team member (contractor agreement)

 

1. “Solution-Marketing” Communications

How are you driving more developer teams to your website ?

Why are they curious ?

Your Answers (2) :

Build solutions to real problems – then communicate to the community of users. If you post detailed and credible information to a real problem – there will be a response to your blogs and tutorials / best practices.

What “organic ONLY please” communication strategy are you using to attract developers ?

Your Answer :

Remember, developers already HAVE an opinion, have built their own solution processes internally, and YOU need to invite them to “change over” and adapt their behavior and habits.

The simplest way to have developers switch to your solution – is to make it as easy as possible, for them to experiment and “FEEL” the difference and impact.

How many forums have your “sign-up for free” link ? Github ? Twitter ?

Your Answer :

2. Pricing – “Open, Transparent and Simple“

Users should be able to figure pricing out – by themselves.

You have seen the freemium examples on other portal sites.

“Test and use for free to start, no commitment – try before you buy”

Validate, by asking signed-in evaluation users, if they understand the pricing model. “Click and order – please no calls”

3. People in Sales / Business Development

Disappointingly, most Sales / BD people do not have Soft. Eng degrees nor have they ever programmed, anything. I often ask myself – why are they even working in this industry, if they do not understand the fundamentals ?

Why did you hire them, to do what exactly – detailed list of activities, and why ?

Your Answers (3) :

To qualify the sales role at the start-up phase – focus on best practices and getting your positioning confirmed by the user groups, participate in forum discussions, and reply to tweets with Q&A. The feedback will solidify your positioning. (If you do not understand the technical fundamentals – you are not qualified to do “this type of community work”.)

Can you share your OWN related experiences to problems, in discussions with the community of external developers ?

Your Answer :

Can your own company team relate to the benefits offered, based on actual usage and experience using your own platform ?

Your Answer :

Action points –

• Focus on the emotional pain and situation of the developers.
• Facts work – simple benefit statements in marketing and sales DO NOT.
• Demo a Use Case online – demo the “before and after” using your platform. Measure, quantify the impact -> show the QUALITY of the results, to prove scalability and benefit.
• Focus and demo on HOW you do it and this will explain the WHY – why the developers should as well. (If they understand and believe.. they will copy and follow your leadership)
• DO NOT SELL – feel it out.. stick to the HOW. Be a teacher and guide.

4. Sales / Business Development – “The Waiter and Waitress”

It is the responsibility of providing “service” to the developers experimenting with your solution. They need to discover the advantages themselves – do not push to convert them to paying users, until the time feels right on both sides.. i.e. They will order..after trying out the menu and will acknowledge the value, and later pay the $$ price.

WHEN developers like your solution – they will tell other developers – and this is “organic marketing” at its best.. Open communications, transparency and a trusted relationship are fundamental truths that lead to results. Sell and work the way you would like to be sold.. take your time to build the relationship.

What are your internal procedures and defined detailed steps for a business development / sales person to follow – once a lead is visible and logged-in ?

Your Answer :

5. Documentation

An important topic, I myself have had the “fun” of doing. This is not easy – but most important, as developers like to work independently and figure things out for themselves – and THEN ask questions via an online or internal forum and user group.

• How simple to understand is your documentation ?
• Is it placed into simple “chunks” ?
• Do you have videos and step by step modules to follow ? The modules are important as they will help you to measure where developers get stuck in the “conversion” process.
• Where is your forum – onsite or external community

Your Answers (4) :

6. Measurement – “Performance Indicators“

Marketing

Have you found a use case and can you feel a potential pull / direction, yet ?

Your Answer:

How are you measuring feedback from the developer community in your communication channels ?

What system and metrics are you using ?

Your Answers (2) :

What repeatable step by step forward working process is in place to measure success and growth, with a lead ? Where do you most often get stuck in this “conversion” process ?

Your Answers (2) :

How flexible and agile are you in changing the “sign-up to conversion process”, to learn and move more quickly forward, based on messaging feedback ?

What is the timeframe for measurement and change in approach ?

Your Answers (2) :

7. Per Use Case

ASK your “evaluating” developers – WHAT they are building and the challenges they are facing. It would be good to know – WHEN they need to complete a certain project and HOW they are doing the work, internally – this information can then feed into your marketing and use case communications and marketing channels.

Questions qualify leads.

8. Developers are “Pavlovian Dogs”

Design and play games to teach and educate developers new tricks, with a reward.

An “active engagement and game” should benefit the developer community, first. It is for THEIR benefit – not only yours.

Can they build and complete a task with your solution and compete with others in the community ? Do they make “recommendations” and win a loyalty and ambassador title and designation + reward for their active engagement ? Remember – they will also lead the “pack” of community users forward.

Your Answers (2) :

9. Branding

Just how high quality can your clothing gifts and t-shirts go ? Don’t go cheap – it reflects the maturity of your company as well.

Color t-shirts are great – Shetland wools and 100% cotton tops, hoodies for all year and colder weather are even better. (see northern climates)

The better the quality – the longer your branding will be visible in a “growing user” community. Better ROI.

10. Conference and Events

Linuxworld, KubeCon – how WILL your company attendance and speaker slot help developers improve their skill set ?

Your Answer :

What are you doing for “active” Q&A engagement versus merely speaking at the event ?

Engagement after your speaker slot – dinner, lunch – food works well !

Your Answer :

Can you co-host any events or online conferences with a technical partner ? Who would that be ?

Your Answer :

 

(A special thank you to Casey Clegg, François Lanthier Nadeau, Polivas Korop and Ms. Sam Richard)