February, 2010

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Engineers are marketeers, too

Practical Advice on SaaS marketing

In my last post, I went out on a limb, claiming that in a software-as-a-service (SaaS) business, customer support is actually a marketing function. Retaining happy customers and reducing defections through first-rate customer support is vital to SaaS success. So now that I've climbed out on this limb, let me go even further: In SaaS companies, engineers are marketeers, too.

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Secrecy is over-rated

Practical Advice on SaaS marketing

Just because Steve Jobs and Apple can go stealth, doesn't mean it works for most technology companies. Apple is the rare exception of a company that can roll-out a new product like the iPad in front of a global audience drooling with anticipation after keeping the device under wraps for months, although even Apple had difficulty containing leaks. Time was, this was standard operating procedure in the technology market.