Giorgio Buccilli's notes on B2B software marketing from www.giorgiobuccilli.com website.

1. Marketing In Practice

2. Conversion Of Units A common marketing mistake is using the wrong language with clients. An example of wrong language is the flight information provided by the captain over the intercom: “Our aircraft is flying at 625 knots Indicated Air Speed”. Knots ? I can barely convert miles to kilometres. Air-speed ? I would rather know the aircraft speed . I would recommend not to use techie jargon with your clients. Fit with your client’s measurement system, or s/he will continue to nap. Posted on Nov, 18 2008 Tags: language, meaning, marketing, clients, jargon 1

3. Do You Mind If..? Have you ever filled a super-long survey that “shouldn’t take more than 5 minutes?” As marketers, we design questionnaire for qualification calls. Some questions are required by the sales team, some others by the company veterans. Questionnaires often turn out being a long and bothering list of questions; a key fiasco factor for any marketing survey. Surveys should start with a brief product description, before asking maximum five questions. Gather only the information you need, and gather it as efficiently as possible. Tell about the software benefit in (few) plain words Follow up with a brief questionnaire Be nice and entertaining Reward the responder somehow. A paper of his interest would be fine. Ethic of reciprocity: don't do to others what you don't want to be done to you. Posted on Oct, 31 2008 Tags: calls, qualification, software, survey, information 2

4. Meaning Free I was wondering whether software advertising tell about customer benefits or not. Ads like: “Our software is flexible, it integrates with other software tools,..” seem more just senseless buzzwords. Our customers are mostly engineers. They pay attention to the words we use more than we might think. If saying “Our software is flexible” means that it adapts to changing requirements – like hardware requirements, then you could better say: "our software supports the A, B, C platforms and X, Y, Z operating systems". Posted on Oct, 9 2008 Tags: software, advertising, meaning, language, engineers 3

5. Software & Bikini Women have been used to sell products to men for decades. IF - Male brain is wired to respond to attractive females. AND - Engineering software are mainly used by young males THEN - Engineering companies should attract prospects with sexual marketing tactics I wonder whether this would have real impact on sales. A study made by a Neuro-economics expert, (Heat of the Moment: The Effect of Sexual Arousal on Sexual Decision Making), shows that men who are sexually aroused are more focused on short-term gratification than on long-term logic. Being a software buying process the outcome of a long term logic, I recommend No-Bikini in your marketing campaign. Professors at MIT say it won't work. Posted on Sep, 16 2008 Tags: software, brain, marketing, sales, purchase, prospect 4

6. Being the #2 Avis proudly says "We're number two - we try harder" (than Hertz). Pepsi is the number-2 cola, even though "Nothing Else Is A Pepsi". There are many #2 software companies, though on press releases you rarely find "ACME Corporation, second-leading provider of ...". Each market segment hosts many players and one “number one”. Therefore, within the majority of software companies, there is a gap between the position they want and the position they hold. Nothing personal, friends. Posted on Jul, 17 2008 Tags: company, software, position, leader, market 5

7. Closer than you think Few engineering companies use movies for marketing purposes, though a movie is worth a thousand pictures. Take DEM software. It computes the motion of large numbers of small objects (like molecules or pills) for engineering. Now take Realflow software, computation of the same small objects but for the entertainment industry. It’s amazing how engineering and entertainment became close to each other. Nevertheless the first still promotes through still images, the latter through video clips. Posted on Jun, 23 2008 Tags: video, youtube, cae, marketing, software 6

8. Check, please Perceived quality is what a customer is willing to pay for. Take a car, for example. Power and velocity are a proxy of quality by clients. Quality and price of a car are strongly correlated. Take engineering software then. Simulation accuracy and velocity are two major benefits clients are looking for. The first is how much the simulation fits the reality, the latter is how the product design time can be shortened. For some reasons the software price continue is not correlated to those qualities and continue to be linked to technical features only. Linking price and the perceived value, makes easy converting software advantages into a premium price. Posted on Feb, 28 2007 Tags: price, policy, value, benefits, clients, software 7

9. It’s your boss How do you call your customer? Consumer companies refer to retailers as direct customers. I think this may create a mindset where satisfying the intermediary matters most. B2B companies refer to accounts. Though account is synonym of client, it also means: "a record of debit and credit entries". Account is misleading too, as it figures a relationship mainly made of formal business arrangements. Boss. Why not calling your customer boss. You can call me boss manager, then. Posted on Feb, 5 2007 Tags: customer, boss, clients, accounts, meaning 8

10. Cain vs. Abel YouTube succeded over GoogleVideo. Although YouTube had unique features, and more elegant interface if compared to Google Video, it was its viral impact that made the difference. In YouTube, not only can users know about the popularity of a video posted, they can also make it more popular -via comments, ratings and embeddings. Users can make a video succeed or fail, and this is having a viral effect. I wonder which comments and ratings would be given to the contents of our corporate websites, if our clients were allowed to. Posted on Dec, 11 2006 Tags: youtube, users, viral, video, popularity, marketing 9

11. Occasional Marketers Citizen marketers are customers who generate media on behalf of companies. They can either promote good things or call out bad things about your product. Unsatisfied clients rarely send negative feedback to companies, they leave them across the internet. The majority of consumers fail to provide that feedback because of contact barriers, or lack of responders. Citizen marketers could be turned into an opportunity for the company, if identified in advance on the early stage of the sales process. Companies should better identify the customers who have their own web site. Networkers and social media users should be enrolled as occasional marketers. Posted on Dec, 7 2006 Tags: feedback, customers, marketing, negative, sales 10