The document provides 7 secrets to acquiring software customers quickly based on lessons from over 10 years in tech marketing. The secrets are: 1) partner with larger companies to piggyback off their customers; 2) work with influencers like bloggers and YouTube personalities; 3) create viral content using techniques like Jonah Berger's STEPPS framework; 4) develop 10 common types of demand generation content; 5) base content on "triggers" that instigate the buying process; 6) always include a bottom-of-funnel offer; 7) purchase lists of targeted prospects. In discussion, it emphasizes driving acquisition through word-of-mouth, collaborating with partners, understanding the customer journey, and leveraging existing networks.

1. 7 secrets to acquire
tons of software
customers quickly
LESSONS LEARNED FROM 10+
YEARS IN TECH MARKETING
DEKKER FRASER, MBA

2. A SINGLE PARTNERSHIP WITH A LARGE COMPANY CAN GENERATE
MORE CUSTOMERS THAN 10 YEARS’ WORTH OF DEMAND GENERATION.
EXAMPLES
Find a publisher for your video game, book, or movie
Work with a retailer such as Walmart or Amazon
Win an RFP contract with the government or a large company
License your patent for royalties
Leverage existing marketplaces: e.g., Steam, App Store, Google Play, Apps.com,
Salesforce AppExchange
Create add-ons or extensions for larger platforms: e.g., JungleScout’s Chrome extension
#1 piggyback off of
larger partners

3. #2 work with
influencers
EXAMPLES
Twitch streamers
Accountants, lawyers, consultants
YouTube vloggers
Bloggers
Presidents of associations or groups
Authors
One of the single most cost-effective
ways to acquire customers is through
those who already influence your target
customers. You can pay them directly to
endorse your products, give them free
samples to review, invite them to your
podcast, or pay them affiliate
commissions. You can build relationships
with influencers by contributing content
to their blogs.

4. An emotional, inspiring video that tells the story of a
customer achieving a lifelong dream
A website add-on that always displays your logo
A tip sheet that people want to share because it
makes them seem smart and helpful
A humorous demonstration of your product's
benefits
There's a science to creating viral content, as
demonstrated by Wharton professor Jonah Berger's
STEPPS framework. Use this to create content that
has an exponential return on investment.
EXAMPLES
#3 create viral content

5. #4 create 10 types of
demand generation
content
Infographics
Free trials
Free consultations
White papers/ebooks
Webinars
Case studies
Videos
Surveys
Buyer’s guides
ROI calculators
From demand generation veteran Howard Sewell:
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Content focused on the immediate pain you solve will generate
customers the fastest.

6. #5 create content
based on “triggers"
Common marketing wisdom teaches you that the marketing
"funnel" begins with awareness. McKinsey teaches us, however,
that most customer journeys actually begin with "triggers,"
key events that instigate the buying process.

7. Free trial offer at the bottom of every email
Phone # to call sales at the bottom of every infographic
Demo request promoted at the bottom of every blog post and white paper
Periodic emails promoting the benefits of a free consultation
The crux of direct-response marketing is the concept of an “offer," the item your audience receives when they take
action. Different offers appeal to people at different stages of the buyer journey. A thought leadership white paper,
for example, would cater to someone at the beginning of the customer journey whereas a product-comparison
sheet would cater to people in the middle of the journey.
Marketers sometimes make the mistake that they know which stage prospects are in and how quickly they can
push them through the marketing funnel. In reality, prospects are not so easily understood and don’t move through
stages linearly at the same pace. Because of this, you should always present a BOFU (bottom of funnel) offer.
EXAMPLES
#6 always present your
BOFU offer

8. Purchase a list from InfoGroup and import the target details into Facebook. Run ads
promoting your free trial.
Pay an association to send out an eblast to its members promoting your white paper.
Nurture those who download your white paper with educational emails.
One of the easiest ways to lower your CAC (customer acquisition cost) is to focus all of
your marketing on a narrow target. Advertising wastage occurs when people who aren't
good prospects see your ads. Correct this problem by purchasing a list of the EXACT
target audience you want.
EXAMPLES
#7 purchase a list

9. Discussion
There are a few key concepts driving
efficient customer acquisition

10. Word of Mouth
Acquisition is cheaper when it’s driven by
word-of-mouth. Drive word-of-mouth by
working with those who have influence among
your target customers and by creating viral
content designed to be shared.

11. Collaborators
One of the biggest mistakes in product marketing is
assuming that your target market is just the target
customers, while ignoring the target collaborators.
You often get “more bang for your buck” by focusing
more on potential partners than on end users.

12. Customer
Journey
The customer journey is not
simply “awareness →
consideration →purchase.” It’s
a journey that begins with key
triggers that instigate the
buying process and ends with
repeat purchases of your
product.

13. Leverage
It’s easier to leverage existing networks,
communities, and nodes of influence than to
start from the ground-up.

14. Learn more on Amazon

15. Connect
with me on
LinkedIn
LINKEDIN.COM/IN/DEKKERFRASER