Creating a Marketing Strategy can feel complicated but it can essentially be boiled down into three stages:

In the first stage (the awareness stage) you’re literally just trying to make potential customers aware that you exist.

You’ve got a stellar product or service, but guess what? Nobody knows about it. That’s where the awareness stage comes into play. This is your chance to shout from the rooftops (metaphorically, of course) and let the world know that you exist.

But how do you do that? Well, it’s all about getting your name out there. Think social media campaigns, content marketing, and good old-fashioned networking. The goal here is simple: make potential customers aware of your presence in the market.

Remember, Rome wasn’t built in a day, and neither is brand awareness. It takes time and consistent effort to get noticed, so don’t get discouraged if you don’t see results overnight.

In the second stage (the consideration stage) you have to convince your customers to buy from you over your competition.

Okay, so you’ve piqued the interest of your target audience. Now what? It’s time to convince them that your offering is the best thing since sliced bread (or avocado toast, if that’s more your style).

This is where the consideration stage comes into play. Your potential customers are weighing their options, comparing you to your competitors, and trying to decide who to give their budget to.

But here’s the thing: it’s not just about having a killer product or service. It’s also about the experience you provide. Put yourself in your customers’ shoes for a moment. Would you rather buy from a company that treats you like just another number, or one that goes above and beyond to make you feel valued?

Customer experience is key. So don’t just focus on showcasing what you’re selling; focus on how you’re selling it. It makes all the difference.

The third stage (the retention stage) involves building community and convincing your customer to purchase again.

The retention stage is all about keeping your customers coming back for more. Why? Because repeat customers are the lifeblood of any business. Not only do they contribute to your bottom line, but they also serve as brand ambassadors, spreading the word and bringing new customers into the fold.

So how do you keep them coming back for more? Build a sense of community. Make your customers feel like they’re part of something bigger than themselves. Whether it’s through loyalty programs, exclusive offers, or simply engaging with them on social media, show them that you appreciate their business and value their loyalty.

Remember, a happy customer is a loyal customer. So don’t just focus on making the sale; focus on building relationships that last a lifetime.

These are the basic three stages you need to consider when creating your marketing strategy. Of course, there are tactics and activities that need to be planned and actioned to go with it but, strategically, this is a great blueprint.

Does your Marketing Strategy cover these three stages?

Following on from my last post on the importance of Product Partners and how they help software organisations increase revenue, I was asked what to do once you’ve identified a potential software partner.  How do you make that partnership work?

There are no hard and fast rules and every Product Partnership will be different.  However, here’s my checklist for getting a successful partnership off the ground:

1. Business Alignment

You need to define a strategic mutual vision of success for the parties involved outlining how each can leverage the strengths of the other.  You have to be brutal here though and include looking at how any partnership might adversely affect your business in the future.

2. Business Planning & Governance

A business plan that clearly states missions, objectives and revenue goals is essential, and must be reviewed at set time intervals to make sure this strategy remains relevant and in line with your company’s priorities.

 3. Contracts

Contracts should be put in place to agree the type of relationship, responsibilities, mutual risks, rewards, payments, service level agreements, branding guidelines and rules of engagement.

 4. Technical Interoperability

Customers need to feel confident about the commitment of both companies behind their joint solution, so you’ll need to work with your Partners to ensure and communicate that both products and/or services work seamlessly together.

5. Executive Engagement

Senior Executives within partner companies are key influencers so it is imperative they are on board with the partnership vision and regularly communicate the overall alliance goals.

6. Marketing

Strategic consistent communications, internally and externally, will need to be conveyed throughout the alliances. Your partnership should create a joint Value Proposition unique to customers which will be promoted through marketing content.

7. Sales & Compensation

When working with Partners, each party involved will need to determine who in the sales teams gets rewarded and how they get compensated.  Your sales teams need to be well-versed on the collaboration with a consistent message; they need to be equipped with the necessary tools to effectively verbalise and demonstrate the partnership.