White Papers

White Papers 2017-08-07T20:08:11+00:00

Going International – The ABBA Strategy for Creating Value

Young tech companies don’t have the resources to go after all major markets at once. For many, the choice comes down to the US or the rest of the world. If they’re smart, they’ll choose the latter.

Going International – The ABBA Strategy for Creating Value

An Introduction to International Expansion

Going international can be an exciting and rewarding process for growing technology companies. When it is done properly, it will lead to higher profit margins, wider recognition of the company’s technology and, ultimately, a higher market value for the enterprise. This article addresses strategic issues, the importance of being prepared before recruiting international partners and the risks a prospective channel partner will evaluate before signing an agreement with a vendor.

An Introduction to International Expansion

Software Localization

A common misconception amongst software vendors is that, in order to sell their product in foreign language markets, all that needs to be done is to take the text strings in the product and re-write them. Reality, however, is somewhat different. To avoid a costly failure, consideration must be given to all of the work required to properly prepare a product for operation in another language. This paper will provide a good overview of the process.

Software Localization

Build or Buy

The intention of this paper is to discuss the pros & cons of alternative strategies for the establishment of international market presence, which for purposes of this paper, is simplified to the “build vs. buy” analogy. Building, or establishing a wholly owned subsidiary is the option often perceived as having higher risk and cost, but which affords greater control over many more aspects of the business. Buying, or contracting a representative firm, has the attraction of lower cost and faster start-up, but is often perceived to suffer from a lack of control.

Build or Buy

Channel Options

There are two ways for a developer to sell to end-user customers: either the developer sells to end-users directly (direct sales), or they have someone else sell to them on their behalf (indirect sales channel). This paper provides an overview of the specific channels that can be used.

Channel Options

Managing a Model Software Company

Software companies require a different mix of management disciplines and processes than many other industries. This document discusses the central role played by marketing and how it interacts with other departments.

Managing a Model Software Company

Building the Sales Machine

Selling Cloud-based solutions isn’t your father’s way of selling. You have to fit into the buyer’s buying process rather than the buyer fitting into your sales process. Just exactly what does that look like?  This very quick-read document diagrams and describes each of the nine steps needed in building a sales machine for today’s selling.

Building the Sales Machine

Ultimate Guide to the New Buyers Journey

Today’s buying process is often referred to as the buyers journey. This whitepaper outlines the series of steps companies need to implement in order to successfully follow, track and lead buyers through their journey to ultimately becoming your customer.

Ultimate Guide to the New Buyers Journey

The Definitive Guide to Social Marketing

In today’s business, buyers are in control of the sales process and have turned it into the buying process. The whole concept of social marketing is the key to building relationships, listening to the market, promoting content and influencing buyers even before they’re identified as potential leads. If you’re ready to go to school on social marketing, you’re ready to read and study “The Definitive Guide to Social Marketing” – a workbook from Marketo, a marketing automation company.

The Definitive Guide to Social Marketing

The Definitive Guide to Lead Scoring

In social marketing, it’s important to understand where prospects are within their buying process so you can fulfill their informational needs in a timely manner and reach out to them at the right time. “The Definitive Guide to Lead Scoring” from Marketo provides a detailed look at the lead scoring process.

The Definitive Guide to Lead Scoring

Secrets to Successful Content Marketing

The heart and soul of social marketing is content. It’s information that can be used to educate and inform the market, prospects and customers. As simple as it sounds, developing quality content is where a vast majority of companies fall short. Way short. This document may be of help. It offers insight on how to conceive, create and leverage content to promote your products, services and company.

Secrets to Successful Content Marketing

Fundamentals of LinkedIn

LinkedIn is just one tool among many when it comes to social marketing. Some would argue it is one of the more important tools you can leverage. Here’s a quick read on what it takes to put LinkedIn to work within your organization.

Fundamentals of LinkedIn

Seven Steps for Using Twitter for Business

Like LinkedIn, Twitter can be a tool for getting in front of prospects before you even know they’re a prospect. This document provides you with everything you need to know in order to incorporate Twitter into your aresenal of marketing tools.

Seven Steps for Using Twitter for Business

Analyzing the ROI of Video Marketing

Aberdeen Group reports that websites using video have a 40 percent higher conversion rate than sites without and video reduces the number of website visits needed to convert a visitor to a buyer. If you are on the fence about utilizing video as a part of your content development and marketing mix, this report from Aberdeen Group may be very helpful in your decision making.

Analyzing the ROI of Video Marketing

Converting Free Trials to Paying Customers

“Try it, you’ll like it!” Yes. But will they like it enough to actually buy it. Free trials can be a very powerful strategy for attracting new customers – but – most attempts end up with companies having lots of users buy not enough payers. To help maximize your rate of conversion, a read through “Closing the Deal: 7 Tips for Converting More Free Trials to Paying Customers” may be worth your while – AND – will take less than 10 minutes.

Converting Free Trials to Paying Customers

Software Pricing

There are a lot of factors that go into determining appropriate pricing for software. This document, “Don’t Just Roll the Dice: A usefully short guide to software pricing” covers just all of them. Good information, regardless of where you are in the development .

Don’t Just Roll the Dice: A usefully short guide to software pricing