Modern marketing starts with giving, I’m not talking about a sale or a promotion, I’m talking about giving away something of value. Teach your customers something, help them do their job better. Then get permission to market your products and services to them after you’ve gained their trust.
The Lean Startup defines the MVP or Minimum Viable Product as “the version of a new product which allows a team to collect the maximum amount of validated learning about customers with the least effort.” Printers can borrow this strategy when executing on software projects.
Learning is different than training. Learning is something you are in control of, most software systems take some effort and your experience a level of frustration before you actually “get it”. At least one person in your company has to “get it” – preferably a few people, they have to want to learn and you have to give them the time to do it.
Assign a leader, not just in theory but in real accountability. Who is going to make sure this project gets across the goal line? There can be no ambiguity in this assignment. Remember – software projects cross many functional areas, make sure your leader can cross those same functional areas!
In the online world, everyone is in marketing. Each interaction online is building your brand. Bi-directional engagement has replaced generic outbound marketing – you can’t source it to the few individuals who have a marketing role in your company. Its everybody’s business.
At Dscoop8 next week, we’ll be introducing an informal networking group for software professionals in the print space – the Dscoop Nerd Herd. Join us Friday, Feb 22nd at 3pm in the Dscoop Booth Theatre (solutions showcase)