04 / 04 · Software marketing
Taking a platform into a market that has not heard of it
Positioning, messaging and campaigns for software that has to be explained before it can be sold: what it replaces, what the switch costs, and who carries the risk while both systems are live.
- The switchmigration, parallel running and month end answered up front
- One storysite, sales material and campaigns saying the same thing
- Search ledpositioning carried into the terms buyers actually search
What this covers
Selling software that replaces something a business already depends on. Positioning first, then material that survives a procurement process, then campaigns that reach people who have never heard the name.
Positioning
What the platform replaces, what it costs to move, and what the buyer is risking if it goes wrong. That is the conversation, and it belongs in the first paragraph rather than on page nine of a deck.
The switch
Migration, parallel running, and month end while both systems are live. Nothing sells an operations platform faster than a credible answer to those three, and nothing loses a deal faster than a vague one.
Buyers rarely ask what the platform does. They ask what happens during the switch.
Campaigns
One story carried through the site, the sales material and the campaigns, with search treated as part of the positioning rather than an afterthought, so the words the business uses are the words people look for.
What it takes
Someone who has run the systems being replaced, and can hold a technical conversation with the people who will live with the migration, not only with the person signing the invoice.
Tools and platforms
What the work runs on.
- Marketing
- 01ERP
- 02CRM
- 03HRM
- 04Accounting platforms
- 05Positioning
- 06Messaging
- 07SEO
- 08Paid and organic campaigns
