When shopping for camera lenses, Amazon checks whether they fit on a camera you bought earlier. While one can argue that this ties customer to Amazon and prevents them to buy somewhere else, this feature does actually add value instead of just looking good.
I was unaware that the term “Hockey Stick” was so wide-spread that even cartoons cover it, such as this one (quite funny).
The Hockey Stick is the phenomenon that sales increase slightly in the first three quarters of the year, with a sharp peak in quarter four. The resulting sales chart looks like a hockey stick.
This blog post on the What is Product Marketing Blog highlights several ways of marketing enterprise software. The post itself does not reveal much new information, but the author promises to dive deeper into them in other posts. The first comment to the post, however, is much more interesting: Is there a gap between Corporate Marketing and the people dealing with the customers? Can Corporate Marketing take into account all differences of markets, regions, cultures? This is where the real problem lies, not in the technical media used for marketing.
There is hardly any software vendor nowadays that does not use webinars as a tool to create leads. After all, the company wants to earn some money!
On a recent trade fair, I came across a company that had a very nice sales pitch: Anyone could model an IT environment on an iPad, then the app calculated the operating costs. The salesman claimed that this offer was binding to the provider. Within minutes, customers had a price indication and could go right to the next step.
I like this direct sales approach, involving the customer’s situation (and problems) right from the beginning. Of course, such an approach is the easier the simpler the solutions is, and might not be appropriate for all solutions. But if your software or offer is that simple, this is an impressive sales pitch.