At ComTech, we are constantly reaching out to the vendors and others to ensure that we are up to date with developments. Often, these calls are reported on to a degree here in the blog. Our outreach includes to local and newer vendors as well as the better known names in the business. Sometimes, that attempted outreach gives us some clues about the vendor. For example, sending emails that get no response at all. Trying to find contact details on websites that for some reason, don’t appear to include them, and finding website content to be light and disappointing.
Some vendors take the view that they only need to use word of mouth to spread the news of how wonderful their software is. This can indeed be an effective way to market a software product. If you have customers that really love your product and are prepared to evangelise for you, then it is absolutely the best way to market. However, it should never be the only way! Not if you really want to grow the business. You need other influencers working for you as well like analysts and consultants in big or small consulting firms I would argue.
Some vendors take the view that too much content in their website simply arms their competition. True, it does and can but interested potential purchasers and influencers also need to know a bit more than the bare bones about your firm, products and services. Having an empty website only serves, in my opinion, to frustrate and cause extra work on the part of those inquiring. Especially if their is little contact information on the site and emails essentially go unanswered.
Finding the right balance for marketing, messaging, branding and sales lead generation can be challenging and it can also be expensive. Yet, a simple review of your own website, perhaps even by a third-party, along with your processes for dealing with and processing inbound inquiries is a worthwhile activity that can make all the difference. Contact us if you may like to review these processes. It doesn’t take long and can make a big difference to in bound lead generation and conversion. ComTech also provides a go-to-market strategy service where we can conduct a project to look at your entire marketing programs and help you make them more effective from branding to in bound lead generation processes.