5 challenges of demand generation for niche & start up software companies
TRANSCRIPT
![Page 1: 5 Challenges of Demand Generation for Niche & Start Up Software Companies](https://reader031.vdocuments.site/reader031/viewer/2022030211/58a245d21a28ab7b3c8b6e0b/html5/thumbnails/1.jpg)
5 Challenges of Demand Generation for
Niche and Start Up Software Companies
… and some strategies to overcome them
Catherine O’Reilly
@oreillycath
![Page 2: 5 Challenges of Demand Generation for Niche & Start Up Software Companies](https://reader031.vdocuments.site/reader031/viewer/2022030211/58a245d21a28ab7b3c8b6e0b/html5/thumbnails/2.jpg)
• About Me
– 15 years experience in B2B tech marketing
– Enterprise software
– Transition from larger to smaller company
Introduction
![Page 3: 5 Challenges of Demand Generation for Niche & Start Up Software Companies](https://reader031.vdocuments.site/reader031/viewer/2022030211/58a245d21a28ab7b3c8b6e0b/html5/thumbnails/3.jpg)
Challenge #1
You’re starting with a blank page …
![Page 4: 5 Challenges of Demand Generation for Niche & Start Up Software Companies](https://reader031.vdocuments.site/reader031/viewer/2022030211/58a245d21a28ab7b3c8b6e0b/html5/thumbnails/4.jpg)
What we actually did ..
1. Set goals – sales leads2. Define audience – market research3. Decide priorities – attract visitors and
convert to leads; target key accounts4. Create action plan – how were we going
to do this: inbound + outbound + supporting content + tools + budget
5. Review regularly – iterate as appropriate
![Page 5: 5 Challenges of Demand Generation for Niche & Start Up Software Companies](https://reader031.vdocuments.site/reader031/viewer/2022030211/58a245d21a28ab7b3c8b6e0b/html5/thumbnails/5.jpg)
Product Marketing
Sales enablement
Competitor Analysis
Product Positioning
Demand Generation
Inbound Marketing
Events
Social Media
Account-based
Marketing
Awareness
Branding
PR
Analyst Relations
Marketing Operations
CRM
Marketing Automation
Website
Content
SEO
Blog
Video
Ebooks
Graphic Design
Look & feel
Content Production
Typical Marketing Department ..
![Page 6: 5 Challenges of Demand Generation for Niche & Start Up Software Companies](https://reader031.vdocuments.site/reader031/viewer/2022030211/58a245d21a28ab7b3c8b6e0b/html5/thumbnails/6.jpg)
Challenge #2
In smaller organisations ...
Typically, all these roles are filled by 2 or 3 people
• Demand Generation
• Marketing Operations
• Awareness
• Product Marketing
• Content
![Page 7: 5 Challenges of Demand Generation for Niche & Start Up Software Companies](https://reader031.vdocuments.site/reader031/viewer/2022030211/58a245d21a28ab7b3c8b6e0b/html5/thumbnails/7.jpg)
Challenge #3
![Page 8: 5 Challenges of Demand Generation for Niche & Start Up Software Companies](https://reader031.vdocuments.site/reader031/viewer/2022030211/58a245d21a28ab7b3c8b6e0b/html5/thumbnails/8.jpg)
![Page 9: 5 Challenges of Demand Generation for Niche & Start Up Software Companies](https://reader031.vdocuments.site/reader031/viewer/2022030211/58a245d21a28ab7b3c8b6e0b/html5/thumbnails/9.jpg)
Challenge #4
![Page 10: 5 Challenges of Demand Generation for Niche & Start Up Software Companies](https://reader031.vdocuments.site/reader031/viewer/2022030211/58a245d21a28ab7b3c8b6e0b/html5/thumbnails/10.jpg)
• E-book
• Presentation
• Webinar
• Blog articles
• Infographic
• Social posts
• Press release
Developing & Repurposing Content
![Page 11: 5 Challenges of Demand Generation for Niche & Start Up Software Companies](https://reader031.vdocuments.site/reader031/viewer/2022030211/58a245d21a28ab7b3c8b6e0b/html5/thumbnails/11.jpg)
• Publish everywhere
• Blog
• Social
• LinkedIn Groups
Promoting Content
![Page 12: 5 Challenges of Demand Generation for Niche & Start Up Software Companies](https://reader031.vdocuments.site/reader031/viewer/2022030211/58a245d21a28ab7b3c8b6e0b/html5/thumbnails/12.jpg)
Analysing Performance
• Most views
coming through
organic search
Keywords: “work
allocation
software”
• High form
submission rates
from social media
and email
marketing
![Page 13: 5 Challenges of Demand Generation for Niche & Start Up Software Companies](https://reader031.vdocuments.site/reader031/viewer/2022030211/58a245d21a28ab7b3c8b6e0b/html5/thumbnails/13.jpg)
Challenge #5
![Page 14: 5 Challenges of Demand Generation for Niche & Start Up Software Companies](https://reader031.vdocuments.site/reader031/viewer/2022030211/58a245d21a28ab7b3c8b6e0b/html5/thumbnails/14.jpg)
INFO GATHERING
• Account profiling– Key Decision Makers
– Influencers
• Build up Intelligence– Survey
– Online research
• Create org chart– Identify targets
– Figure out connections
OUTREACH
• Direct mail / Email– Quick intro
– Gift
• LinkedIn outreach– Request connection
– Get introductions
– Inmail
• Phone call– Follow up
– “Research” mode..
6 step action plan – Account-based Marketing
![Page 15: 5 Challenges of Demand Generation for Niche & Start Up Software Companies](https://reader031.vdocuments.site/reader031/viewer/2022030211/58a245d21a28ab7b3c8b6e0b/html5/thumbnails/15.jpg)
![Page 16: 5 Challenges of Demand Generation for Niche & Start Up Software Companies](https://reader031.vdocuments.site/reader031/viewer/2022030211/58a245d21a28ab7b3c8b6e0b/html5/thumbnails/16.jpg)
Questions?
Thank You
@oreillycath