Category Archives: Software marketing
Anticipation
By Steve Robins Anticipation builds customer loyalty. A few weeks back, I had a few “wow” experiences that demonstrated the power of anticipation. No matter that they were almost mundane: each experience improved my perception of the brand/company, service or location. And they … Continue reading
Filed under Case Studies, Software marketing, Solution, Solutions, User research
Icebergs & Solution Launches
By Steve Robins It’s what lurks below that drives solution launch success Icebergs: pretty, grand, glistening in the afternoon sun. The stuff of movies. And even disasters like the sinking of the Titanic. And yes, these icy wonders share more than … Continue reading
The Second Chasm
– By Steve Robins Prospects Need to Cross a Chasm Too If you’re in software marketing, you’re aware of Geoffrey Moore’s book, Crossing the Chasm. The premise of the book, born out at companies like Oracle and Documentum (since acquired by … Continue reading
