One of the issues that B2B software companies, which are seeking to market their products in international markets are struggling with, is whether it is advisable to openly and transparently publish the software prices on the company's website. There are three approaches: The first approach holds that prices should not be publicized, fearing that customers would be deterred by the prices even before they make contact with the company as well as in order to prevent exposure of this sensitive [...]
Geektime published a survey listing the main reasons startups fail. Quickly glancing at the survey shows that “bad marketing” is responsible for only 15% of cases, while looking at the other reasons in-depth (% of respondents who listed a specific reason) reveals a much more worrying picture: “We built a product and searched for a problem” (42%) – This is very common among Israeli startups, which have advanced technological skills but a lack of vision when it comes to identifying target [...]
Most of you reading this, including founders and executives of startup and B2B software companies, have already read an article or post, heard a lecture or were advised on the importance of creating a marketing plan for breaking into international markets. Despite the broad professional consensus in favor of creating marketing plans, it’s quite surprising to see that there are still small and medium-sized enterprises that do not bother investing in making international marketing plans. There are various reasons for this: [...]
B2B startups, and even more established companies, that develop innovative products are very focused on the product and its development. These companies have invested all of their capital, time and efforts into developing and improving the product. When they face difficulties entering international markets, they don’t seem to understand why it’s so hard to sell a product that is better than the competition, and why clients don’t simply realize it and just buy the product or at least start [...]
Most B2B software companies I work with seek to identify distributors, resellers or other channel partners in order to promote their products in relevant international markets. This process is often undertaken without proper planning and preparation, and suddenly companies are left wondering whether they should sign a detailed distribution agreement or forego it entirely and work without a written agreement. Read the full article which was published in Status - the Magazine for Strategic and Managerial Thinking in this link .
We cordially invite you to our upcoming event “Copywriting that sells: An effective vehicle for your B2B marketing strategy” – to be held on July 13th, 08:45 AM, at Google Campus Tel Aviv, 98 Yigal Alon St. Tel Aviv. The impact of your company’s strategic marketing plan on your bottom line is not always obvious. Nevertheless, a good marketing plan is an elementary factor for succeeding in the global B2B marketing arena. Once all your marketing efforts are aligned with your strategic [...]
Any reasonable person would tell you that this statement has a built-in contradiction. In a live survey that I conducted during one of my lectures in front of a large and experienced crowd of exporters, around 67% believed that if a locally-based company that develops or manufactures products and solutions works with a distributor or other channel partner abroad and issues them an invoice, then the distributor is that company’s client. A few exceptions aside, this is a mistake. The [...]
The importance of preparing an international marketing plan for the purpose of planning and implementing marketing and sales operations abroad has already been discussed at length elsewhere. We will not delve into all of the advantages of preparing a marketing plan, but they include: Defining target clients on whom we wish to focus Establishing brand positioning and a unique selling proposition Setting marketing and sales targets Defining your product scope Determining pricing models Establishing sales channels and distributors Planning [...]
How Will You Make Distributors Want to Work with Your Company and Successfully Sell Your Products in Global Marketing?
Appointing distributors in B2B start-ups and software companies is rather common. In a previous article, we listed the 5 Most Deadly Mistakes of B2B Start Ups and Software Companies When Locating and Recruiting Distributors Abroad. We’ve seen that one of the common mistakes results from the companies’ approach, by which it is sufficient that they find a good distributor, and it will do the work of breaking into the target market for the company. This approach does not take into consideration the [...]
The dream of breaking into global markets During my work, I accompany startups and small to medium tech companies in the B2B field in their efforts at penetrating international markets. Most of these companies are globally-oriented and the dream to break into global markets is the goal of most of them. The entrepreneurs are confident in the technological or functional superiority of their product and are ready for the big challenge. Are they? Each time I am once again baffled by these [...]