Focused on marketing cloud solutions in the BtoB space, the third Arketi Insights continues the series of publications that examines top and emerging BtoB marketing topics, and what they mean for high-tech BtoB marketers. Marketing the Cloud: Transitioning from Marketing Traditional Software to Cloud-based Software is available for free download at www.arketi.com/2012cloudinsights.
The changes in an organization to handle the shift from marketing traditional software to cloud-based solutions runs to the core of what makes an organization tick. It is not about changing the customer. Customers have always only cared about adoption and use of software for business gain – marketers are just catching up.
“Previously, sales and marketing efforts were entirely focused on getting the deal. In the cloud model, getting the deal is a just a step in the process, not the end game,” said Sami Jajeh, Arketi principal and the author of Marketing the Cloud: Transitioning from Marketing Traditional Software to Cloud-based Software. “The entire organization must become focused on the one thing the customer cares about most – actually using the software for business gain. And, if the customer does not achieve this, he will not use the solution and no revenue will change hands.”
This issue of Arketi Insights covers key considerations when marketing cloud-based software, such as:
• Building programs and communications that target those involved in the adoption of the solution
• Developing messaging that addresses security and integration concerns
• Enhancing customer communications programs
• Engaging with customers so they can more rapidly adopt the cloud solution
Arketi Insights is a regular component of the agency’s ongoing Stop Selling. Start Listening. movement designed to help re-introduce BtoB marketers to a way of thinking that places buyers and their needs at the center of marketing priorities. The campaign also includes webinars and the firm’s annual High-Tech CMO Roundtable to be held later this year.
About Arketi Group
Arketi Group is a public relations (PR) and digital marketing firm that helps business-to-business (B2B) technology organizations accelerate growth through intelligent strategy, public relations, messaging, branding and demand generation. Consistently recognized by BtoB magazine as one of the nation's “Top BtoB Agencies,” Arketi helps its clients use marketing to generate revenue. Companies benefiting from this approach to B2B marketing include Concurrent, CorFire, Extol, Jacada, Stonesoft and Xerox. For more information, call 404-929-0091 ext. 202 or visit www.arketi.com.