If you think that growing a significant business is extremely difficult, today’s story is for you.
There’s a software team here in Australia that is relatively young. They’ve gotten some fantastic press since they launched, and have been lucky enough to get world‐class mentoring through various accelerator programs.
They now count Fortune 500 companies among their clients.
As they started to gain traction in the market, every dollar that they spent was customer‐facing. It was in customer support, and in sales.
Unlike most software companies, they don’t have any online demos. There are no videos. There is no pricing. There are not even any screenshots!
And more to the point, they have never done any “marketing” until this year. By “marketing” you understand me to mean digital content, primarily.
The absence of ‘online software sales 101’ isn’t just because their sales process is complex. (It is: It requires multiple sales conversations, development of a business case, advocacy in presentations to the management and/or boards of very large companies.)
It’s because their product isn’t like anyone else’s in the market. Why, then, would they do what everybody else is doing? It doesn’t make sense.
This is an incredibly smart process, for a couple of reasons:
1. Money that doesn’t touch your customer in some way is money wasted.
2. The entire behaviour of the business is consistent with its product.
What they have created is a business, and an offering, that is extremely coherent. The result? Almost every single one of their clients gush over them. They have people in extremely large companies offering to speak to their prospects, for goodness’ sake!
And on the flipside of this, their clients (ahem, raving fans!) keep offering themselves as subjects for case studies.
Which, by the way, is the smartest content spend there is, and meets both criteria listed above:
1. It’s a spend that directly touches your customer
2. It demonstrates that your business’s behaviour is consistent with your message.
Oh — did I mention that we specialise in case studies? Go to https://brutalpixie.com/case-studies for more information.