Runaware Software Marketing and Tech Blog

Upcoming Marketing Events for August

2010-07-21T10:51:00.007-04:00

Here are some events taking place throughout the US during August:

OMS, Online Marketing Summit

August 5th, Miami, FL.

Education first - The Online Marketing Summit (OMS) enables attendees to collaborate, network and learn how to execute on the best practices in Online Marketing with no exhibit floor or vendor sales pitch distractions.

For summit details visit: http://www.onlinemarketingsummit.com/about-oms/

eTail East

August 9th – 12th, Baltimore, MD.

Key themes for this event include:

• Social Media & Engagement - Building Loyalty & Monetizing

• Examining The Evolution Of SEO

• Positioning Your Business For Growth In 2010

• Multi-Channel Integration

• Customer Service & Fulfillment As A Differentiator

• The Impact & Execution Of Mobile Commerce

• Creating A Relevant, Personalized Experience

For event agenda go to: http://www.wbresearch.com/etailusaeast/summitday1.aspx

ClickZ’s “Connected Marketing Week”

August 16th – 20th, San Francisco, CA.

The first of its kind, Connected Marketing Week will be the biggest gathering of interactive marketing events aiming to educate marketers on every aspect of the digital industry. Participating events include SES San Francisco, Online Marketing Summit (OMS), Jeff Pulver's 140 Characters Conference, Email Experience Council, IAB and Tim Ash's Conversion Conference.

To get the scoop on this highly anticipated even check out the latest release: http://www.connectedmarketingweek.com/clickz-launches-connected-marketing-week-san-francsico.php

If you are in EMEA here are some events you may want to put on your radar:

GDC Europe 2010

August 16th-18th, Cologne, Germany

The GDC Europe is the pan-European developer event bringing together developers and business professionals across the continent.

For more info visit: http://www.mcvuk.com/events/283/GDC-Europe-2010

An Introduction to search engine marketing for SMEs

August 17th, London, England

In two halves, this free training session focuses on natural search in the morning and paid search in the afternoon, taking the user from the absolute basics (What is a search engine?) to the key areas that affect a sites performance in each of those channels. Covering everything from bidding strategies to link building, this is SearchCatalyst’s entry level SEM training programme, aimed at giving SMEs the knowledge to engage intelligently with the search engine marketing options available to them.

An overview of this training session can be found here: http://www.searchcatalyst.co.uk/training/

2010 Global Marketing Conference

September 15th – 16th, Helsinki, Finland

IMC is a European conference that started in 2000 and since then has travelled the globe to create a meeting place for marketers interested in the latest online developments.

For conference details and registration visit: http://www.internetmarketingconference.com/helsinki/

The Lego Land of Killer Cloud Apps

2010-07-20T14:50:00.004-04:00

Killer Applications in the Cloud! That was the theme of a pretty exciting panel discussion at IEEE Cloud 2010, organized in Miami, FL during the week of July 5th. What is a killer app? In the extreme, these are the sort of apps which so enthrall millions of users that they would willingly spend their time, attention and money for a chance to use them. The Web browser, games, multimedia, productivity applications, popular desktop and mobile operating systems are prominent examples of killer apps. They all have a few things in common: they enable use cases – key functionality – users need and want, they are accessible, are easy, even delightful to use and they add economic value. In addition, a true killer app also enables something fundamentally new, something unknown or difficult to do prior to its invention. Do we already have such killer apps on the Cloud? If not, why not, and when will they arrive? What are suitable apps for the Cloud, let alone killer apps? These are some of the questions in front of the panel – not very easy to answer. At the outset, we must also clarify what the Cloud itself is. Following the IEEE theme, we will take the Cloud as scalable services consumption and delivery platform enabled by a distributed, virtualized IT infrastructure, run by an autonomic management framework. To address this question, we need to divide the time and space in which Cloud happens into at least a few bins: short-term and long-term, personal apps and business apps, installed apps and web apps, for example.

In case of personal apps, the answers are clearer – isn’t the world already using social media powered by the Cloud? We already have more than 60 millions of blogs, Wikis, Facebook, Twitter, Myspace, Cyworld, Gmail, and the list is rapidly growing. Enterprise cloud apps are expected to follow suit. CRM apps, popularized by Salesforce.com, are an example of a compelling app provisioning model via SaaS: mobile sales force accessing, updating and managing their customer and sales resource information on the fly is a new, valuable use case. When it comes to the Enterprise in general, there are a wide variety of applications and user experiences, with significant existing investment, resources, knowledge and skills. For example, there are more than a million software applications built for Microsoft Windows, the primary OS used by the Enterprise and home users alike. There are a large number of applications running on Linux and Solaris as well, especially from the research and academic communities, which are of vital importance to the economy. Applications on the Macintosh OS have gained popularity due the great UX they offer. In all these cases, the apps must be installed on the OS, integrating their components such as the linked libraries and drivers through both the user and kernel modes of the OS and its registries. It is estimated that the apps following this traditional software installation model, known as the Locally Installable Apps (LIA), require up to 5 times their initial cost for their maintenance. The SaaS model offers to cut down these costs significantly. LIA have one unique usability and performance advantage: they have quick and easy access to the key computing resources such as memory, CPU and storage. They do have their own share of pain as well, such as the familiar app crashes and the blue screens of death. In contrast, applications which are installed on remote servers, such as the Rich Internet Applications (RIA), depend on the remote machine resources for the most part. There are an estimated 1 trillion unique URLs on the Web, which implies that there are at least several tens of millions of unique web apps. As we can recall from experience using the Web, performance of such apps could sometimes be degraded, due to limitations in resources such as network bandwidth and speed as well as remote server resources. ‘Server is currently down!’ is an error familiar to all net surfers. What SaaS promises to deliver is the richness of functionality and features traditionally offered only by the LIA, and the convenience, scalability and cost advantages of the RIA, packaged into Software as a Service.

Transformation from the existing IT to the Cloud is expected to be certain, but gradual. Enterprises cannot afford to have any disruption to the use of their existing IT systems and Line of Business (LoB) applications, and also cannot spend much time training their busy staff with the new Cloud platforms. In the short-term, then, the Enterprise will look for Cloud apps and technologies which will help make this transition smooth for their existing use cases, while welcoming novel Cloud apps which enable new use cases. Apps which facilitate the transition will be valuable in the short-term. For example, if an organization uses legacy web apps and locally installed apps together for organizational work flows such as HR, payroll processing, travel accounts, procurement etc., and cannot afford a complete revamp with a software replacement, the Cloud ‘app’ or platform which addresses this need in a seamless way would be a valuable app. When it comes to the Enterprise, there is seldom a single ‘killer’ app. Instead, there would be hundreds of flagship apps by each industry vertical, addressing specific needs. In the long-term - that is, when the key concerns such as security are addressed and the business world completes its transition into the Clouds and is ready to embrace the innovation – the true killer apps would begin to emerge.

Recently at Runaware, we packaged an oil reservoir engineering software on our cloud platform as SaaS. A reservoir engineer evaluating the heavy weight simulation software was pleased to see it presented as a web app, and commented that such tools are valuable especially in remote, offshore locations where an engineer can access high end simulation results in real time from their laptop and make decisions about exploration, without having to worry about hardware, resources or expertise to run such jobs. It then occurred to us that this same SaaS platform is also an inexpensive test bed for ISVs to launch pre-release and pre-production Beta testing versions for their software. It is well known that Beta testing helps ISVs significantly improve the quality of the shipped products by identifying and fixing critical bugs well ahead. However, majority of ISV software ship without wide Beta testing. Cloud platforms could address this need in a quick and easy way. These are just two new use cases which the Cloud model uniquely enables, which the traditional app platforms simply cannot. Layered applications, known as ‘mash ups’ are another case in point. Imaging GIS based apps serving different verticals, from different vendors: software for flood routing, for forecasting earthquakes, for transportation planning, emergency management and for disease control. In an emergency such as the hurricane Katrina, many such software, powered by the Cloud and delivered on demand over the Web, can be overlaid on a base regional map, to make well informed, real-time decisions to manage the emergency well, minimizing the losses to property and lives. Similarly, SaaS software by different vendors could be assembled together in real time, as components in a complex workflow to enable different Enterprise scenarios, used only as and when needed on demand, and dismantled later to make room for the next Cloud app! As the tight grip of the hardware and the OS on the apps loosens and as the mobile devices become popular computers, new generations of cloud apps will enable scenarios we are yet to imagine. The Lego Land of killer Cloud apps is so fun to imagine and wonder!

The iPhone 4 - Relax, it's just a phone.

2010-07-15T15:15:00.018-04:00

It's no surprise that the recent iPhone buzz has been countered with some pretty harsh criticism since it's public release date on July 7th, 2010. The lines to get one phone averaged about a 6 hour wait time in most places and over a day in some in some cases. Apple has a huge following, but don't take my word for it, let the numbers speak for themselves. It's estimated that Apple sold 1.5 million units the first day! It's also predicted that they will sell 3 million units in the first month. Apple (AAPL) is however receiving numerous complaints about it's new gem though. The biggest complaint was in regards to it's metal antenna on the lower left side causing a weak reception for many people. There is even a petition for people to sign who are infuriated with their less-than-perfect gizmo. Steve Jobs response however, was "Relax, it's just a phone." Honestly, let's not forget that in the end. Sure, we're spending about $200 to $300 for the phone itself, but at the end of the day, we are just buying a phone.

I believe a lot of the hype for the iPhone 4 started around the article published online by gizmodo.com back in April, 2010. In the article they talked about how the iPhone 4 was camouflaged to look like its predecessor, the 3GS. They then disassembled it to discover that it was in fact, the real deal. I'll have to admit that when I first heard of the incident, I thought to myself, "someone is getting fired!" It soon dawned on me that it was actually a great marketing tactic. I can't think of one commercial I saw on t.v. that advertised the new phone, but I do remember the day I read on cnn.com about the new iPhone 4 leak. I'm not sure if the buzz around the leak enticed Apple to push the release date so consumers could finally have one in their hands quicker than anticipated. If so, we can dispute that they should have put it through a more rigorous testing process, but the fact is -- it's here, it's selling and it has flaws.

The same advice most would give in regards to buying a brand new car model also applies to a brand new tech product. "Wait until the glitches are fixed first." In my experience, it's usually a good idea to wait until v1.2 of either a new tech device or a car comes out because the initial feedback is taken into consideration and any issues are usually worked out or tweaked to provide the best performance for the consumer. The good news is that in regards to the iPhone 4, Apple is offering a free bumper for your phone that will both prevent the reception issue for occuring and provide some extra protection as well. So, if you're thinking about buying the iPhone 4 right away, just understand that it may not be perfect. If you've already purchased one and its imperfections are keeping you up at night, then I'm with Steve Jobs. "Relax, it's just a phone."

Four Reasons Why Your Lead Capture Is Not Converting More Leads

2010-07-08T14:32:00.018-04:00

If you want to improve your online conversion rates, start to reconsider your lead capture form.

Whether your conversion process includes registering for a demo, signing up for an e-newsletter, or making a purchase, there are some things you will want to keep in mind as you revamp your approach to get the info you want up front.

These four quick reasons for changing your lead capture form can help keep your conversions at a maximum.

1. Get rid of the mess.

Prospects do not want to mess with "busy" sites when completing lead capture forms. If your lead capture page(s) offer too much clutter with over whelming amounts of content, numerous links, or too many graphics, clean it up. The more white space, the better this helps to keep a reader’s focus on what message you are trying to convey.

2. Can you give me the name of your first born, oh and don’t forget that SSN too.

Are you asking for too much personal information? If you are, take a good look and see how many of those fields can be removed. Limiting the amount of information you request, the likelihood increases that you will pull more valid registrations.

Most likely, the registration is occurring at the beginning stages of the sales cycle. It may therefore be in your best interest to request information that is less invasive. For example if you are trying to get prospects to trial the latest version of your software, first ask if they currently use the application. If it’s a new product you’re promoting, find out what possible competitor’s product they are using. These inquires act like a soft welcome and are less invasive, not to mention they can help your sales team better understand the current situation of a prospect.

3. Tell them what they get Johnnie!

Would you ever hand over your personal information without knowing what you will get in exchange? Ummm hmmm let’s see….NO. So then why would you think your prospects would react any different. Let your prospects know what to expect when they complete the registration form. For example, how soon can they expect to hear from someone? How will their personal information be used? Will they receive additional information via email or by a phone call from a sales rep? If prospects know what to expect, they will be more likely to give the information you want.

4. Don’t poke around when it comes to follow up.

Taking too long to respond to leads can really kill a great opportunity. Depending on the size of your organization, you can follow up with every lead using an automated email process or send a direct email from the appropriate salesperson.

The longer you take to follow up with leads, the less interested they are in talking to you. A prompt follow-up is not only essential but makes a great first impression on a lead.

* * *

The upside about these lead capture guidelines is that they don’t take a lot of time or effort to implement. You can begin to see measurable improvements with just a few minor changes.

As marketers in today's fickle economy we are all searching for more efficient and more affordable ways to generate better, solid leads. The sooner your conversion rates increase, the better your bottom line, so a quick reconsideration of your lead capture page(s) may be the answer.

Marketing Events for July 2010

2010-06-17T15:13:00.007-04:00

Check out the latest Marketing events that will be coming up in July this year....

Events in North America

Internet Marketing VS Social Media Marketing

July 16th – 17th, Las Vegas, NV.

Bring together professionals from the worlds of Internet marketing and social media marketing to discuss, learn, and exchange ideas. We aim to provide an environment where the two groups can effectively argue, learn from each other & come away with knowledge, strategy & tactics.

For conference details visit: http://vsconf.com/details/

OMS, Online Marketing Summit

July 23rd, Houston, TX.

The Online Marketing Summit (OMS) enables attendees to collaborate, network and learn how to execute on the best practices in Online Marketing. What sets OMS apart from the typical conference or tradeshow is its fervent focus on providing educational content without the fluff. Events include hands-on training workshops, one-on-one personalized labs with experts, thought-leadership presentations and peer-to-peer collaboration on the subjects.

To register go to: http://www.onlinemarketingsummit.com/registration-pricing-details/

Summit at Stanford 2010, Meet the Captains of Innovation

July 27th -29th, Palo Alto, CA.

The 8th AlwaysOn & STVP Summit at Stanford is a two-and-a-half-day executive gathering that highlights the significant economic, political and commercial trends affecting the global technology industries. The AlwaysOn & STVP Summit at Stanford features the most innovative companies, eminent technologists, influential investors and journalists in keynote presentations, panel debates and private company CEO showcases.

For program details go to: http://www.aonetwork.com/AOEvents/2010/Summit-Stanford-2010-0

Events in EMEA

The Convergence of Marketing, Advertising and PR on the Web

July 7th -8th, Singapore

This is a 2 day conference organized by EMP (evolution mind power) will cover the importance of social media usage in today’s business arena, who the main users of social media are, and how to leverage social media for your business. Ways to measure effectiveness and how to budget for social media marketing will also be addressed.

For more info visit: http://www.evolution-asia.com/

Adma Forum 2010

July 27th, Sydney, Australia

ADMA Forum 2010 is unmissable for the multi-channel marketer and is set to be the most engaging and comprehensive yet. ADMA Forum 2010 brings the world’s best marketing ideas direct to you. Get practical tips on gaining the best return on your marketing dollar. Exploit proven techniques for digital optimisation, and explore results-driven approaches to direct marketing, multi-channel planning, customer relationships and new opportunities to connect.

An overview of this year’s conference can be found here:http://www.admaforum.com/programme.htm

2010 Global Marketing Conference

September 15th – 16th, Helsinki, Finland

IMC is a European conference that started in 2000 and since then has travelled the globe to create a meeting place for marketers interested in the latest online developments.

For conference details and registration visit: http://www.internetmarketingconference.com/helsinki/

World Cup, Live and Streaming!

2010-06-14T15:33:00.007-04:00

It's 2pm on a Tuesday afternoon and your favorite team is about to start their World Cup match and you're nowhere near a television. We used to chalk it up to bad timing, but this time around, we can access live coverage from just about anywhere. Whether you're watching your matches online via free online networks, such as ESPN3, Live Soccer TV, or streaming it to your your smart phone, such as the iPhone, Droid, or Blackberry, it's never been easier to access live coverage on-the-fly.

During the last World Cup in 2006, we were right on the cusp of an era where offering live streaming coverage was becoming a competitive market. Now it has expanded beyond, internet companies and 3G and 4G networks have become the new craze for people to stay connected. Mobile alerts are a thing of the past because with 3G and 4G networks expanding like they are, you can get coverage almost anywhere.

So, if you're stuck in a longer expected line at the grocery store, or on a lunch break at work with no online access or no TV readily available, chances are you can find that game you're looking for in the palm of your hand, literally! So my friends, "ke nako", or as we say in English, "it's time!" You can get coverage almost anywhere, so you don’t miss that goal!

Security in the Clouds

2010-06-11T15:08:00.006-04:00

The on-demand and pay-per-use model of cloud computing is expected to help IT achieve better utilization, avoid the costs of resource over-provisioning, and allow businesses to outsource IT setup and management, which typically are not their core expertise, and focus more on their business area. At the same time, some key concerns have also emerged about cloud computing, and security is ranked among the top of such concerns expressed. This is understandable, because each of these factors have a major influence on the enterprises bottom-line. Security is a key concern, because confidentiality, integrity, authenticity and auditability of business data, tools and transactions are critical requirements for businesses to stay functional, legal and competitive. This need is especially critical for certain business verticals such as Banking, HR, Security administration, Law Enforcement and Legal, for example.

Runaware team developed a quantitative framework for analyzing and assessing the risks and impacts to the security of cloud-based software deployments, called QUIRC. It is based on evaluating six key security objectives in the context of cloud platforms, known as CIAMAU: Confidentiality, Integrity, Availability, Multi-party Trust, Mutual Auditability and Usability.

For a whitepaper describing the QUIRC methodology, please contact us at info@runaware.com. In this whitepaper, we present the security considerations for cloud platforms and the current thinking, based on CIAMAU security objectives. We then introduce the methods of risk assessment based on probability and impact, and demonstrate how the traditional Threat Modeling can be related to the QUIRC computations, via the identification of threat events. Using available data from SANS Institute, we demonstrate the application of QUIRC to typical cloud deployment. Wide-band Delphi method is proposed as a suitable process for collecting such input from expert consensus. A modified wide-band Delphi method is proposed as a scientific means to collect the information necessary for assessing security risks. Risk assessment expertise could be developed specific to each industry vertical, and a knowledge-bases could be generated, which then serve as objective bases for security risk assessment of cloud computing platforms. The fully quantitative QUIRC approach gives vendors, customers and regulation agencies the ability to comparatively assess the relative robustness of different cloud vendor offerings and approaches in a defensible manner.

Market and Grow Your Business with LinkedIn

2010-05-26T14:23:00.000-04:00

Trying to figure out what social media site can best marketing your business? If you are like most of us out there trying to figure out where you can get the most traction can get confusing. Well today I hope to make that dim light at the end of your tunnel a little brighter. If there is only one site you have the time and energy to focus on right now it should be LinkedIn.

LinkedIn is the hub where the chiefs of business come to talk. Valuable connections are made and there is a slue of leads to be cultivated to make deals happen. This is not to say that other mainstream social media sites don't have their place....they do. What I am saying is that out of all those mainstream sites LinkedIn's focus has always been about business, that's what it does best.

Below are just a few ways you can improve your business connections on LinkedIn and get results:

-Create and use LinkedIn groups to receive new lead opportunities

There are a number of groups on LinkedIn that specialize in topics and content related to the online as well as the software marketer. If you can't find exactly the type of group you want to join than create your own.

To maximize your own group you want to remember to do some key things such as....

1. Add keywords to the description of you group, this will increase your search rankings within LinkedIn.

2. Add your company website and/or blog to the group to increase traffic to your site

3. Take that a step further and add your blog RSS feed to the group, this way everyone in the group will automatically see your latest article on their home page.

4. Start a discussion, post a weekly or monthly message that will evoke opinions or feedback related to your business.

5. When possible, introduce members of the group to others to promote potential business for each.

Make sure to create a targeted group in your business field. In doing so you will be sure to have a well qualified lead list.

-Increase credibility by answering posted questions that fit your expertise.

By answering LinkedIn members questions that pertain to your field you are instantly creating a connection with potential customers.

-Host events

By creating an event you can again, build your business. LinkedIn offers an events platform that enables you to reach thousands of professionals for FREE. So setting up a webinar that focuses on pain points in your industry or if you want to invite others or your informative traveling speaking engagement than the viral event platform is something you want to take advantage of.

-Lead gen

LinkedIn's advanced search is a great resource or reaching your target individuals. Finding them is as simple as inputting the industry, keywords, title, etc... and hitting enter to see what members fit your criteria.

-Start messaging but keep it personal

Now that you have your leads, its time to reach out to them, but make sure to use a personal approach. First review their profile and take notice of companies they have worked for, school(s) attended, groups they're a part of, hobbies and mutual connections. When writing your message make note of one or a few of the things you have in common with your lead. When you can find common ground you in turn become more of a relevant person to engage with.

Now get started!

If you take advantage of these few tips you will begin to see the true power LinkedIn can offer your business.

Should you virtualize or go straight to the cloud?

2010-05-19T09:47:00.004-04:00

Virtualization continues to be a white hot growth area in IT. Organizations adopt virtualization in the Data Center for benefits such as consolidation of the physical hardware, better utilization, improved Disaster recovery (DR) and High Availability (HA), easier maintenance, better isolation among different workloads especially when they run on different OS etc. By loosening the tight locking which exists on typical computing platforms among the operating system to the hardware, the application to the operating system, and the user interface to the local machine, virtualization has enabled IT to allow hardware and software be used in freer and more diverse ways, adopt more easily to change and movement. While cloud computing uses virtualization significantly, it is not the same as virtualization. Cloud uses a pool of abstracted, highly scalable, and managed compute infrastructure capable of hosting end-customer applications and billed by consumption. The abstraction and scalability part of clouds is enabled by virtualization. Cloud is a whole new IT business model, whereas virtualization is a new technology to execute the same, older IT business model in a more efficient manner.

Multi-tenancy, concurrent usage by hundreds to thousands of end users, elastic scalability, freedom from IT setup and maintenance, very minimal capital expenditure and the freedom to procure IT resources on an as needed basis while paying for what is actually used – these are all benefits which virtualization alone cannot provide. These are the distinct, additional advantages of cloud computing. Unlike with the Cloud model, while virtualization is a great first step in IT consolidation and cost savings, it still requires that the end user organization procure, maintain and excess the obsolete IT resources as usual. So, for a number of typical IT workflows, especially those involving dynamic usage load patterns, cloud computing is likely to offer a more cost effective solution. On the other hand, if your organization’s work loads are complex but predictable without any dynamic surges or growth spurts, and you require a tight control and ownership of the IT infrastructure on your own premise, then virtualization may be a more prudent choice. So, a logical answer to the ‘cloud versus VM’ question would be based on a detailed assessment of your organization’s IT infrastructure and work flow patterns.

College Grads, Opportunity Is At Your Fingertips!

2010-05-13T16:42:00.005-04:00

If I could give any advice to the new college graduates out there, it would be, “good luck!” As a new college graduate, I’m sure you’re wondering where the next chapter in your life is going to take you. A world of endless possibilities and job prospects lay ahead of you. Now is your time to capitalize on the perfect opportunity. The more important question is, “how do you do that?” The good news is that even though the economy has seen better days, this group of new graduates is one of the most savvy we’ve seen when it comes to utilizing the internet as a resource. You’ve most likely gone online for help with research papers. You’ve probably quoted something from cnn.com, where a little over a decade ago we were quoting the actual magazine itself. You’ve probably even been given assignments via the net, whereas not too long ago it was mandatory to go to class to receive them. The fact is that you’ve grown up in an era where the answer to a question really is at your fingertips. With this being said, the key to your professional career is at your fingertips as well.

I myself have utilized the internet for every job I’ve had since graduating college in 2003. The good news is that there are far more online resources now than there ever have been. The question now is, “how do you get started?” One of the most important things you have to make sure you have is a resume. Being that you’re a recent college graduate, you’re probably not going to have much professional work experience on your resume. You can relax though because you’re not alone. The most important thing you can do is make sure your resume is appealing and relevant to the job you’re seeking. The web provides several pages where you can learn how to build a strong resume, or even look at different formatting techniques. Once you’ve finished completing your resume, it’s time to implement it online. I’m sure you’ve probably browsed through monster.com or careerbuilder.com looking for jobs pertaining to your degree, but it doesn’t stop there. Now we have indeed.com, which combines thousands of web sites, job boards and newspapers. Another one of my suggestions is the guerilla technique. You can always go to a specific company and check out their “career” section, but don’t forget that you can also utilize your facebook, blogger or twitter account for spreading the news about your job search. You’d be surprised what you hear back from some of the people you know, besides, people can read about your love for peanut butter and banana sandwiches any day, you’re on a mission now. Another great tool is LinkedIn.com. LinkedIn is a way for you to build professional connections via friends or colleagues. You can even upload your resume and work history on LinkedIn. A tool that has personally presented quick results for me has been craigslist.org. On craigslist.org, you can post your information to specific locations and with relevancy to the field you’re going into.

These are a few helpful hints from my experience in searching for a job. Mailing resume’s and responding to ads is never a bad thing, but with all the resources we have online to assist in your job search, my advice is to familiarize yourself with as many as possible. While you’re looking for the perfect job, you need to remember that now your full-time job is finding a job so become the best self marketer you can be and good luck!

Upcoming Marketing Events for June

2010-05-13T14:28:00.005-04:00

Check out the latest Marketing events that will be coming up in June....

Events in North America

Mashable, Media Summit 2010

June 8th, New York City, NY

The Mashable Media Summit features the intersection of social and digital media and lifestyle themes, bringing in dynamic speakers in the area of Hospitality, Songwriting, Branding, Sports, Video and much more.
For complete details on this first time event please visit: http://mashable.com/media-summit/
SMX Advanced Seattle

June 8th-9th, Seattle, WA.

SMX Advanced is the only search marketing conference designed exclusively for experienced internet marketers. Sessions are fast-paced, Q&A-packed, frequently controversial, always informative…and don’t stop to cover the basics. Fluent in search engine marketing? Come to SMX Advanced and engage with others who speak your native language.
For SMX discussion times, topics and details go to: http://searchmarketingexpo.com/advanced/2010/agenda
LeadCon East

July 26th – 27th, New York City, NY.

LeadsCon serves the needs of the online customer acquisition arena with a specific focus on lead generation. This segment of the online advertising space contains some of the most dynamic, successful, and innovative companies, but it is also a sector that has been historically under-served.
For the full conference program visit: http://www.leadscon.com/leadscon-east-2010/full-conference-program.html

Events in EMEA

The Future of Digital Marketing 2010

June 16th, London, UK.

This is an intensive, full-day programme focusing on the 6-18 month horizon, as seen by the pioneers of e-commerce and digital marketing. You'll hear two visionary keynotes and presentations on what's coming up on the digital horizon.

For list of speakers and panelists profiles visit:

http://econsultancy.com/events/future-of-digital-marketing#speakers

SIME Barcelona

June 16th, Barcelona, Spain

SIME Barcelona is hosted together with Barcelona Day of the Entrepreneur with 5,000 entrepreneurs, business leaders, investors and representatives of the press. SIME Barcelona is a day with the best of SIME followed by business matchmaking for companies interested in doing business in Spain and Barcelona as well as expert workshops with international speakers.

For the conference agenda visit: http://sime.nu/10/barcelona/agenda/

Upcoming Online Marketing Events for May

2010-04-19T16:34:00.002-04:00

Web 2.0 Expo, Platforms for Growth
May 3rd – 6th, San Francisco, CA

This annual multi-track conference brings together people, ideas, connections, contacts, products, and companies to foster stronger Web 2.0 communities. Web 2.0 Expo events feature influential keynotes and speakers, detailed workshops, a Launch Pad startup program, an Expo show floor, a Web2Open conference, and rich networking events. For further details please visit: http://www.web2expo.com/webexsf2010

New Marketing Experience 2010
May 26th, Dallas, TX.

Imagine a world where you can take your One Big Idea™ and tap over 100 other participating conference attendee and experts and each of their One Big Ideas. New Marketing EXPERIENCE is that world. Unlike other programs, this event will facilitate you working directly with your peers in a group of 15-20 professionals to explore in detail the topics covered in the program.

Click here for agenda details: http://event.nmlevents.com/tx/agenda.html

Software Industry Conference
July 15th – 17th, Dallas, TX.

The Software Industry Conference is a three day event, July 15-17, 2010, that culminates with a Networking Gala Dinner. There are also dozens of informative, educational breakout sessions covering a wide variety of topics. And if that's not enough there's three nights jam packed with plenty of time to mingle with other attendees, exhibitors, and sponsors including an Exhibit Night featuring the best software development products and services.

For conference schedule visit: http://www.sic.org/schedule.asp

Cloud computing, is everyone truly offering it?

2010-04-16T16:52:00.006-04:00

The other day I was on the phone with one of our customers talking about a project that we are working on with them when they asked, “will your solution be able to work in the real Cloud”? This made me laugh because she was right, today many folks in the tech industry are making claims that they are working in the clouds, or they have a solution that is in the clouds.

This brings me to my question, are the terms “in the Cloud" or "Cloud computing” the most over used terms today? My answer to this is Yes! The term “Cloud” is so broadly used today; any company offering the ability to place an application to connect to the web states that the application is in the “Cloud". At the same time a company that is creating a platform that allows an application to be built on that platform and easily scaled up or down is also seen as being in the “Cloud ”.

My view is that the term “Cloud” should really be reserved for the companies that take the application and put the whole thing into the clouds. If the application required any part of it to be hosted on your local machine than it is not in the “Clouds”, if one specific operating system is required to be installed on your PC then it’s not in the “Clouds”.

The definition of being in the “Cloud” should be the complete internet base computing that only needs a web browser and a small applet in order for these applications to work on your pc, netbook, ibook, mac or cell phone.

What are your thoughts on this all encompassing use of the term "Cloud"?

Death to Internet Explorer 6!

2010-03-31T09:59:00.013-04:00

The death of IE6 -- is like music to the ears of many web designers and coders out there.

The fact is that IE6 is simply obsolete. It doesn't even render .png files correctly. On top of that, web designers are forced to create separate .css code just to view IE6 correctly. Believe me, the last thing you want is your client complaining about how they have these "white boxes" everywhere on their website. White boxes? Oh, you must mean the graphics that don't get rendered correctly via IE6. Been there, and it doesn't stop there!

If you don't believe me, here are a few interesting links you may want to visit dedicated to the death of IE6. "IE6 Countdown to Death", "Death To IE6", "IE6 Funeral" and "RIP IE6." I'm sure I could find many more of these homages to IE6, but I think you get my point.

IE6 was delivered to us in 2001, which means that if someone is using IE6, we can probably take a guess as to what type of operating system they're using. Now, I'm not sure how Microsoft is going to handle this end of an era. Maybe there will be a prompt one day that when people using IE6 log on to their browser it lets them know that the browser they're using has expired and they need to upgrade to the latest version. It's not for me to decide.

What I can tell you though, is for myself and fellow web designers, that day can't come soon enough. I'm not going to hold my breath, but when that day comes, I will probably pop the cork and celebrate.

Let me know your thoughts and stories.

Upcoming Online Marketing Events for April

2010-03-15T11:41:00.012-04:00

If you're like me you like to know what up and coming marketing events are on the horizon so here are a few that are taking place in April 2010.

Social Fresh
April 19^th, St. Louis, MS.
Social Fresh is a social media event and community company based out of Charlotte, NC. Social Fresh flagship events are one day conferences targeted for marketers, focused on case studies, and currently being offered across the country in under-served cities.
For an overview of the conference check out: http://socialfresh.com/stlouis/

Ad tech
April 19^th-21^st, San Francisco, CA

As the digitization of media continually redefines the business of marketing, it is ad:tech’s mission to provide brand advertisers, agencies, portals, online publishers and technology providers an unparalleled forum – one that supports the exchange of ideas, experiences, new practices, emerging models and expert opinion.

For further details please visit: http://www.ad-tech.com/sf/adtech_san_francisco.aspx

The Marketing Forum
April 25^th-27th, Miami, FL.

The Marketing Forum places marketing solution providers and senior level marketing executives together for pre-agreed, pre-scheduled business development meetings.

For specifics on this conference visit: http://www.marketingforum.com/

Has your Registration Page Become a No Fly Zone?

2010-02-25T16:36:00.021-05:00

When looking to improve conversion rates, take a look at your registration page.

It doesn't matter if your conversion approach is offering an online demo, making a purchase, signing up for a webinar or e-newsletter you still need to follow some simple guidelines.

-Dump the clutter!

Get rid of the extra noise. Prospects need to be focused and if you have links, buttons, graphics and a whole lot of content everywhere how do you expect them to know where to look first. Be a minimalist, less is more, keep the white space.

-What's your name? What's your number? How tall are you? What's your safe combination?

Stop asking too much information! If you limit the number of questions you ask, more likely than not you will increase your number of registrants. Get your sales people to initiate a conversation for other necessary lead data. Again keep the questioning simple on your registration page.

-I hit submit. What happens now?

Don't leave your potential leads in the dark, let them know what happens once they hit that submit button. Whether it's that they will get their first e-newsletter the 15th of the month or that they will receive a call from a sales rep within 24 hours, let them know what to expect next. Letting prospects know what happens next makes them feel more comfortable with handing over their personal information.

-Your registration page is page 1

Whoa, whoa, whoa...now this is the one that always gets me. Registration pages should never be the first page you come to. Think of it this way, if you go to a bar, a seminar or even a house party do you ask someone you never met before for their first and last name, email address and personal telephone number? Not in the first 10 seconds you don't. So then why would you ask all that when trying to acquire a new lead?

You need to first show a genuine interest in your prospect. Present a welcome message and let them know that you want to make sure they get to the right product or service by first asking a couple of preference or current situation questions. Again, remember tip #2, keep the questions simple and to the point. You may also want to explain or show an example of what they will be getting once they fill out their registration form. For an e-newsletter that could be an image example for an online demo it can be a quick description of the type of demo that will be offered and what features will be highlighted.

-You got back to them when?!

Ok now you have a lead what next? Follow up and fast! Don't leave those hot leads sitting around cooling down. Have a defined process for following up once a lead signs up for that webinar or takes that online demo. No matter your organization size there is a way to make sure your leads don't get lost or forgotten in the shuffle. For smaller companies it's a matter of the sales rep taking the time to send a personal email or making a phone call. For large companies it can be taking advantage of an automated email process so that the lead knows you appreciate them signing-up. Either way making that follow up touch point is crucial.

These few guidelines don't require much effort but they can really make a difference in your conversion rates.

If you have other ideas on how to improve registration pages that resulted in higher conversion rates I welcome you to share those.

Designed by Apple in California

2010-02-24T10:18:00.005-05:00

Is it just me, or has Apple been a pioneer of recent design innovation for the last decade?

It's hard to find someone nowadays who doesn't have at least one Apple product - whether it be an iPod, iPhone, iMac, etc... What is it that draws us to their products though? Is it their Mac vs PC commercials, is it their simplistic approach to design or is it the fact that we liked the interaction we had when a friend of ours let us check out their Mac product?

Whatever reason it is that draws us to their product, the fact is, it's working! Five years ago Apple stock (AAPL) was at about $40 a share. Today it's at $200 a share.

Again, what is it that makes them so successful? If you go to almost any store that sells electronics, you can see that you could get a comparable product for significantly less, yet we're attracted to the Mac version.

I first used an Apple Macintosh computer in the mid 80's when I was in elementary school computer class. When I started my freshman year of college in '99, Mac's were the only computer you could find on campus. All of the designers used them. It was like a technological staple to our creative diet. They were even in the library!

My thought is that Apple just continues to push the limitations of great design combined with easy user interaction. Creating something that looks cool is one thing, but creating something that looks cool, is easy to use and just works. That's Apple.

Let me know your thoughts.

Check for Browser Compatibility

2010-02-22T09:10:00.008-05:00

As a web designer who has spent countless hours making sure that web design looks good on every browser platform, I know the importance of ensuring that what I'm posting online looks correct on all browsing systems.

This rule doesn't just apply to website design. It applies to e-blasts, content management systems and other web based applications such as Runaware's TestDrive.

I also can't tell you about how many time's I've had to walk clients through updating their browser software so they can view their own sites correctly because they're still using outdated software, such as Internet Explorer 6, which has been out for about 9 years.

I'm not sure if these people just simply don't know how fast the web is changing and how important it is to keep up, but I can assure you that it's worth the 5 minutes to upgrade your browsing software, if for nothing more than to provide a better user experience. I can tell you one thing though -- I'm not going back to using tables!

If you've got any stories that relate, please feel free to share.

Google's Big Buzz

2010-02-18T15:13:00.008-05:00

This month Google announced their new social media service called Google Buzz. This service combines many of the like tools and features that Facebook and Twitter offer into one cohesive environment. For complete details and video about Google Buzz check out the official Google Blog.

In its current state Google Buzz is best suited for personal use and not specifically business but as Facebook realized over time, business has it's own demand and that became strong enough for Facebook to adapt to those needs. My assumption is that Google Buzz will also yield to that ever growing voice of business and bring forth a Google Biz Buzz of sorts.

However in Google Buzz's current state, there is some useful marketing potential you can take advantage of now.

First things first, create a gmail account using your company's name. This will allow you to use Google Buzz.

Next locate folks in your industry and start following them, similar to what you do in Twitter. Also like Twitter, Google Buzz will recommend others that have the same interests as you. This will help to cultivate not only who you want to follow but the people that will want to start following you.

Now the big thing to remember with Google Buzz is that buzz is king and because of that you want to be sure to make your posts as interesting and buzz worthy as you can. This would include beefing up your content with great articles, photos and videos. Get others to take notice by encouraging everyone to participate in your posts with conversation. This is incredibly important when it comes to Google Buzz because one of the most note worthy differences between Google Buzz from other social media services is the way it filters through content. Only the most popular content gets launched to the top. So spread the word and achieve viral status with your content.

The first thing I would like to create some buzz about would be finding a short nickname for Google's latest service offering. How about G-Buzz? Let me know what you think a great nickname would be.

Convert Your Prospect Subscriber into a Full-fledged Customer

2009-09-18T14:55:00.011-04:00

Although some like to think we marketing managers are psychics...the real reality is most of us can use all the help we can get to figure out which prospects are close to making a purchase and which are still just kicking the tires. The most successful marketing managers are those who can identify a good number of promising customers and give them the right boost to get them to make a purchase.

There are so many priorities all needing to happen at the same time, so having a creative strategy that will drive the results without spending much effort is goal. For most of us it's a balancing act of one-to-one marketing and scheduled e-mail blasts.

Here are just a few tips to engage different groups of customers on your e-mail list to nudge them into making that final purchase:

1. Use Web analytics to keep track of behavior. E-mail subscribers often give inaccurate survey responses, and prospect reported data gets old fast. Try instead to track prospects by watching what they do with their e-mails and on your web site. Using tools like RFM (recency, frequency and monetary value) analysis will help you fin that 5%-10% on your list that's highly engaged.

2. Take a look at model behavior, models that detail your prospects behavior can not only help gain first time customers but it can also yeild a prompt secondary purchase as well. The key to this is usually in the balance of implementing the behavioral model and its true incremental benefit.

Yes this can be a time and cost heavy approach but the insight to better understanding human behavioral purchase patterns can give you an edge in pre-determining our customers actions.

3. Change things up, replace e-mail blasts with life-cycle messaging. Try not to send the same e-mail blast to everyone; the churn rate of finding new subscribers will cost you more than identifying the most interested people on your current list.

Start this by crafting targeted messages to subscribers by knowing what stage of the sales cyle thy're in. To gain that data, you need tools that count the click and open rates. If you don't know the best way to handle this type of life-cycle messaging there are various companies that can assist in creating a messaging program to fit your needs.

Keep in mind disinterested prospects of today could be your customers of tomorrow, so continue to talk to them the right way to move them on in the cycle.

4. Make it personal, personalized e-mails equate to higher engagement. Prospects appreciate you listening to their needs and because of that their interest increases. Develop the content of the e-mail to reflect their interest level, for example offering information on specific products or services or even a vertical industry.

When you get someone who asks for more info that's the key time to convert them to a sale by handing them over to a member of the sales team to speak to.

TestDrive Online Demos Showcased on Adobe Web Site

2009-09-01T15:02:00.003-04:00

Today Adobe has gone live with their TestDrive online demo of the Technical Communications Suite 2. This environment has been under development for several months and is the culmination of a lot of work with the Adobe team, including Senior Product Evangelist RJ Jacquez.

Adobe worked with Runaware to create a superior experience for their visitors and provide a way of demonstrating the full suite of software included in TCS2 without the 5GB download or DVD that were previously the only trial options for the suite.

Visitors are met with a menu from which they can select the software included in the suite that they would like to try. RJ Jacquez and his team provided Runaware with some valuable tutorials that help users walk through the value of software applications such as RoboHelp and FrameMaker.

RJ posted on his Adobe blog today about the launch of the TCS2 TestDrive. If you'd like to see a video of RJ explaining the TestDrive online demo and what's included, you can view his recorded Adobe Connect session.

Follow this link if you'd like to view the Adobe Technical Communications Suite online demo directly.

We worked with Adobe to make this one of the best implementations of an online demo, using all of the lessons I've talked about in the past - placement in your marketing, profiling, targeted messaging, tutorials/scenarios and integration of your software. The best part is that we can continue to build on this and add more resources to continue improving the user experience and adding value.

What do you think of the new Adobe TCS2 TestDrive?

Get creative with your software demos and marketing partners - do more software marketing for less

2009-08-25T09:46:00.000-04:00

I recently penned an article on how software marketers can get more from their marketing efforts for less money and effort. This article was just published in the "MarketingProfs Today" newsletter. My goal with this article was to describe how marketers can analyze their marketing programs for effectiveness and look for ways to increase their ROI.

One of the main things I feel some software marketers overlook is software demos. I go on to describe the most common demos - downloads, CDs, one-on-one demos, videos and online software demos and how they compare in cost and return on investment.

I also go on to talk about how software marketers can leverage pay-for-performance models to decrease costs and share risk while engaging their vendors as partners. When you treat your marketing vendors like partners, you can utilize their expertise and really get a lot more for your investment.

Finally, I describe how the software demo process can be used to learn more about your prospects, which will increase conversions.

The article is entitle Software Sales: How to do More with Less and you can read it in its entirety over on the MarketingProfs web site.

Have you evaluated the ROI on your software demos? marketing programs? Do you engage your marketing vendors as partners?

Disguising your products to sell more in a recession

2009-07-20T11:25:00.000-04:00

Recently I was in the grocery store picking up the usual food items and found myself spending over 5 minutes in the dairy aisle looking for the Kraft Colby & Jack shredded cheese I always use to melt over my Triscuits. I scanned the entire aisle of cheeses and simply couldn't find what I was looking for.

It was then that I realized that the packaging had changed. It looked just like the store's "generic" brand. I thought this was a little odd and "out of character" for a big name brand like Kraft, but really didnt give it much thought.

Then I was further on down the store, looking to pick up a 12 pack bottle of Pepsi when I had the same trouble - I was visually scanning the aisle filled with soda and couldn't locate the familiar Pepsi packaging I was so used to. I realized that Pepsi had also changed it's packaging! Now we know that Pepsi has evolved their packaging and branding over the years, but it was always instantly recognizable. I studied the packaging and realized - it was similar to what Kraft had done. The packaging was very simplistic - and again looked "generic" in it's appearance.

I didn't give it much thought, other than just thinking it was strange that Pepsi would go this route. It wasn't until I was sitting at my desk thinking about the challenges of marketing in this economy when it hit me - maybe this was a planned product marketing strategy. Maybe Kraft and Pepsi were being clever.

We are conditioned to recognize brands - the big names spend tons of money so that at a glance we know what their products look like and engender a sort of trust in the product. However, at the same time, so-called generic brands have established themselves a less costly alternatives to the big brands. Have the big brands caught onto this? Have they decided that in a down economy they must disguise themselves?

I personally think that they are playing a bit of a psychology game. A majority of the population is looking for ways to cut costs and are more value conscious. I think that brands like Pepsi and Kraft are pulling a quick one and making their products look more like the generic brands in an attempt to subconsciously make shoppers think they are getting more for less. I think in some way, when consumers are going through the mechanics of picking up the foods we are used to, may be getting the satisfaction of buying the brands they are used to, but in some ways tying these products to the savings they would realize from purchasing generic products.

How does this translate to software? I haven't seen any software companies change their retail boxes to look "generic." In fact, I'm not really sure there is such a thing as "generic" brand software. But it did get me thinking - what can we as software marketers do to pull a fast one and subconsciously get our customers to think that they are paying less or getting more value?

It's something to think about as we continue through the financially challenging times. What do you think, would using visual cues in your marketing campaigns or software packaging to engender a "value" approach help you sell more software?

The Marketer’s New "Business as Normal"

2009-06-22T12:01:00.014-04:00

Since the end of last year retailers have pulled out all the stops to get customers to enforce their buying power. From educational webinars to online/in-store discounts and big savings coupons, retailers have been using their resourcefulness and marketing savvy to make the best of a gloomy economic year.

Even with all their efforts retail numbers were down last year and the outlook for 2009 looked even more desperate. Perhaps the very profile of the retail environment has shifted as consumers settle in for what may be a prolonged economic change and preparing themselves for the new "business as normal" standard. Here are some smart, manageable tips on how to cut back and survive through the second half of the 2009 to keep your business on track.

Keep the Driving Force Going
Now is no time for a vacation. It’s important more than ever to stay focused on the goal which is survival in this tight economy. We are doing it at home and work is no different if we plan to keep our lively hoods. No matter how tired you are or how discouraged you might feel, it's time to think positive, rally and continue marketing to your customers. A cutback in marketing efforts is not an option. Marketing keeps you in front of current customers, engages prospects, and positions well for the economic rebound. Don’t lose the momentum…stay on the ground running.

Keep Your Customers Coming Back for More
Although statistics can vary by type of business, product, and service, one thing is undeniable...it costs more to acquire a new customer than to retain an existing one. A loyal customer base can carry you through even the toughest times. Whether asking customers to sign up for your newsletters, encouraging them to join your community forum, or by offering upgrade discount incentives, you have ways to re-engage buyers.

Don’t Just Go on a Hunch
Customers make or break your business. You need to listen to and accommodate your clientele and that means knowing what they want. To find out what they want you can use your newsletter or toolbar to distribute an open-ended customer survey. Review your customer feedback and make some enhancements, this way customers can see you're making real changes based on their feedback. Make sure to track the success of those changes in your marketing strategies on a monthly basis.You will want to modify your campaign content if it isn't producing results and switch out elements of your toolbar if they aren't being used.

Make that Investment Back
Stop any spending activity that isn't directly resulting in new business. Dollars are tighter than ever, so managing them properly is critical. You might not need the latest hardware, but you do need well-designed web site and toolbars to expand the value of your site. Stick with those tools that work. Make an objective to review one new free tool for small businesses that is popular or new. Consider how best to apply that tool for account management, marketing or sales; for example, not every business needs a Facebook page, but for some it can help. Find out where your customers go to speak with or about the companies they work with and then make your decisions from there.

Realize that today's customers are different from those just a year ago. They expect more… more information, more choices, and more convenience and they are looking for you to bring that to them as quickly as you can.

Offer better software demos using the data you already collect

2009-06-18T16:14:00.000-04:00

All marketers use lead capture or registrations forms in their marketing programs. How else would we generate leads for our sales departments? Some marketers keep things simple and only ask for the necessities, some ask for everything under the sun and some assess what they really need to know and conduct testing to see what their audience will bear before increasing abandonment rates. By the way - I highly recommend balancing the information you need with what's nice to have and test your conversion rates, but we can save that for another post.

In most cases registration forms will include a few optional questions outside of the contact fields, intended to help us understand more about our visitors - whether the information is used to help marketing define their "buckets" or to help sales target their pitch - is really moot when it comes to your visitors. What if you used this information instead to help provide a more customized experience for your visitors? If you positioned the questions in a way that made it obvious that the answers would better help your visitors find what they're looking for, I can almost guarantee that your visitors would be more likely to answer the questions.

Here are a few examples:

1. Ask a question that provides the opportunity to offer a specific demo suited to your visitor's needs
One of our clients, Intuit Quickbooks Enterprise Solutions (QBES), uses the question "What is your business type?" to identify the visitor's vertical industry. This is important to the marketers so they know what verticals they need to be targeting, but its also helpful for the visitor because QBES develops different versions of their product for different verticals. In the screen shots below, you can see how when I answered "Distribution & Wholesale" I was offered the TestDrive online demo of their "Manufacturing & Wholesale Edition", saving me the effort of figuring out which version of the software I should try.

2. Find out who your competition is and take the initiative to show why you're better
Intuit QBES also asks their trial visitors what their current accounting solution is. Not only does it give the marketers insight on which competitors they should be paying the most attention to, it also gives them the opportunity to target that competition specifically. Depending on your selection, you will receive an automated email, addressed to you, either explaining why you should upgrade to the new version of QBES (with a special discounted offer) or why QBES is better than the solution you're using now - also providing links to resources that may help in your information gathering.

In the example below, you'll see that I selected "Peachtree", then I received an email with the message "Upsize" as well as a link to learn more about the Free Peachtree to Quickbooks Conversion tool. "WOW! So if I switch they will take care of moving all my data over to Quickbooks and I don't have to worry about a thing?? I'm SOLD!"

You can even take it a step further and make your registration forms "dialogs". Instead of just asking a series of questions, let your visitors know why you're asking them. Instead of "tell us about your business", position it as "So we can provide you the best demo of our software, please tell us a bit about your business. We'll provide a customized demo to suit your needs".

Give your visitors what they want and you will have a much higher chance of converting them and closing the sale. Make it easy for them to see why your software is the right solution for their needs and you can get the same results. So why don't we ALL do this??

I can think of a half dozen, but the initial ones that come to mind are:

I just didn't think about using my data that way.
I don't have time to go through this exercise; I have so many other marketing programs to implement!
It's going to take so much time and I don't have the resources to create the content needed.

We're all being asked to do more with less, and for software companies your software demos are one of the key sales tools and I'm sure a lot has already been invested in them. Putting a little focus on this process and what you can do to better meet your visitors' needs and creating more customized experience can really pay off in spades. And remember, you don't have to do it all at once! Start small and build up from there.

Are you doing anything right now to make better use of the data you are collecting or doing anything to provide a software demo that actually addresses what your visitors are looking for?