I. EXECUTIVE SUMMARY
Syncfusion is a software development tools vendor, delivering a broad range of .NET components coupled with a service-oriented approach throughout the entire application lifecycle. Known for its high-performance Grid control widely used on Wall Street to display real-time data in mission critical applications, Syncfusion has established itself as a trusted partner. Founded in 2001, Syncfusion has more than 7,000 customers world-wide, ranging from small ISVs to global IT consultancies.
The key challenge for Syncfusion is to consistently innovate and release new products quarterly to stay on the cutting edge of technology and to stay relevant in the marketplace. Furthermore, the .NET software development marketplace has lots of competition and it’s a challenge to stand out from the crowd as a thought leader. Syncfusion, although one of the top three vendors in its space, still has the challenge of increasing its name recognition in this market.
Syncfusion is already managing digital marketing proactively by releasing valuable technical content and pushing it through all its digital channels – email marketing, Twitter, Linkedin, Facebook and Google+. In addition, Syncfusion markets these content assets – technical white papers, free software controls and e-books - to a broader audience through partner marketing campaigns. The key recommendations are about further engagement with internal stakeholders (employees) and enthusiastic customers to increase brand awareness; furthermore, to monitor and listen to the online conversation about the brand using social media monitoring tools.
I would assume it is difficult for a software company to advertise software using other software. Plus I would think that software sells itself, as long as customers know about you. I think your recommendations are right on cue though. Good job.
ReplyDeleteI don't understand the recommendation to engage internal employee stakeholders...is this about getting your coworkers to evangelize syncfusion to their friends?
ReplyDeleteMy book, "The New Rules of Marketing and PR," recommends exactly what you're doing and planning: push free content (without selling anything) to increase traction and interest in Syncfusion.