Strive Notes

Over the past four weeks, I’ve met with reps from more than a dozen technology companies in the Isle of Man.  I learned that the Island boasts a broad offering of software, hosting, business continuity, telecom and other services.

But one theme that came up time and again, in these conversations, was the challenge of building business in other markets.  This isn’t unique to Island companies.  Solutions providers and ISVs the world over struggle to find the resources build their customer base.  Direct selling is the most effective means, but it’s limited in scope.  The next obvious step is to tap distribution channels, VARs and OEM deals, etc.  But these routes take dedicated resources and a long-term commitment before any seeing any returns and so are beyond the reach of many.

But now, we are seeing a trend where enterprise software vendors are adopting the new ideas in marketing from their colleagues in consumer technology, i.e. Web 2.0 technologies such as blogs.  And it’s not just smaller start-ups taking the plunge.  IBM and Microsoft are among some of the ‘biggies’ getting in on the act. 

Martin LaMonica gives an excellent overview of the trend on C/Net News.com giving a number of real world examples of ISVs and ASPs targeting the end-user instead of the traditional corporate procurement bods. 

Just a little food for thought on this Bank Holiday Monday.

Filed under: public relations