Articles for date "July 2018":
product marketing

The Role of Product (Marketing) Manager in Software Company

The person who unites the company into a single value delivery unit is called a product manager. This person is responsible for balancing the cost of a product with the quality and functionality. Product managers act as a go-between for the product development and the commercial departments, translating technology and product features into user-benefits and Unique Selling Points (USPs). A product manager has to guide the cross-department team and focus ...


Software Developers

What makes marketing software products different from traditional marketing?

Software marketing is different from marketing traditional goods and services. Moreover, the software marketplace is dramatically different from even ten years ago, with new marketing behaviors, opportunities, channels, and challenges emerging.


Software Product Life Cycle

Software Product Life Cycle Explained

Now that we know the core principles and concepts of modern marketing and how they apply to software marketing, it’s the right time to look into what software product is and explore the anatomy of the software product life cycle. From the previous article we’ve learned that good marketing is not something performed by a single person or a department. It also doesn't happen by accident. It’s ...


Core Marketing Concepts

Core Marketing Concepts for Software Marketing

We defined marketing, its scope and how it fits into business processes as an organizational function. To better understand the marketing function and move forward to software marketing specifics, we need to have a shared understanding of some core marketing concepts.