Users are getting a bit more clever and they want to research and try things for themselves before they commit to the full assault of your sales team.
"Cisco’s customers were beginning to purchase and use technology in new ways. Increasingly, tech-savvy business managers, instead of just IT professionals, were making buying decisions; user-generated applications were being added on top of the basic technology; cloud computing was becoming prominent; and digital media was becoming a key influence in deciding which technologies to purchase. Customers were self-educating and researching buying decisions in new ways – not just with a sales person." http://blogs.hbr.org/2014/10/help-your-team-spend-time-on-the-right-things/
Self-educating customers, the horror. I'm always moaning that enterprise software companies make you sit through half day demos and then you get to the end and you can't have a play around. Two things I came across today that are good. Splunk. See these guys are smart enough to create a sandpit for you to have go with. Very good, everyone do this please
Number two is this launch campaign from Adobe for Premier Clip. It’s a free mobile movie making app that aims to make video more accessible and useable for those that don't want to go hard out with Final Cut Pro.
I really like the video with the marketing team explaining their products and the simple walk throughs that encourage users to download straight away and try for themselves.
Content is all tagged up and optimised nicely. Personal and useful and makes everything look easy and fun while still maintaining the product quality of Adobe Creative Cloud. Most excellent blog links through to themed user content
Think about products and tools that you use regularly and how you originally came across them. Self education is getting more crucial for marketers so always think how you can get your products into the hands of your users ASAP before their little minds wander off to the land of cat gifs --ooo look it's Maru (=^‥^=)