PRO Case Study
Company: Softrax Corp.
Contact: Stephen Foster, Director of Marketing Programs
Location: Canton, MA
Industry: Business Software (B2B)
Annual revenue: $27,000,000
Number of employees: 125
Quick Read:
Softrax Corp. is the developer of enterprise revenue management and billing software designed to automate a company's entire revenue cycle, including revenue recognition, reporting, and forecasting, as well as complex billing and contract renewals. Effective as these solutions may be, they also tend to be pricey, and therefore not an easy sell.
Softrax realized that its pitch would be more effective if potential customers better understood the many complexities—and opportunities—associated with revenue reporting and so recognized for themselves the advantages of automating such functions. Accordingly, the company embarked on a new marketing strategy based almost entirely on educating the marketplace.
At the core of this strategy was a series of informative monthly webcasts presented by government and industry authorities. The "Executive Webcast Series" served as a broadcast medium to educate viewers on topics that related directly or indirectly to Softrax products, but did not specifically market those products.
Not a member? Sign up...it's free! Log in to add a comment!
On Demand Seminar: Growing & Engaging Your Subscribers, Fans, and Followers
Presenter: Jeff Rohrs
Learn how to effectively grow your fans, followers, and subscribers with integrated social media and email marketing. more
Take 10 Author Series: How to Fascinate People With 7 Key Triggers
This webcast with Sally Hogshead covers key ideas from her best-selling book, Fascinate: Your 7 Triggers to Persuasion and Captivation. more
On Demand Seminar: B2B Social Media Marketing Power Hour
This FREE preview of SocialTech '12 helps you discover essential elements of powerful B2B social media marketing. more
Take 10 Author Series: How to Be Bold With Your Social Business Agenda
In just 10 minutes, Sandy Carter, author of Get Bold: Using Social Media to Create a New Type of Social Business, shares how to create a social business agenda more
Improve Your Small Business Marketing
Learn everything you need to know to grow your small business—from taglines, to plans, to websites, and more—in our handy, 65-page guide, DIY Marketing Essentials for Small Business. more
Tame the Giant: The Complete Field Guide to Facebook Marketing
Get the most out of your Facebook presence with our new, 55-page guide to Facebook marketing. more
Facebook Ad Spend Growth Outpacing Paid SearchSocial MediaPosted 2/10/2012 8:00:00 AM
Social Media Users Prefer Social Login Over ...Web SitesPosted 2/9/2012 8:00:00 AM
Luxury Shoppers Use Social Media to Flaunt ...Customer BehaviorPosted 2/8/2012 8:00:00 AM
Android Gains in Smartphone Market, Apple Also ...MobilePosted 2/7/2012 8:00:00 AM
