How a Software Firm's Soft-Sell, Educational Webcasts Helped Double Sales

by Kimberly Smith
Case study published on 9/4/2007

Softrax Corp.'s enterprise software automates a company's entire revenue cycle. With the advantages of automation not always apparent to potential customers, Softrax based its marketing strategy on educating the market, while competitors relied mostly on advertising. Webcasts featuring government and industry experts—with only an indirect connection to Softrax apparent—formed the core of the new strategy, and within four years helped double revenues.