An open letter to software vendors

Dear Vendor,
I saw a tweet today and it made me think of you.

We could say this about anyone, couldn’t we? The truth is, people have limited time and as long as the new tool meets the basic business-as-usual needs, your customers are unlikely to go exploring the boundaries without provocation.

Too often, customers’ purchase decisions will be influenced by the length of your feature list or your responses to a spreadsheet. This isn’t sticky marketing, because you’re all addressing those same BAU capabilities. Where’s the magic? Where’s the value?

Remind me of those features I’ve forgotten about. Design email marketing campaigns with protips for my use case. Uncover and share those customers like me who are already doing innovative things with your solution. It doesn’t even need to be all that innovative, it just needs to be better than how I’m currently doing it. And you can see what I’m doing; you own that data.

What about your sales team? Does your product marketing team pass on that information about the goldmine of unexplored features? Do you give your account managers the ammunition to make a call to existing customers, provide value in the form of a few tips and how-tos, and potentially up-sell?

So, what do you say? I showed you my protip, why don’t you show us yours?

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