infonews.co.nz
INDEX
TECHNOLOGY

Marking Marketing Dollars Count With ProWorkflow

Friday 28 November 2014, 2:21PM

By Beckie Wright

790 views

ProActive Software has been in the game of selling Software as a Service (SaaS) for over ten years.  They have always operated on a low cost sales model helping customers who might be interested in their products find them on the web.  Over that time they have seen many changes; what works today might not work tomorrow and even if it works costs can vary enormously. 

The web is great at generating all kinds of analytics but the trick is understanding what they mean to the business and what should be the current and future marketing mix.  The first lesson ProWorkflow have learnt the hard way is never take a single view, don’t trust one set of results, use a number of complementary statistical tools and systems, look at what they agree on and look hard at the differences.  This assessment points to the value for money of your marketing spend and knowing this might help on targeting your marketing spend.

AdWords is a great revenue tool for Google but is it for you?  Maybe, maybe not, and is the traffic quality, how does it convert to sales, do the sales churn – what is the return on the AdWords spending?  Do you have the numbers or is it a guess?  Bids on AdWords can get crazy; companies get an infusion of investment and spend big on AdWords but unless the traffic is self-funding it is not sustainable.  Best not get into that sort of contest.

With SEO, there is a lot spoken about raking and the magic of the Google ranking algorithm and more and how algorithm changes over time.  The number of available quick fixes is being engineered out by Google over time, what persists matters.  Genuine content, substantial content that is around for a while that people appreciate plays well.  Reputations are hard to build and can be burnt quickly so we need to be careful.  ProWorkflow try to rank on what matters to their customers who see value in the use of ProWorkflow, chasing the wrong customers amplifies churn and wastes resources on sales that don’t last. Adverts vary in effectiveness so use attention grabbing graphics and try and target to specific audiences.

“Marketing on the web is increasingly challenging, more activity is no substitute to carefully targeted activity”, says ProActive Software, CEO Julian Stone. Converting leads to sales is much more productive if we can find the right customer up front by building marketing channels that speak to the right prospects”, says ProActive Software Chairman John Walley.

ProActive Software is based in New Zealand, develops and sells ProWorkflow web based project management software.  For more information please see http://www.proworkflow.com .