In this episode of the Biz Apps Marketing Minutes, host Adam Berezin interviews Mary Miller, Marketing Director at PayTrace, about her journey in the Microsoft channel, PayTrace’s innovative B2B payments solutions, and her approach to marketing to both partners and end-users. Mary shares invaluable insights into the unique challenges and opportunities in financial services marketing and provides actionable strategies for ISVs to align with the needs of their audience.
Key highlights from this episode:
Navigating partner and user marketing:
Mary emphasizes the importance of segmenting marketing strategies for partners and end-users:
- For partners: Provide educational, turnkey marketing materials that enable partners to easily communicate the value of solutions to their customers.
- For end-users: Focus on educating customers based on their role in the buying process and addressing their specific pain points and business challenges. She also advocates for understanding where users are in their buying journey and tailoring messaging accordingly.
Selling against competitors and the platform
Mary discusses the fine balance of positioning ISV solutions without undermining the base ERP platform or alienating customers. She stresses the importance of aligning with users’ challenges, showing how ISV solutions complement and enhance the platform’s functionality, rather than simply competing with it.
Leveraging data for marketing success
Mary highlights the critical role of data in guiding marketing decisions, from calculating cost-per-lead at events to identifying opportunities for co-marketing campaigns with partners. By analyzing data, ISVs can pinpoint mutual customers with partners, deepen relationships, and create joint campaigns that deliver greater value.
Embracing innovation and AI in marketing
Mary underscores the importance of staying ahead of marketing trends by leveraging AI for tasks like data analysis, content repurposing, and targeting specific audience segments.
Lastly, Mary highlights how tools like AI can save time, improve content relevance, and enhance ABM campaigns by tailoring messages to specific industries and demographics.
This episode is packed with actionable advice for ISVs and partners alike. From marketing strategies tailored to partners and users, to leveraging data and AI for impactful campaigns, Mary provides a comprehensive roadmap for succeeding in the Business Applications space.