How do you engage users to seriously explore your offering in a new market segment? For two Dynamics ISVs—SKsoft and Celigo—the answer nearly always involves repeated testing.
Take SKsoft, which recently entered the Dynamics 365 Business Central market and is undergoing a rebrand. According to Aynsley Keller, a senior director, SKsoft relies on MSDynamicsWorld.com (MSDW) to maximize reach and access to prospective customers and partners. Over more than 10 years of working with MSDW, SKsoft has leveraged carefully crafted white papers to achieve its goals.
With each transition in the Dynamics space, Aynsley has seen their highly targeted white papers on MSDW work wonders in generating high-quality sales leads. “It gave us validation” in the market each time, she says. Relying on MSDW’s advice on content adjustments in its testing “turned out to be one of the best decisions we made.”
Gaining market validation was the main challenge for ISV Celigo, which was expanding its reach beyond the NetSuite channel. According to Megan McDonagh, senior partner marketing manager, “Celigo can be very difficult to understand if you’re not familiar with integration platforms or iPaaS, but the MSDW team has taken the time to really understand what we do, how we help Microsoft users, and how we can work together to get valuable content to these users.”
Celigo’s initial webcast a year ago “didn’t necessarily resonate with Dynamics users,” she says, generating only 30 sales leads. “MSDW gave us great feedback we could use to improve”, and it worked.
In a follow-up webcast, Celigo received more than triple the number of sales leads—100. The follow-up topic “resonated better with users,” McDonagh recalls. “MSDW not only has 100,000 site members, but really takes the time to get to know the ISVs in their programs,” she says. As a result, Celigo has planned additional marketing campaigns with MSDW.
For more information on SKsoft’s experiences honing in on the Dynamics 365 Business Central market, see the case study on SKsoft.
You can listen to excerpts from an interview with Ainsley Keller of SKsoft.
For more information on Celigo’s experiences adjusting to the Dynamics space and working with MSDW, see the case study on Celigo.
You can also listen to excerpts from an interview with Megan McDonagh.
