• Software and Components Pitching

    Software pitch in Silicon Valley by Andrey Palagin
    Software pitch is an essential part of go-to-market strategy. A go-to-market strategy could be defined as an action plan that specifies how a company will reach the target audience and achieve competitive advantage. The purpose of such a strategy is to provide a blueprint for delivering a product to the end users. Pricing and distribution should be taken into account as well. In software industry, a go-to-market strategy is somewhat similar to a business plan, although the latter is broader in scope and considers such factors as funding.

    In the mid of 2017, I have joined BCL Technologies team. This Silicon Valley-based company develops document creation, conversion, and extraction solutions that are used to automate a wide variety of manual processes, saving time, increasing productivity and profitability.

    The company is supported by the US government and has already developed proprietary technologies through research sponsored by the Defense Advanced Research Projects Agency (DARPA) and Advanced Technology Program (ATP). These technologies assist in commercializing digital library research from NASA, NSF and DARPA.

    Digital Marketing Performance at BCL Technologies

    As a digital marketing professional, I was accountable for BCL's online products (pdfonline.com) and SDK promotion.

    BCL easyPDF SDK is a powerful PDF Programming Toolkit designed specifically to help Programmers develop and maintain PDF server and PDF desktop applications. It is developed from the ground up to fit well in an environment where Programmability, Quality, Speed, and Reliability are of the utmost importance.

    The ultimate digital go-to-market strategy based on organic and paid search channels has delivered additional traffic to the website. As a result, it riced up the number of download lead for SDK on 42.88%. As part of the strategy, in 6 months my team developed over 30 different web assets, published over a hundred articles, conducted 10+ digital marketing campaigns that have increased the performance of SEM by 368.79%. CPC was reduced by 60.25%.

    A unique approach was used to generate organic traffic. We leveraged modern SEO and content syndication techniques combined into solid digital PR tactic. Therefore search engines appreciate PFDOnline.com as an important tool and source of information for PDF developers. For a long time, the site was ranked #1 for such queries as PDF SDK, PDF API, and online converter.

    BCL has gained several competitive advantages, including brand awareness, and over 2M visitors on the website per month. It has signed several long-term contracts with such well-known companies as Adobe, Prompt, Sony, Abbott Laboratories, etc.

    SDK and online cloud products have become the main source and the stable of income for BCL Technologies.

    Demand Generation Efficiency at Automation Anywhere

    Another Silicon Valley-based company, well-known RPA industry leader - Automation Anywhere Inc. (AAI) had made me an offer to join their demand generation team in November 2018. The biggest marketing challenge for me was to develop a go-to-market strategy for the new Robotic Process Automation Platform and to create a stable flow of leads via their website.

    New platform's strategy was based on paid search as the main channel and used social media together with display campaigns.  In 4 months after the launch date, it has delivered over 27,500 sign-ups with Cost Per Lead less than $50.

    As an additional effort, and the main one to get Marketing Qualified As an additional effort, and the main one to get Marketing Qualified Lead faster, my team used a new approach to implement SEM campaign for the cognitive automation solution. Global SEM campaign was designed to engage business users who are interested in a particular solution (provided by the company) and convert them to MQL in fewer efforts. As of now, this campaign generates more than 350 leads per month on search engines with CPA under $150.

    As a general result of our joint efforts, AAI website's audience has increased by 389.88%, furthermore, digital marketing channels have generated over 2,730 MQLs globally (vs. 1,988 MQLs that was planned).

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