What are the typical challenges of software digital marketing?

Hello, my name is Andrew Yunisov and I work in software industry in digital marketing since 2006. I was responsible for the digital marketing in the company called Parallels which is well-known for its product Parallels Desktop. Then I continued my career in my own agency in Moscow called WebProfiters which was the first Google Analytics certified agency in Moscow. After selling this agency to a huge advertising holding iConGroup I am now working as a digital director for several software companies in Europe and the US incl. a swiss enterprise backup software vendor Bacula Systems and an american SharePoint apps development company VirtoSoftware.

VirtoSoftware Team

In the enterprise software field it’s hard to attribute each particular sale to the advertising source. It’s hard because when you sell to an enterprise company, the initial call-to-action (which is called microconversion), let’s say — a trial download, can happen from one user and the actual final sale happens after 12 months or even more from the completely different user from a different place. This makes your tracking process more complicated and requires additional tools rather than just Google Analytics or other counters.

Attribution modelling problem
Complicated user journey

How to overcome these challenges? I’ll try to tell you my experience of working in these circumstances in the other posts. Follow me on Medium and see you soon.

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Want me to improve your leads and traffic?

Let's chat and see what can I do for you. Only if I'll foresee the value for your business in working with me, I’ll be able to take you on as a client.

If you won’t want to move forward together, that’s OK too. Worst case scenario will be that you'll receive some free advice from me which will help you grow the traffic, leads and sales numbers.

Feel free to book an initial 60-minute free consultation. You will hear from me within 24 business hours after submitting the below form.