Software Marketing

Business of Software: How Vendors Can Leverage the Change in Software Distribution

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Indirect channels are clearly changing

While over 50% of software sales still sold through channels, traditional channel partners are diminishing and alternative e-channels are proliferating. This means on the one hand increased pressure on the traditional sales channels, putting more emphasis on results and partner loyalty and channel control – this translated into increasing pressure upon channel sales professionals.

Transformation is also at the customer level

Ramping end-customer expectations, both consumer and business, place greater emphasis on control and consistency of the user experience across touch points and distribution channels.
So as marketing, sales or channel professional, you want and need to be aware of the following:
  • What changes are happening in software distribution & delivery
  • What implications these changes have for what resellers and partners need from software vendors
  • Key drivers to enabling channels to manage customers across the entire software lifecycle
  • How other peers from software companies manage the channel
Delia Ene

Delia Ene


3 Reasons why Shopping Cart Custom Domains Will Mean the End of Your Web Analytics Problems

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After reviewing hundreds of Google Analytics implementations on ecommerce websites one thing caught my eye: more than 90% of Google Analytics tracking of third party shopping carts end up with errors. That’s a fact.

Why is it so hard to track flawlessly third party shopping carts? Mainly, because of the technology. Google Analytics uses cookies to track visitors and those cookies can only be accessed by the domain on which Google Analytics is installed, i.e. your website.

When a visitor goes from your website to a third party cart, the visitor essentially gets to a new domain which can not read the cookies from your website domain. This means that Google sets up a totally new set of cookies and will consider the visitor as referred by your website.

Having all your sales “ referred” by your website clearly doesn’t help you in your marketing efforts. That’s where Avangate Analytics MiniBible V3.0 comes in to help you understand the real analytics behind your online sales.

Aimed at software selling websites, the Avangate Analytics MiniBible V3.0 is a step-by-step guide showing you how to be in control of Google Analytics for high performance analysis of your users.

Why Custom Domains?

Shopping cart Custom Domains mean that the third party cart platform, in our case Avangate, will load from a subdomain of your website, something like As subdomains can read the cookies of their mother domains, Google Analytics will be able to track a visitor from your website to the cart and know that is the same one.

Still not convinced you need a custom domain? Here are 3 reasons why (plus the 4th of  making your marketing life much easier):

Reason 1: Accurate sales referrers

Using custom domains for your shopping cart will make the eCommerce tracking feature in Google Analytics work flawlessly. That means that you will get the following report for sales and you can be sure the data will be accurate:

The best part is that when you use a Custom Domain, no hacks need to be in place for the above report to work. It just works out of the box.


Claudiu Murariu


Affiliates – Start Your Engines

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Avangate is proud to launch its 2012 line of contests for affiliates that generate sales.

Software is a great niche to promote as an affiliate, no doubt about that: big commissions, instant gratification for customers, easy to test & promote. But here’s another reason you may want to grow your sales through the Avangate Affiliate Network: we’re offering $8,000 worth of prizes for both our existing affiliates and the new affiliates that will join us into promoting software online.

Here’s what you can win:

We left aside the “luck” factor – there will be no raffle for this contests, since affiliate marketing is all about generating sales. However, we arranged so that all affiliates have a chance of winning the prizes, splitting them into several categories.

Cristi Miculi

Cristi Miculi


Major DON’Ts in the Search Engine Optimization Process

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SEO may have only become a mainstream subject in the last few years, but the practice has been around since 1995 when Yahoo! was still the search-engine.

Originally, SEO meant submitting websites to search engines to begin the process of having a bot crawl a page, extract links and index all the carefully written content. The concept of “Search Engine Optimization” as we know it today came into play once website owners began acknowledging the rising influence of search engines on consumer awareness and the value of having their site prominently listed in the results.

Nowadays, there are over 555 million websites on the internet, and the number continues growing, so SEO is no longer an option, but rather a necessity; and it shoud be considered an investment into the future of everybody’s online presence.

As a business-owner or a marketer, you probably have encountered more articles and differing opinions on the “MUST DO’S” of the SEO process than you’ll ever remember, but you probably haven’t found enough about the most common mistakes a site can do when optimizing for search engines.

With so many interpretations for on-site and off-site optimization, now’s a perfect time to revisit some core SEO mistakes and how to avoid them for a fresh start to your latest search engine optimization campaigns.

Ignoring Non-Google Search Engines

One of the worst mistakes marketers commit is limiting their optimization efforts to just Google’s algorithms.  Needless to say, they’re the market leaders, but that doesn’t mean you shouldn’t take advantage of the other 20% of search traffic that comes from Yahoo!, Bing and Ask among others. The first step you should take to avoid this is register and send your sitemap to Bing Webmaster Tools to ensure that your websites continue to get high traffic from Bing and Yahoo!.


Irina Mihaila


5 Ideas for Productive Affiliate Campaigns (part 1)

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Every now and then we get questions from affiliates seeking our advice on successful affiliate campaigns for software titles. This is a subject that has no universal conclusions, since what may work very well for one can fail for others. However, in this post I will share some of the ideas that were successfully put to work by some of our affiliates, hoping they will serve as inspiration.

First of all: there’s no recipe for success! But there are some things that you could try as an affiliate promoting software in order to make it count for your pocket at the end of the month :)

Promote software with try-before-you-buy model

Most of the successful affiliates already do this partially – promoting free trials on their website. It’s a great way to increase your traffic and increase the sales, since some of the users using free trials will eventually buy them. This figure depends on the merchant, application type and popularity of product/service.

Freemium can also increase the number of sales for an affiliate. This model assumes that the merchant gives away a free basic version of his product without any time limitation. For advanced features, the user has to purchase the Pro version or the product. So, you can promote these free versions on your affiliate website and make sure you set a cookie when the file is downloaded or even get a custom build from the merchant for that.

Cristi Miculi

Cristi Miculi


Paid Search in 2012: 7 Key Areas to Focus

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If you are reading this you are probably a digital marketer, and that too one in the Search space. Have you made any resolutions for your PPC campaigns yet? Have you committed to doing something different from what you did last year?

At Position2 we have compiled a list of 7 PPC resolutions to abide by this year. We strongly believe that you will benefit from this information, a compilation of our focus areas, driven by our experiences, learnings, strategies and best practices.

Wishing you the best for a fantastic and a profitable 2012! Let’s get started with the PPC’s 7 key Areas of Focus in 2012.

1) Get Critiqued:

Kick start 2012 with an audit of your PPC campaigns. Identify if your campaigns are hitting target metrics, measure your ROI – is it what you or your clients expected, study the pitfalls and evaluate things you have not done in a while (may be testing or adding negatives). Identify opportunities right from keywords t0 ads to landing pages.

Audits can be done across Campaign Structures, Competition, Keywords, Bid Management and Ads to name a few.


Vinod Nambiar