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Ben Bradley

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Top Stories by Ben Bradley

The scenario is fairly typical. You launch your SaaS application for $14.99 per month. A few months later, a competitor launches a competing service for $10 per month. How do you respond with a competitive offer without cannibalizing your existing customers? We asked three software executives for their thoughts on the topic and have summarized their responses below: Paddy Srinivasan, CEO, Opstera (www.opstera.com) In the above scenario, you are introducing a new tier in the Free->Premium continuum. The inherent risk is that existing customers might want to downgrade to the new level to save albeit with a constrained set of features. While you cannot stop this, one way to have your customers think about this decision is to make the distinction between the SKUs extremely clear in the new tier vs. the premium SKUs. For example, at the low-end customers might be able to... (more)

Billing and the Value-Added Paper Cup

In his book Business Agility, Michael Hugos says: "Opportunities to make money by being responsive have exploded. There are far more ways to use responsiveness to attract customers than there are ways to use efficiency and low prices. This is because there are so many different kinds of customers, and each is looking for slightly different mixes of products and services. Constantly changing environments and customer needs enable responsive customers to offer continuously evolving mixes of products and services." This simple quote and this simple concept requires that we rethink wh... (more)

Robert van der Hooning, education advocate for veterans, joins innovation consultancy

Macon Raine, Inc. – a B2B marketing agency – announced today that Robert van der Hooning has been named Practice Manager for Macon Haye, a demand-side innovation consultancy Macon Raine, Inc. announced today that Robert van der Hooning has been named Practice Manager for Macon Haye, a demand-side innovation consultancy that helps higher education, financial services and technology companies create new products and services. Macon Haye is a business unit of Macon Raine, Inc. Mr. van der Hooning brings nearly 30 years of hands-on leadership experience in marketing, analytics and pr... (more)

Advice for job hunters

Over the past few months, we’ve been interviewing like crazy looking for the purple squirrel with content marketing, social media and marketing automation skills. If you’re not already familiar with the term, content marketing is the process of generating high-quality online content with the goal of building trust among your brand’s target audience, and to establish your brand as an industry thought leader. There is no shortage of good writers. But we have found there is a big shortage of people that know how to promote content and use their outreach skills to make sure the cont... (more)

How to select a wireless broadband distributor

A wireless broadband distributor buys products from manufacturers and resells them to VARs, WISPs and ISPs. For manufacturers, a wireless broadband distributor often provides many value added services including warehousing, support, financing, training and deployment assistance. And, the best way to find a good wireless broadband distributor, says John Diem, VP of Sales and Marketing for Fox Valley Internet (http://www.foxvalley.net), is simply to ask other VARs, WISPs and ISPs. "Most think of distributors as companies that just move boxes. When you ask other ISPs, you find that'... (more)