The changes in an organization to handle the shift from marketing traditional software to cloud-based solutions runs to the core of what makes an organization tick. It is not about changing the customer. Customers have always only cared about adoption and use of software for business gain – marketers are just catching up.

Previously, sales and marketing efforts were entirely focused on getting the deal. In the cloud model, getting the deal is a just a step in the process, not the end game. The entire organization must become focused on the one thing the customer cares about most – actually using the software for business gain. And, if the customer does not achieve this, he will not use the solution and no revenue will change hands.

Arketi Insights is a regular thought-leadership series of publications that examines top and emerging BtoB marketing topics, and what they mean for high-tech BtoB marketers. The third issue focuses on marketing cloud solutions in the BtoB space.

Titled Marketing the Cloud: Transitioning from Marketing Traditional Software to Cloud-based Software, this publication covers key considerations when marketing cloud-based software, such as:

• Building programs and communications that target those involved in the adoption of the solution
• Developing messaging that addresses security and integration concerns
• Enhancing customer communications programs
• Engaging with customers so they can more rapidly adopt the cloud solution

Marketing the Cloud: Transitioning from Marketing Traditional Software to Cloud-based Software is available for free download at www.arketi.com/2012cloudinsights.

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