ROI becomes even more important for software marketing in a recession

Happy new year!  It's been awhile since I've had a chance to post and I hope the break has given everyone time to reset and prep for 2009, it's going to be a challenging year!

Everywhere I look lately marketing news outlets and blogs are talking about how 2009 is going to  be a challenging year for marketers and how we are all going to have to do more with less.  I think this is no truer than for software marketers, especially as our companies have to cut back when consumers and businesses are purchasing less technology.

Now we know that marketing becomes even more important in a recession as we strive to drive more revenue for our companies.  Some of us work for management teams  that understand this and we are lucky, some do not.  No matter your situation, to save your efforts or to justify them, ROI is the bottom line.  How are you going to justify your marketing efforts when comparing their cost to the revenue they generate.

As marketers we've always looked at this metric, but now more than ever we need to scrutinize it more, squeeze more out of our dollars and become more inventive with our budgets.

Among the several articles I've read recently, one really struck me.  On the front page of the latest BtoB magazine were the words "Frugality First."  If there is anything I know more, especially working for a small company, it's trying to be frugal with my marketing budget - and getting the most bang for my buck.

The article covers some great points about how marketers should be looking at their ROI, including how we can be smarter and more strategic.  Bring costs in line with revenue - and sometimes that means cutting back if your ROI doesn't make sense.

As software companies look for ways to increase marketing efforts without additional cost, social media becomes increasingly important.  Social media give you the chance to get your name out in the marketplace and start conversations with your potential customers.  Tying social media programs in with traditional online marketing efforts can create the buzz and viral marketing about your software that everyone strives for and can really produce some results.

A great marketing tactic is also promoting your software in a way that shows your prospects how it will save them money or be more efficient - these issues are on the forefront of everyone's minds during a recession and are almost guaranteed to get attention.

This recession will prove to be a good thing for successful marketers, they will come out the other end smarter and better at what they do.

How do you plan to look at your marketing programs and their ROI to help you during the recession?