[Anything as a Service (XaaS) doesn’t mean anything goes for its marketing. XaaS has proven a valuable model for tech providers, but their marketing teams are still figuring out their approach. In an article for Spiceworks, our CRO Brice Chaney shares his expertise on how B2B tech marketers can find success in the XaaS economy.]
The technology industry’s rapid transition to subscription has had profound implications on operating models. While there are clear customer benefits to the subscription model and economic benefits to vendors when executed well, the transition has fundamentally changed how companies must go to market. Unlike the traditional perpetual or on-premise model of one-time big-ticket purchases, subscriptions allow the customer to have more flexibility and be less wedded to their purchase. To realize the economic upside, software vendors must deliver exceptional customer experiences (CX) to avoid attrition. A bad experience no longer has the buffer of a 5- or 10-year CAPEX investment cycle behind it. With subscription models making long-term loyalty and usage key, marketing leaders must focus their strategies and tactics to engage well beyond. . .
To read the full article on Spiceworks, click here.