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Marketing by Selling Less

5 Key Facets of Successful Content Marketing

EUR 1400. That is the total amount of money we at 1ClickFactory spent on advertising in 2014 and 2015, even though we were very active in marketing during this time.

During this time, we generated more than 1000 customer leads, were recognized as one of the most innovative software development partners by Microsoft, and reached the highest ever brand awareness in our target markets. A big part of this success belongs to the fact that in 2014, we focused acutely on content marketing as an organization – on marketing by selling less.

How to Retain Your BREP Lapsed NAV Customers

Microsoft has discontinued support for Dynamics NAV 2009 and earlier versions. This move pushed many customers to upgrade their Dynamics NAV solutions and rethink strategies for ongoing solution maintenance. However, there are a number of customers that have lapsed from Business Ready Enhancement Plans (BREP) and lost the opportunity for future upgrades and solution maintenance from Microsoft. From a partner’s perspective, such customers are at the highest risk of being lost.

In this blog post, I’ll shed light on this outdated and unsupported customer issue, as well as provide you with strategies to retain your BREP lapsed customers.

What Drives Customers Demand for Upgrades

Communicating the value of a Dynamics upgrade to your end-customer can feel like a harder sell than the sale of the original of the system.  In fact, there are many motivations and events that can drive the need for an upgrade, you just have to be able to detect these buying signals to quickly turn them into upgrade sales. Well, what drives demand for an upgrade?

Powerful Performance Improvements in Dynamics NAV

4+ reasons to upgrade your Dynamics NAV from a performance perspective

While working for Microsoft as a Senior Engineering Lead, I was leading a team that was responsible for the end-to-end performance testing of Dynamics NAV and developing performance tests / benchmarks for partners & customers, I had a unique chance to witness the continual performance improvements made to Microsoft Dynamics NAV since 2009. In this article, I will walk you through the areas where Dynamics NAV customers can reap the most significant performance improvements in Dynamics NAV by upgrading to the latest versions.

Upgrade Subscription: Best Fit for Dynamics Market Moving Towards a Subscription Model

1ClickFactory originally thought of an upgrade on a subscription program in early 2011. Back then, we already believed that the market would slowly move towards a subscription model for software licensing, so we created an upgrade subscription offering that would support that trend and offering.

In 2013, when Microsoft released their first subscription license model for Dynamics NAV, it very clearly proved the direction – Dynamics solutions would move to a subscription model.

Upgrades – if your time hasn’t come yet, eventually it will

“When you invest in a business solution, you know that sooner or later time for upgrade will come – it does not have to be due to a discontinuation of support of your existing solution… an upgrade can also allow you to take advantage of valuable new features, fix some old gaps, let you benefit from new technologies or bring in some new usage scenarios (for example the introduction of tablets support).” 

Less is more. Customers expect Cloud ERP, not hosted

In the new buying paradigm in the small- and medium-sized business space, customers are looking for an out-of-the-box, ready-to-use ERP solution with few customizations. They are even willing to adjust their needs to accommodate the solution from the ERP vendor. In return, they expect low start-up and maintenance costs. In other words, customers are not looking for a complex solution (like a Ferrari); instead, they want a solution with the best ROI (like an economy class car). For these customers, less is more.