Share Your Expertise

One idea that I think can work well for many vendors is to more proactively share their expertise as content within their website. Every software company brings a unique perspective to the marketplace based on their experiences with their customers. These "lessons learned" are often invaluable to future prospects. Writing about these experiences and then publishing them online in the form of best practices, success stories, or even press releases can not only drive more web traffic, but can also help position your company as a thought leader on given topics and help you get more press. Savvy salespeople and customer service people are usually in the best position to share this sort of information. It's up to you as the marketer to coax it out of them.