Build virality into product workflows to sell B2B apps

04/7/2013 | TechCrunch

Selling business applications requires different marketing techniques than those used in consumer sales, Emergence Capital Partners' Joe Floyd writes. Not only is the target market smaller, but a typical consumer tactic, such as cross promotion, won't work among vertical markets. But companies such as Dropbox and Plangrid have shown the way by building virality via workflow triggers, incentives and offering freebies to customers for referring them or extending their networks, Floyd writes.

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