4 Steps to Reach the Top of Your Software Category

What does it mean to be a category leader?

In the software industry, being a category leader means possessing advanced capabilities, customer trust and operational excellence that sets the standard for all competitors.

You lead the pack. You’re among the first few software providers that prospects reach out to when they shortlist products. By being recognized as a SaaS leader, you can influence the direction of your category and dominate it by introducing innovative features. With such an edge, category leaders can easily outshine even those who invest heavily in marketing and promotion.

Being a leader means establishing authority in your software category. Being recognized as a leader means collecting software reviews and ratings to be placed in a branded research report that is trusted by B2B software buyers to make informed purchase decisions. 

Reviews sites often have proprietary ways of recognizing leaders; below is one example of how a review site, Capterra, recognizes leaders across its many software categories. 

Capterra’s Research Methodologies^[2]

How do you get on these lists?

The key to getting featured on these reports is by building a strong base of user reviews for your software. Here are some key guidelines to help you prepare your product page and position your product as a category leader.

Step 1: Create a free product profile and optimize it to increase visibility 

The first step is to make sure you’re listed on all three Gartner Digital Markets review sites. Start by creating a free product profile on each platform. It doesn’t cost anything to be eligible for inclusion in a research report, but experimenting with PPC or PPL campaigns can also help you gain further traction with your target market. Doing this will instantly connect you with thousands of in-market buyers and build presence among current leaders in your software category. Optimize your product page by incorporating the below characteristics in your profile.

Step 2: When describing features, keep in mind buyer needs on each review site

Each review site is distinct in its approach to assisting buyers. For instance, Software Advice uses expert advisors; meanwhile, Capterra and GetApp facilitate a more self-guided purchase journey. Make sure your message caters to the platform’s needs.

Here are some tips to keep audience disposition in mind when describing the features of your software.

• For Capterra, provide a clear, high-level overview of your product’s core functions and capabilities, focusing on overall benefits to users to capture visitors’ attention as its buyers are busy.
• For GetApp, describe your product’s functions and specifications in detail, as its users are tech-savvy. Consider promoting integrations and data security-related features to show how your software will mesh with buyers’ existing tech stack.
• For Software Advice, aim to humanize your product descriptions by including the product’s ideal user, unique benefits and support details, as its visitors aren’t too tech-focused. Keep your descriptions simple and easy to digest.

Step 3: Include purchase criteria buyers care about

Along with reviews and ratings, the user interest of a software product is largely determined by how it performs with key factors that buyers prioritize in mind. 

When shopping for software, buyers filter products based on desired features, price and other factors. Ensure your software’s profile serves what customers are searching for to ensure you aren’t filtered out from potential customers’ searches. 

Step 4: Build a buzz around your offerings

To be seen as a leader in a software category, it's critical for providers to actively establish an online presence and build relationships with existing customers and key influencers in the software market. 

Gain greater visibility in the software market by:

• Being active on social media and in industry forums. 
• Writing blog posts or white papers. 
• Speaking at conferences or webinars.
• Actively responding to both positive and negative user reviews.

Get listed and reach millions of software buyers

As you prepare to reach the top of your category, take your time to implement the aforementioned guidelines to make sure your product profile is a success. Working towards becoming a category leader requires patience, but is very rewarding. Prepare to be seen by millions of customers, eager to find you and see what you have to offer. 
 

Get a free estimate of how a premium listing will connect you with your future buyers.

Amita Jain

Amita Jain covers B2B content creation and strategy to help businesses reach their marketing goals. She received her master’s degree from King’s College London, U.K. Exploring the world of art and reading fiction are some of her usual happy distractions outside of work. Connect with Amita on LinkedIn.

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Sources:

1. FrontRunners Methodology, Software Advice
2. Capterra Research Methodologies, Capterra
3. GetApp’s Category Leaders, GetApp