Computer Software

Industry Update: 20.01.2021

Vertical: Computer Software
Type: B2Both
Covid Impact on Demand: Positive
Covid Impact on Ability to Supply: Negative
Viable Transition/Readjustment: Yes

We’re just ordinary people.

The business world now recognises that pandemic conditions are here to stay.

SoPro have direct access to several hundred B2B marketing operations, spanning 60+ verticals. In recent weeks we have seen major movement in global sentiment, shifting from defensive tactics to proactive strategy as realisation sets in.

We are now witnessing the largest and most complex change management project in the history of humankind.

The worlds businesses are rapidly readjusting to compete in a new world. Here’s how.

Computer Software, what are we seeing?

There are winners and losers in this sector, with some customers reporting delays and cancellations to projects, while others are inundated with new orders and enquiries. On the production side, this is one of the least affected industries since software development has long been fully effective on a remote basis. On the commercial side, lower value packages have been less affected while high ticket value software sales has slowed significantly as (a) budgets have been frozen and (b) sales vectors have been heavily disrupted,

Whilst the picture is changing quickly, we are currently seeing high demand in telecoms, remote & online education, collaborative software & services, cloud service, and the healthcare IT sector. Ecommerce and digital sales platforms are in high demand across retail and production industries, while software relating to computer gaming is also heavily in demand.

What do these businesses need to do now?

1. Adjust your business targeting

Whilst it’s never a bad thing to consider adjusting your targeting, it may not be necessary, depending on which sectors you specialise in; it could be a case of simply casting your net wider than normal.

Consider closing off any sales focus being spent on those industries that cannot currently operate (travel, tourism, events, etc), and reapportion that focus and budget back into viable markets.

2. Review your marketing channels
B2B Direct Mail


Paid Search


Tradeshows and Exhibitions


Awards Circuit


Word of mouth


Social Media


Digital Outreach i.e. B2B prospecting


3. Revise your proposition

In this particular case… it doesn’t make a huge amount of sense to revise your software proposition. Software development is software development, and it doesn’t logically pivot to other disciplines. So this is one of the few cases when we advise to stick as is and concentrate on revising targeting and messaging instead.

4. Revise your messaging

Building software is a complex undertaking, but the results can be transformational to the users. Deploying software solutions to solve real business problems can radically improve commercial performance, efficiency, and/or reduce cost, meaning your specialism, and the code you produce is likely to be one of the most important business changes available to your target customers right now.

Build messaging to stress the advantages of your software in protecting your prospects competitive position in the market.

Present software and custom development services logically as an investment likely to repay itself quickly and many times over.

5. Drop the experts a line

At SoPro, business growth is what we do, and we've got the tech and team to quickly generate a healthy pipeline for your business. Our expert team are ready to discuss your campaign today.

Watch Our Video Case Studies

“One of the great things about working with SoPro is the dedicated team of professionals we have at the other end of the phone... For us, there really is no question. Having a prospecting service is vastly more beneficial than just having the tool. Put simply, it’s transformed our business.”

Nick Washington-Jones, Managing Director, Tack UK

Our Totally Bonkers 60 Second Explainer Video

What better way to convey the surreal magic of the SoPro service than through an animated 60-second explainer video, starring a flying submarine. We commissioned the experts over at Sentio Space to encapsulate SoPro’s fantastical prospecting machine in under a minute. And we don’t mind admitting they totally nailed it.