|TL;DR: What are the defined processes or methodologies for marketing SaaS, or App Store software? Existing software that no one knows about yet, just ideas for software on proverbial napkins, and everything in between?|
I often see posts/articles mentioning how important it is to find customers, to sell before building, etc. I've read the Four Steps to the Epiphany and related lean startup posts. I understand the concepts of marketing as a conversation, building something people want, iterating quickly based on customer feedback, etc. This is all great, but it's either a bit too high level, or it's too focused on the product development aspect of marketing.
Just like Rails has baked-in opinions about how a Ruby web app should work that make using the framework much faster and easier then starting from raw Ruby, what are the opinions about the right way to market a SaaS or App Store product that can be baked into the process (Marketing on Rails) so things are faster, easier, repeatable (and perhaps automatable)? What's the cohesive framework for it all? What are the best practices? Does a book/blog/whatever capture the Ruby on Rails equivalent for business processes or methodologies? I'm looking for the framework of actionable best practice marketing tactics. The same way that Rails provides "your specific code fits here" into this overall web app best practice. What is it?
My situation is this:
* The small company I work for has an existing product that approximately nobody knows about.
* We have two products in development (a web app and a Mac app) that scratch our own itch.
* We have 33 ideas written down for future products; an effortless search would reveal hundreds more.
Note: I am not talking about product/market fit. Our products are very opinionated: they are something we're passionate about. The products fit as much or as little as they are going to fit. This question is about the marketing process to maximize whatever market potential they do have.
How do I become the marketing master for our company so the people that are willing to pay for solutions that we've solved, are solving, or will solve in the future are able to find our products?