B2B technology is designed to help marketing professionals. It’s no longer enough to simply create a product that’s different and plug in some marketing automation. You need marketing that’s different too. To capture buyer attention, B2B technology marketers are taking content marketing to new heights, creating some of the most interesting campaigns the industry has ever seen, while employing new tactics, strategies, and mediums to build lasting customer relationships.
Here are the major marketing opportunities for B2B technology companies to handle.These strategies will allow you to maintain relevancy to buyers, drive more qualified leads, organize your sales process, and convert more customers.
1. CONNECT COMMUNICATIONS TO BUYER VALUE, NOT FEATURES
As you position your marketing message to advance and scale, consider this statistic:
60% of B2B marketers in North America utilize their customers as a source to guide marketing content. – Curata (http://www.curata.com/blog/content-marketing-statistics-the-ultimate-list/)
Tapping into customer insights is extremely effective, particularly for B2B technology companies. However, many B2B technology companies are strongly attached to the features and specifications that they feel are valuable for messaging — not the areas that the buyer values.
2. UTILIZE MARKETING TECHNOLOGY FOR RELEVANCY
We expect our technology to deliver extremely relevant experiences.
We also expect that of our marketing. In fact, according to Marketing Charts (https://www.marketingcharts.com/):
40% of enterprise-level companies prioritize “improving segmentation and targeting” as a marketing ROI target.
It’s clear that the buyer’s needs take the forefront in today’s marketing landscape. This is because relevancy helps increase the perceived value of technology brands: “Sure, this is an outstanding product with great capabilities
3.TARGET LEADS EARLY IN THE SALES PROCESS
Unlike tech companies of ten or even five years ago, you must provide education for today’s research-hungry buyer. This requires a comprehensive content weapon of educational content and a value-driven sales model.
According to Sirius Decisions (https://www.siriusdecisions.com/), 67 percent of the buyer’s journey is now done digitally.
With enterprise-level B2B technology investments, there is a large period of research, consideration, and vendor comparison. Your company must be present through all stages of the buyer’s journey. It’s no longer enough to have a sales representative ready when the prospect reaches out. You must be capturing leads early in the decision process.
4.EXPAND ROI WITH A MARKETING + SALES ALIGNMENT
According to Black Ink (http://www.blackinkbooks.in/index.html), 53% of marketing teams manage their company’s marketing technology stack, followed by IT departments (44%) and marketing service providers (34%). Only 32% of sales teams were responsible for getting their hands in the cookie jar — that is, the marketing tool stack.
5.NURTURE BETWEEN SALES TOUCH POINTS
The average sales cycle has increased 22% over the past 5 years since more decision makers are involved in the buying process.
This makes a case that while marketing planning you should have a parallel conversation about your sales pipeline.
For example, you should ask: Is our sales process effective? Are we using inbound sales principles? Do we leave gaps in between sales touches, giving prospects time to research our competitors?