You are a tech marketer and you’re aware of the tough problems you’ll face. All marketers face challenging challenges, but the ever-changing technology world adds new complexity to the marketing mix. In the end, the technology industry is growing and changing at a rate so rapid that no one can possibly keep up. There is no one except the tech marketer. He or she has to not just keep up with the speed of technological advancement and technology, but also be one step ahead.
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LinkedIn published an article recently on the most pressing issues tech-savvy marketers face today. These are only two examples of the issues tech marketers are facing today. Here’s some actionable tips to help you tackle these challenges.
Problem #1 How do you determine the decision maker?
Marketers understand how vital it is to understand and identify the decision maker. Without this knowledge it is difficult to develop a successful marketing strategy to make them more palatable.
Tech marketing is difficult because the person who makes the decisions isn’t an individual. It’s now a team, which includes Marketing, IT and Finance, as well as Sales.
This is why it’s all the more important to understand the requirements as well as the motivations, issues and challenges of each group member and appeal to them directly.
Recent LinkedIn research revealed that nurturing prospects using relevant content is an essential aspect of the selling process. What’s the reason? These members are not likely to contact a sales representative until they have at least five pieces “relevant, unbranded and non-sales-focused content”.
Additionally, LinkedIn’s post highlights the importance of producing content for every role on this cross-functional buying committee… at every stage in the buying process. Because, as the post explains that the tech decision maker is a group, not an individual, marketers must take the responsibility of reaching out and connect with each of them. You never know who will be the first person to make that contact, who will be the leader of the buying committee or have the most influence over the other members.
It is therefore crucial to develop a strategy to be able to engage, convert, and reach all members of the buying committee at every stage of the buying process. It’s an enormous amount of work, yes but the reality is that tech marketers have the opportunity to influence each member of the buying committee, and start to convince them with constant education. What exactly is “always-on?” It’s content that gives useful, informative information at any stage of the buying process, at any time the buyer would like it. If you think about it according to the Content Marketing Institute, 63 percent of buyers who purchase technology are more likely to choose suppliers that follow an all-time-on approach, it’s definitely worth the effort.
Challenge #2: Creating Engaging Content
The Content Marketing Institute reports that 93 percent of tech marketers utilize Content Marketing. They also stated that creating engaging content has been a huge problem over the last five years. What can this mean for us? Tech marketers recognize the value of content marketing, however they aren’t able to make the most of their time and resources, meaning that they’re unable to develop content that is as efficient as is possible.
What can you do to be competitive in the highly saturated technology market? According to LinkedIn’s post build a reliable toolbox. It’s evident that there are numerous content marketing tools and resources available today that are either free or very cost-effective. Marketers have more tools and resources than ever to write, design, build, and develop their own content, without the need for external assistance. Think about the benefits marketers have reaped!
You’ve seen the pressure that marketers in the field of technology face to keep up with the constantly evolving world of technology. Our job is to connect with and engage the most innovative minds within the industry. This is possible using the appropriate tools and resources.
This piece was written by Lindsay Tjepkema, founder and president of Blueprint Marketing. Lindsay collaborates with companies as well as marketing agencies to boost their capacity and create marketing content. She has more than a decade of market experience to content creation along with inbound strategy and marketing execution.