How to Succeed in Technology Marketing in 2020

Tech companies seem to have mastered the art of marketing solutions to customers in the B2C sector. Just take a look at the world’s biggest tech names like Apple, Google, and Amazon. But how about B2B tech companies? Surely their products and services are solutions to real life business problems, but how do they successfully market such solutions to other businesses? That’s where technology marketing comes in. According to Forrest Marketing Group’s Australian B2B Sales Report 2017, about 1/3 of B2B businesses in Australia are “unsatisfied with the quantity of their sales leads” while 1/4 are “unsatisfied with the quality of their sales leads.” So how does technology marketing strategies play a role in overall B2B marketing success?


Technology Marketing Tips for B2B Organizations in 2020

As more technologies emerge, modern digital tools make an impact on everyday life. From banking to communications, shopping to travel and transportation, technology has indeed shaped the way we live. Tech companies are in the forefront of all this change, so it may be surprising to know that despite the need, these tech businesses still require technology marketing strategies and activities to properly relay the right message to their audiences. Here are 4 technology marketing tips for B2B organizations in 2020.


Focus on your customer, not on your product.

B2B marketing is continuously evolving and in 2020, it is predicted to become even more customer centric. According to Forbes, well-established businesses are already practicing customer centricity and that this year, “the shift will manifest itself in structural alignment around audiences.” This means that B2B marketers will move away from the traditional means of developing strategies, based on “internally referenced basis — like products, key geographies, or an industry event,” and organizing around industry segments or by “channel-specific domain expertise such as email, advertising, or social.” This time, there should be a structural approach through better organizational alignment, agile teams, and budget allocation.


Boost your B2B marketing with interactive technology marketing tools and content.

Interactive technology marketing tools can transform any tech company’s website, email, or communication from ordinary to extraordinary. Such elements can turn a forgettable web page into an actual experience for the user. It’s an opportunity for tech companies to catch their audience’s attention, keep it, and create value for a potential customer. Such interactive technology marketing tools include fun interactive infographics, virtual product testing, interactive animations, quizzes and calculators, and surveys, as per Campaign Monitor. It can turn a serious topic such as tech, law, or insurance into something engaging and valuable for a customer. The same concept can be applied to law firm marketing or financial services marketing. For example, a finance firm may want to include a finance or insurance calculator or assessment on their website to encourage potential customers to have a better idea on what they can offer. Technology marketing can do the same, asking customers to input some time of information, for example, how fast your internet speed is versus how many users there are and gauge based on the results what service or product would be a great fit for what the customer is looking for.


Consistently provide real value through content.

Anytime you go online, you can see how much content is available throughout various marketing touchpoints. Whether it’s email, social, or on a website, there are a lot of content available to consume. So how does a tech company stand out from all the noise? Insivia recommends to “develop a consistent program of high-value content that will foster long-term trust between your target buyers and your brand.” High value content ensures that what you provide your customers is of value to them. Central to the content strategy in your overall technology marketing plan should be to provide customers or audiences with content that adds value to their lives. Providing value not only encourages them to move on to the next step in the decision making process to buy, it also positions your brand or company as a trustworthy, reliable one.


Be present in the right social media channels.

Technology marketing helps your business reach the people where they are. Right now, customers are on social media, researching on products and services by looking through testimonials, gathering reports and data, and looking at a company’s social media presence. In fact, a 2014 IDC study (via BusinessWire) revealed that up to 84% of C-level and VP-level buyers use social media when making purchasing decisions. Therefore, it’s important that a part of your company’s B2B marketing strategy is to be able to reach those who are already looking for your products and services.

B2B marketing is a field that can be broken down into several industries, depending on where your B2B organization operates in. Some B2B marketing firms offer services specific to your industry, such as law firm marketing or legal marketing. Some marketing professionals specialize in financial services marketing to help develop measurable activities that are guaranteed to bring in results. If you are interested in developing technology marketing strategies and measurable activities, get in touch with a B2B marketing agency today.


Author: Kim

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