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3 Marketing Strategies to Help Your B2B Technology Business Make a Lasting Impact

The technology sector is incredibly fast-paced, with new innovations and opportunities surfacing daily. This rapid progression is forecast to continue and, thus, it is vital that you are prepared to evolve as required.

It’s no surprise that organisations that accurately define their target audience’s needs and are responsive to the shifting market will most probably be those who excel.

In a bid to remain relevant in an ever-changing business landscape, you’re likely working diligently to improve and advance your offering. But, while this is undeniably important, it’s also crucial to consider whether you are backing your marketing efforts with the same dedication.

The sales funnel is at the centre of a technology business’s success. If a company is unable to reach promising members of their target audience in meaningful ways, they will experience great difficulty when trying to achieve their organisational goals. More than 50% of B2B technology start-ups experience ongoing difficulty when trying to generate more leads. If you can overcome this challenge, you have the opportunity to outperform competitors and take your business to new heights.

As a technology business, you need to engage your audience in new, exciting ways, differentiating your brand and leaving a memorable impact. A systematic, comprehensive B2B marketing strategy can help you do just that.

Accomplish your goals, and maybe even surpass them, by giving these exceptional technology marketing strategies a try today.

1. Share Engaging Video Content

Video content is becoming an increasingly prevalent component of many business marketing strategies – but why?

While reading an entire document may seem tiresome, often, watching a short video can appear far less daunting. This is because audio visual content requires little effort to view and is generally perceived as captivating or entertaining, which attracts a customer’s attention.

“73% of B2B marketers report positive ROI results from video content.” – HubSpot

Research suggests that 74% of the users who watch explainer videos go on to purchase the product they viewed. Thus, content of this form has the potential to generate exceptional results for your business when done right.

When incorporating video content in your marketing strategy, there is an abundance of variations you can decide between. This isn’t a one size fits all approach, so while you can gain inspiration from other companies, it’s crucial that you still convey your business’s branding and core message clearly. At the end of the day, it’s all about delivering real value to prospects in an interesting, easily comprehendible way.

Not sure where to begin? Why not give one of the following a try:

  • Sharing great stories that inspire;
  • Fun videos that convey your brand’s personality;
  • Informative, useful content;
  • Client testimonials;
  • Animated infographics and explainer videos.

2. Boost Your Credibility With Influencer Marketing

If you advocate for your brand, assuring prospects you’ve created a phenomenal offering that they’ll love, what’s going to make them believe you?

When companies market a product, it’s highly unlikely they’ll make a point of highlighting its downfalls. Customers get this, so when organisations endorse their own product or service, they’ll often take what’s being said with a grain of salt. This is where influencer marketing comes into the picture.

72% of technology buyers look to industry peers while researching relevant content for B2B purchase decisions.”

By effectively integrating influencer marketing techniques into their strategy, businesses can establish greater credibility, all the while generating more brand awareness. For this approach to reap exceptional results, however, it’s vital that you carefully consider which influencers your business works with.

When determining which influencer is right for your brand, you may benefit from asking yourself the following:

  • Is the individual respectable in your area of expertise?
  • Who makes up the individual’s target audience?
  • Does the individual have a strong, positive reputation?
  • Are you happy to be associated with their actions and beliefs?
  • How much are you willing to spend?
  • Where is the individual located and how expansive is their reach?

3. Incorporate Interactive Tools and Experiences

Interacting with customers is a great way to boost engagement and build connections that are both personal and memorable. This can, in turn, assist your technology business in acquiring high-quality leads that are actually invested in your brand and what you’ve got to offer.

For instance, you may create a quiz on your website where consumers identify their particular needs and priorities. Then, once submitted, participants receive an evaluation of which of your offerings would likely be best suited to their needs. You’re giving prospects an individual experience that’s tailored to them, while also aiding them in the decision-making process.

In many cases, interactive content can be a valuable point of differentiation that encourages potential customers to consider a brand further, or even make a purchase.

Want to find out more about marketing in the technology sector? At the Lead Agency, we can get your business up-to-date on B2B marketing 2020 trends, so you can proactively plan for future success. Take your technology marketing strategy to new heights by speaking with one of our B2B digital marketing experts today.

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