As the tech landscape is evolving at a rapid pace, B2B technology marketing is getting bigger than ever. While It’s good news for everyone, it means the competition to keep your foot on the gas is also getting more intense.
If you are up for the challenge, here you can find our updated strategies to anticipate future trends, tailor your pitch, and expand your network to make a success of 2024.
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What Is B2B Technology Marketing?
Focused on selling powerful digital tools, like antivirus software and cloud storage, B2B technology marketing bridges the gap between tech solutions and business needs.
Critical Strategies for B2B Technology Marketing
Let’s cut to the chase. Here are some smart tips that will help you stay ahead of the game of B2B marketing for technology companies.
1. Create buyer personas
The first tip relies heavily on knowing and understanding your customers. Buyer personas help you tailor your message to their needs and turn them into perfect clients.
To craft effective personas, you need to ask what problem your product solves for them, where they work, how they might use it, and ultimately, how it eases their biggest headaches.
Although you should have your eye on detail, very complex personas won’t guide your marketing. They’ll just slow you down. Keep it clear, concise, and centred on your audience.
For example:
| Specific target audience | Tom: the data-driven marketing lead | Sarah, the startup CEO |
| Challenges and needs | Automating data analysis, gaining actionable insights, proving ROI | Carrying out operations, boosting productivity, managing limited resources |
| Product fit | Marketing analytics platform as a solution to his data overload | Project management software as a solution to her biggest concerns |
| Marketing application | Tailoring messages and visuals to appeal to Tom’s analytical preferences | Tailoring messages and visuals to resonate with Sarah’s pain points |
2. Take Advantage of Email Marketing
Your email list is your golden asset. Nurture leads, qualify prospects, and collect precious data. Innovative platforms automate welcome emails, follow-ups, and reminders, freeing you to focus on closing the deal.
With the help of buyer personas, emails can be an effective channel for tailored messages and running campaigns.
Take Sara, the startup CEO, as an example. The following are several emails you can send her throughout her customer journey.
- an automated “Welcome, Sarah!” email with resources and tips on working with your software.
- a series of personalized emails based on her website or app activity.
- a targeted email showcasing how your software helped other startups boost productivity.
- automated follow-ups, reminding Sarah about free trials, product demos, and relevant case studies or white papers based on her needs.
3. Create quality content
The previous example about demos, case studies, testimonials, and so on led us directly to our third tip. Studies show that over 90% of tech buyers want content from a B2B technology marketing agency before contacting their sales reps.
Moreover, as much as 93% of businesses prefer companies to educate them on how to use their services.
Finally, map your tech expertise and develop blog topic ideas based on that. Blog posts are still one of the best ways to organically drive traffic to your website and convert many of them to customers.
4. Invest in Search Engine Optimization (SEO)
The fourth tip has to be SEO-related as it is closely linked to content creation. If you aim to make a valuable website for your audience, SEO will be at its core. In fact, the more mature your SEO strategy gets, the greater the proportion of your leads will be.
On top of that, a comprehensive SEO strategy can help you see what your audience is more interested in and how the trend is changing over time.
And finally, you can gain great credibility and trust by consistently appearing at the top of search results. This makes SEO a perfect solution for long-term ROI that is sustainable and cost-effective.
Here are some examples of SEO strategies for B2B technology marketing:
- Keyword research and targeting: Identify relevant keywords your target audience uses when searching for solutions like yours.
- On-page optimization: Optimize your website content, title tags, meta descriptions, and image alt tags with relevant keywords.
- Technical SEO: Ensure your website is mobile-friendly, has fast loading times, and is easy for search engines to crawl and index.
- Link building: Build high-quality backlinks from other reputable websites in your industry to improve your website’s authority and ranking.
- Content marketing: Create valuable, informative, and SEO-optimized content that resonates with your target audience.
- Analytics and reporting: Track your SEO performance and adjust your strategies based on data and insights.
5. Run PPC campaigns
While SEO is an effective long-term solution, pay-per-click advertising can boost your customers’ awareness in a flash. To make the most of your PPC campaigns, you need to incorporate your buyer personas and use your SEO strategy to see which content your audience will relate to more.
You can use PPC campaigns to:
- Increase your reach: PPC ads put your brand and content on new radars via search engines and beyond.
- Go beyond just “buy now”: Showcase your personality, blog, social posts, or tagline to build deeper connections.
- Expand your network: Pay to target relevant categories within your brand, not just specific products, to catch more new potential customers.
6. Go for a User-Friendly Purchasing
There are several reasons why B2B technology marketing fails. So far, we have discussed how to attract prospects and create engagement, and yet there is one important final step to take: turning opportunities into clients and eventually finalizing a sale.
To make sure it is easy to buy from you, here are the things you should take into account:
Build an Idiot-Proof Website
Build a B2B technology marketing strategy that puts user flow at the core, turning potential buyers into delighted customers with an easy-to-use website. Ditch the sales funnel maze and stop obsessing over why people bounce. Instead, focus on making buying intuitive and effortless. Lead users directly to the info they need, and you’ll lead them to conversion.
Educate your customers
As mentioned earlier, most businesses expect you to educate them about your services. This can be in the form of how-to blog posts and videos, or online demo sessions.
Be Responsive
There is a long list of questions that tech buyers typically need to ask before finalizing a purchase or updating their subscription. Make sure the content on your website addresses those issues.
You also need your sales reps and customer support team to be available if needed.
Include testimonials
Your previous customers can help you a lot with building trust. From their logos to videos that they give feedback on their personal experience with you, all their testimonials play a huge part in reassuring new leads to buy from you.
Conclusion
B2B technology marketing is becoming one of the biggest niches for businesses, but your marketing can go sideways without proper strategies. Above all else, your marketing should simply communicate how you can help other businesses. Then, you need to find the best ways to engage with those business and make sure to take the hassle out of their buying journey.
