Running a successful technology marketing strategy is based on certain rules. Hence, a B2B technology marketing company will stick to these basics when working on a B2B tech marketing campaign. Let us see these rules and why they are important for a successful campaign.
Defining Your Category
Defining what category the product your market sits in is essential. If it does not fall into any of the existing categories, then you can even specify a new category. Within each category, you can also have more and more sub-categories. As the world is getting saturated with technology and products, more categories emerge as companies find their niche. So it is important to know which category you sit in, and the best help you can get is from a B2B technology marketing company.
Organizing things helps people make sense of the world we live in, and the same goes for products. So, if a product you are marketing does not fit a defined category, it can be hard for others to understand and discover it. Once a new category is defined, others will create new categories within the existing ones. Hence, determining the category is important, especially for B2B SEO strategy, as people will use the categories as a starting point when they search online.
However, one of the most common mistakes companies make is trying to redefine an existing category and not understanding if they sit in one. When creating a new category, there needs to be a larger education piece that explains the difference so that you can start ranking for this category using SEO. Most successful companies define their own categories. However, companies often try to determine a category with messaging alone, which could be a mistake as only a new name is not enough.
Data Comes First, Creativity Second
The data on your CRM system is the most overlooked part of any tech marketing strategy. Most companies, due to their focus on qualified leads, tend to forget to organize, segment, and automate the data. Personalizing website contact or email content requires data to act upon. You can personalize your marketing content for each segment, whether it is the location of the website visitor or the stage in the funnel.
Changing website content to match location is a straightforward process and does not require any information to be held in your CRM software. However, if you want personalized campaigns, you will need to have data in your CRM, which is also standardized and organized so that you can act upon it.
So, one of the best ways to sort out your CRM is by using basic data automation, like assigning a persona based on a job title. This can help you serve marketing messages based on personal tags in your CRM. Another way is setting lead status with the information you have gathered on web forms. Once you set them as a qualified lead, they can join your sales team. Though there are a lot of conditions for it, this is the basic principle behind lead scoring.
A good practice is to have a set of minimum data standards when looking at your market data and your CRM data as a whole. Many large organizations like professional Service Compass and law firms used this practice. The minimum data standards include things like email address and first and last name. If you don’t have these, then the contact may be deleted or archived after seven days.
Craft Unique Content
One key task is to produce content for technical and non-technical buyers as well as serve it at the right time and through the right mediums. This means you need API documentation for developers and top-level messaging. You can try to create a strategic messaging map for your key buyers so that you can identify the messages for each persona. For this, you need a value statement, features, and proof points for all the personas.
Another option is automating the personalization so that the content is personalized based on certain conditions. Personalizing for large companies can be tricky and involves smart technology. But for B2B companies, it isn’t very complex. The only challenge can be whether to remove content from the website to build a personalization workflow.
Working Backward from Revenue
When it comes to marketing budgets for tech companies, underinvestment is the most common mistake, especially when considering the lifetime value. So, choose a strategy based on the average order value of your clients and assign budgets based on this. The most common marketing tactic is PPC for quick lead generation over a short period of time. It is a great way to record investment versus results. Running a campaign on the Google platform can help you clearly track the performance of the ads and also check how that tracks through to new deals.
So, these are the basic rules to be employed in B2B tech marketing campaigns that can give you amazing results when done professionally by a marketing agency.