Getting Started – B2B Marketing Strategies for Technology Companies In 2024
In our previous blog, we discussed some actionable trends that mid-sized technology companies could implement in 2024. The good part about these trends is that companies don’t have to invest heavily in marketing. All that’s required is the right strategy, the right tools, and the right resources to implement it. In this blog, we will go a step ahead and share some easy-to-implement B2B Marketing Strategies that technology companies can use to grow their business. Getting Started with B2B Marketing Strategies Content Marketing B2B buyers on average read 13 pieces of content before making a purchase decision. Hence, technology companies need to create high-value content that can address their questions. There should be some form of content to guide the customer through the complete buyer’s journey. The tone of the content should appear more educational and less like a sales pitch. Some of the common forms of content include – website content, blogs, eBooks, and whitepapers. How to get started? Social Selling According to a report, 93% of companies use Twitter, and 91% use LinkedIn to create brand awareness, generate leads, engage with customers, and do promotions. It is tempting to create accounts on different channels such as Instagram, Facebook, or even TikTok. However, you should select the social channel where your target audience is and not necessarily the channel with the most users. Based on our experience, for B2B technology companies, LinkedIn and Twitter seem to be the most relevant platforms. How to get started? Thought Leadership / Educational Webinars The one thing that became a buzzword in 2020 was Webinar. A webinar is the web version of seminars and live shows. Due to the social distancing norms and the travel bans imposed worldwide, technology companies started conducting webinars to create brand awareness, educate prospects, and generate leads. However, webinars were being used as a part of content marketing strategies even before the pandemic. 73% of B2B marketers admitted that the webinar was the best way to gain high-quality leads. How to get started? Case Studies B2B customers want to know if the company has the expertise and knowledge before engaging with them. Case studies offer validation and evidence to the customers. They act as social proof for the company. How to get started? Landing Pages While websites offer general information about the overall company, a landing page is more product-focused or industry-specific. Its purpose is to drive conversions. So, the content has to appear different from -website content. How to get started? Personal Branding of the CXOs Gone are those days when CXOs were elusive and almost unreachable. Today’s CXOs are more social and approachable. They are active on Twitter and LinkedIn and even respond to people’s comments. Having a personal brand helps CXOs establish themselves as an authority in their industry and build trust among prospective customers. They can also leverage their network to stay connected with ex-customers, the existing ones, and the prospects. How to get started? The sales cycle of B2B marketing is longer than B2C. A single deal could take as much as 9 months to get closed. An average of 7 people is involved in making buying decisions. It can be particularly difficult for technology companies as they have no tangible evidence of their offerings. So, companies should not expect overnight or quick results from B2B Marketing Strategies. Patience, consistent marketing efforts, and continuous measurement of its effectiveness are necessary. Companies must use a combination of the above strategies and wait for some months to see results. However, merely implementing all the above B2B Marketing Strategies without a concrete plan will be a futile exercise. Here are the next steps to get a positive outcome: Need help in planning and implementing the B2B Marketing Strategies for 2024? We can help.