Tech products are often a hard sell, which is why the companies that sell them put a lot of work and love into marketing them. One thing’s for sure, these tech companies (especially in the B2B industry) face a lot of challenges along the way when it comes right down to promoting their offers to the right people.
Creating relevant content, tracking important marketing metrics, and coming up with better calls to action are part and parcel of every B2B marketer’s goal to achieve better sales conversions. Come to think of it, these activities are also being performed in other industries, which is to say that tech companies are not alone.
Still, marketing in the B2B tech industry revolves around a different set of dynamics. Addressing these issues involve the use of marketing strategies and tactics that are only applicable to the tech crowd.
It’s just a matter of maximizing these strategies to get the best results. With that being said, here are the most essential marketing tactics that work cogently well within tech circles.
Live event integration
No other industry takes events more seriously than tech. After all, as innovative products are being introduced regularly, industry events definitely provide greater opportunities for startups and veteran brands alike to promote fresh ideas to an ever hungry market.
Product unveilings, trade shows, and conventions are basically the best avenues that allow tech companies to get up close and personal with their audiences. With live event integration, they can easily improve brand awareness through effective strategies. Live streaming their participation during the event or providing content related to the conversations that are taking place are just some of the best methods they can use.
Related: Breaking Down Your Pre-Event and Post-Event Marketing
Free demos and trials
Who doesn’t like free stuff? Besides, if something were to be given away free of charge, what’s there to lose if we just take the offer.
For people to buy a tech product, you need to provide a compelling reason for them to do so. Effective telemarketing coupled with email blasts provide your audiences a narrow view of what to expect from your product or service. A conversion is more likely to happen when you let them experience the product at first-hand through a free demonstration or a limited trial offer. These offers enable potential customers to make well-informed decisions, making it easier for them to find a reason to purchase the full version of the product.
Other than freebies, you can also provide live demos of the product in action as well as video tutorials and other documentary materials that can help convince sales prospects to continue down the sales funnel.
Related: 5 Out-of-the-Box Lead Generation Tactics
Tech buyers are a hard cookie to crack. Because aside from free demos and engaging content, it would take a lot more influencing before they can even consider setting up an appointment with a sales rep.
It becomes even more difficult when buyers are still in the middle stages of the sales funnel. In that case, tech marketers will have to go beyond content by getting the big guns. In other words, they will have to get support from influencers.
Influencer marketing is still a powerful strategy for tech companies to use, and this is because influencers have the authority and, well, influence to get people to take action. If you have a tech guru endorse your product or get a mention from a top tech critic, you can improve your position within your own niche.
What’s more, influencer marketing works so well in tech because people generally want to know if your product can do well in terms of delivering ROI. An influencer’s words, in this case, provide your brand with a good boost in getting the word out to the right prospects.
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In the tech industry, it’s always important not to assume that your audience already has substantial knowledge about the kinds of products you are offering. In most cases, they still need to learn a lot more before considering a purchase.
If you are running a tech marketing campaign, education is always a principle you wouldn’t want to throw out of the equation. No doubt, the best avenue for teaching a relevant topic to your audience is through a webinar.
After all, people want to ask questions and participating in webinars along with other interested prospects allows them to acquire a substantial amount of information. Just be ready with what you are going to present through your webinar and anticipate possible questions from potential clients. That way, you will have better chances to improve your conversions.
Related: Lessons from Singapore’s Top Marketing Firms in Tech