B2B tech sales are a little more difficult because of their complexity and the longer buying cycles, but there are plenty of ways to work around these challenges and bring in a constant stream of leads.
In this article, we take a look at how tech manufacturers and resellers can spice up their campaigns with our tips and supercharge their lead generation.
ABM is the Way to Go
A lot of B2B industries swear on the effectiveness of account-based marketing and B2B tech is no exception.
ABM allows companies to create highly-personalized campaigns to target ideal customer profiles and allows their brands to resonate with their prospects.
Instead of trying to capture the attention of a lot of people, the main focus of ABM is targeting smaller groups with better content and interactions.
With ABM, an organization can create a bespoke experience for potential customers and this can help drive them to a sale.
Use B2B Influencers and Thought Leaders
B2B influencers and industry leaders bring a lot to the table.
When an industry leader endorses a particular brand, the trust that people have for that influencer is now attached to the brand leading to a phenomenon called “trust by association.”
This helps elevate an organization’s brand and attaches new feelings and emotions towards it.
B2B influencers also command their own unique audiences giving companies that hire them access to these potential prospects as well.
This is great for tech manufacturers who want to take advantage of new markets or add more meaning and definition to their brand.
Compared to ad spend, B2B influencers are also generally much more affordable – or free, if you are collaborating with each other.
Collaborating is one of the most effective ways of marketing because it allows two organizations to pool their resources together to achieve better reach and revenue.
Marketers should take note of other brands’ tech products or services that are complements to the ones that they provide, and attempt to work with these brands to create more powerful campaigns.
Special care has to be taken to make sure that there are no conflicts of interest in the products and that there are specific boundaries set before the start of the comarketing campaign.
Before a buyer even reaches out to a tech manufacturer or reseller with interest, most of the buying process has already been completed.
This is because it’s highly likely that they’ve already completed their research and they’re now considering the brand as a provider.
Having educational content up is only the beginning, it also has to rank in order for DMus who are doing their research to consider the company in the running as a provider.
This is why SEO is critical for any tech manufacturer or reseller.
Even if they don’t rank well for their target keywords, their educational content still has to rank regardless.
Once basic educational content is up, there should be a constant effort to produce content that addresses highly specific problems that different prospects are facing in their respective industries.
These should take into account pain points, challenges, opportunities, and examples of other companies dealing with the same problems.
This is a form of personalization that allows content to resonate even more with the target because it is highly personalized and relevant to the challenges that they face. This can be taken a step further by integrating it with account-based marketing and creating content for the prospect at each stage of the buying cycle.
And lastly, there should also be content for the non-technical DMU who wants to be informed about your product, but doesn’t want to have to sift through technical jargon and specifications that are not related to their field.
After Microsoft acquired LinkedIn a couple of years ago, marketers have noticed that it’s switched its focus from being job search-focused to becoming the premier professional social networking platform to date.
Truth is, marketers that are still not tapping into LinkedIn’s vast network of leads are missing out on a potential gold mine of prospects.
Another great thing about LinkedIn is that selling and marketing is a norm given that everyone on the platform is there in a professional capacity.
Although we won’t recommend hard selling tech products or services on the first message, it’s a venue to network, collaborate, and grow revenue.
Tech manufacturers and resellers who are looking to supercharge their LinkedIn campaign should invest in tools such as LinkedIn Sales Navigator to help them with their prospecting on the platform.
Regardless of what tip – or tips – you use, you still need to be able to track your progress to ensure that your lead generation is running efficiently. Alternatively lead generation services that are professionally run by agencies can help automate the entire process while your brand takes care of the actual closing.