B2B Tech Marketing-Part 1: Principles

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In the ever-evolving tech landscape, B2B tech buying has become a company-wide endeavor. So, tech firms constantly seek ways to stand out, engage, and communicate the value of tech with the target audience on a deeper level.

Many tech firms do not invest time and resources to develop a clear and concise brand image and messaging strategy.

Even with an innovative concept that addresses a market need, any sort of miscommunication with the stakeholders, like decision-makers and investors, hinders the tech marketing efforts.

So, firms must up their B2B tech marketing game with a strategic blend of communication, marketing strategies, and principles tailored to the unique demands of the tech industry.

This is crucial for firms looking to enhance their visibility and engagement within the B2B tech sector. Solid principles and strategies will help understand the target market and the unique value proposition the tech offers.

Principles of Building B2B Tech Marketing Strategies 

  • Prioritize Loyalty, Then Leads

When the marketing targets are measured in terms of Marketing Qualified Leads (MQLs) and firms understand that their audience’s attention is valuable, it’s natural to try to convert every interaction into a lead.

That’s why tech marketing strategies prioritize collecting contact information first and then focus on engaging, educating, and nurturing the lead. However, this approach yields diminishing returns in the era of anonymous buyers.

Many buyers do not wish to share their details with a vendor they haven’t worked with before. Continuously insisting and pushing them to become a lead will only drive them away.

To generate leads more effectively, tech marketers must prioritize delivering value from the beginning to build trust and generate high-quality leads later. By treating anonymous buyers as anonymous customers, they can establish better relationships. This creates an ecosystem where buyers feel more comfortable sharing their details.

Moving away from gated content as a default lead generation strategy is the first step. However, many of the tech firms deliberately go further. They invest in building communities of users and offer online support.

Such anonymous customer relationships aren’t limited to service industries or cloud-based SaaS providers with freemium business models. Other tech companies invest in company-wide offers and discounts to build groups of anonymous brand advocates.

For example, Atlassian, a collaboration software provider, invests in building communities of users of its free versions. It also hosts events and supports people online who like experimenting with specific tools.

  • Support Wider Brand Campaigns

The traditional B2B tech marketing model has often overlooked an essential rule of marketing: The Share of Voice (SOV) principle. This principle states that when a brand’s SOV in its category surpasses its Share of the Market, the market share will increase until the two become equal.

The opposite is also true. A brand with a substantial Share of Market that fails to maintain a proportionate SOV is expected to decline. Yet, many tech firms do not prioritize building their SOV.

The ideal marketing mix for B2B involves allocating the budgets to tightly targeted activation campaigns and broader brand campaigns to increase awareness among a wider audience over a longer period.

The goal of brand campaigns is to generate buzz. By allocating budgets this way, B2B tech firms can establish a stronger foundation for driving growth and generating future leads.

  • Nurture the Three Rs (Reputation, Reviews, and Recognition)

In the B2B tech buying journey, potential buyers who remain anonymous often evaluate potential solutions based on the three Rs rather than detailed pricing and specifications.

Brands that are widely recognized and talked about are at an advantage. Therefore, focusing on providing value to prospects is advisable instead of just capturing their contact details.

This can help generate positive reviews. Investing in relevant, original thought leadership content is also important to secure a category wide reputation.

  • Reassess MQL Targets

Amidst anonymous buyers, generating leads is no longer the beginning of the customer nurturing journey; rather, it is the end of it. The leads generated by reversing the traditional marketing funnel will differ from the MQLs that most tech marketing focuses on.

While there may be fewer leads, their quality will be much higher. For this approach to be effective, tech marketers must work closely with their sales teams to refine expectations around MQLs.

The ultimate goal should be to focus less on lead volume and more on the revenue that leads generate. To achieve this, tech marketers must demonstrate the process of nurturing leads to the sales team to reduce their targets credibly. The End result? A win-win for both the teams.

  • Find Smart Ways to Include Sales in the Journey

As per a recent report by Master B2B, “THE 2023 STATE OF B2B ECOMMERCE REPORT,”

• 55% of firms lose sales because of a disconnect between what the website offers and what salespeople offer customers. • This suggests that salespeople will undercut online pricing to close a deal

Anonymous buyers typically do not communicate with sales reps, as they may not be responsible for approving a purchase decision. These buyers are more likely to engage with consultants, advisors, and experts who can assist them in obtaining the insights they require, setting up trial versions, or receiving more value from a freemium service.

These interactions are generally perceived as pre-customer service rather than as selling. If such buyers’ engagement shows that they are an influencer in an upcoming purchase decision, sales teams must be prepared to act as consultants.

There is an opportunity to track such prospects’ interaction with content, rate them as potential leads, and then target them with marketing that introduces sales reps as professionals.

This is all part of a significant transformation from the traditional marketing-to-sales handoff, where one type of buyer experience concludes, and a potentially separate one begins.

Anonymous buyers do not perceive themselves as moving between different stages of a purchase journey. Instead, they view themselves as discovering, exploring, and experiencing the brand, business, and solutions. With the appropriate strategy, sales and marketing can work together to deliver these experiences.

Also read: B2B Tech Marketing-Part 2: Strategies

Conclusion

The landscape of B2B tech marketing is shifting from focusing on just generating leads to building meaningful relationships with potential customers, even when they remain anonymous. This change reflects a deeper understanding of the buyer’s journey and recognizes the importance of trust, value, and engagement over mere lead conversion.

By prioritizing loyalty, supporting wider brand campaigns, nurturing the three Rs, and finding smart ways to include sales in the buyer’s journey, tech firms can enhance their marketing strategies and, ultimately, their market position.

Part 2 of this article will be about strategies of B2B tech marketing that will help tech firms explore the evolving B2B tech landscape effectively.

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Apoorva Kasam
Apoorva Kasamhttps://talkmartech.com/
Apoorva Kasam is a Global News Correspondent with OnDot Media. She has done her master's in Bioinformatics and has 18 months of experience in clinical and preclinical data management. She is a content-writing enthusiast, and this is her first stint writing articles on business technology. She specializes in marketing technology. Her ideal and digestible writing style displays the current trends, efficiencies, challenges, and relevant mitigation strategies businesses can look forward to. She is looking forward to exploring more technology insights in-depth.

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