The challenge businesses face with technology marketing is a lack of understanding of the customer. Therefore, it is crucial to understand the customer and establish how the company’s technology can benefit them.
The B2B landscape has tremendously evolved because of changing consumer, market, and industry needs. It has become increasingly challenging for CMOs of B2B technology companies to design and execute effective marketing campaigns to penetrate the right total addressable market. B2B enterprises must overcome challenges like lack of alignment in RevOps, highly crowded marketplaces, and ineffective content marketing that affects their daily marketing operations. Marketing teams need to design comprehensive marketing strategies that include performance, findability, inspiration, personalization, and accessible customer support to overcome the majority of the presales challenges.
Here are a few of the top technology marketing challenges that businesses face and ways to overcome them:
Understanding the Target Audience
The technology industry caters to a wide range of customers with varying levels of technical knowledge. It can be challenging to create messaging that resonates with all these audiences. Conducting in-depth research on the target audience can help B2B marketers understand their pain points, preferences, and needs. This approach enables businesses to create targeted messaging that speaks directly to their needs.
Pushing Technology Instead of Creating Awareness
One of the most significant challenges with technology marketing is that marketers make it sound like they are pushing the technology instead of creating awareness. Enterprises that send unsolicited emails and make cold calls without understanding the consumer’s purchase journey will end up in their spam list. Hence many prospects ignore lead-generation calls, sales pitches, and promotional emails. Technology marketers must determine what consumers require before designing marketing campaigns. CMOs should consider developing an effective content strategy throughout all the channels, which will help overcome all technical content marketing challenges.
“This comes down to onsite communication and inspiration on starting or landing pages, campaigns, PDPs, email, text, and social media. Customer support is a cost, but armed with the right tools and permissions, it can build long-term loyalty and directly affect the bottom line favorably,” says Johan Liljeros, General Manager and Senior Commerce Advisor, North America, at Avensia
The technology marketplace is highly competitive, making it challenging for marketers to improve their conversion rate. CMOs with a comprehensive marketing strategy that overcomes all the potential technology marketing challenges will enable the company to deliver the expected results.
Not Considering B2B Technology Purchase Journey
Presales is not a one-time task that businesses can overcome; it is a continuous process. Many enterprises market their technology to other tech leaders in the industry rather than focusing on decision-makers in charge of marketing budgets. This approach is not effective and does not deliver the expected results. CMOs should be vigilant while drafting a B2B technology marketing strategy that considers all the potential challenges. Setting up marketing operations that help the prospects through their decision-making is crucial. Many presales teams overlook the importance of defining the purchase journey of the prospects, which is one of the most critical aspects of the customer journey. Rather than concentrating on making immediate revenue, the technology service providers must understand their total addressable market and their overall buyer’s journey. B2B tech companies that understand the customers’ buying process and customize their marketing strategies will be able to overcome most of the technology marketing challenges.
Not Focusing on the Consumers
It is crucial to design and execute B2B marketing strategies that consider the understanding level of the prospects. Creating marketing campaigns considering the consumers as subject matter experts will not help to deliver the expected results. Moreover, providing indigestible information will not help in the decision-making of the B2B purchase journey. Enterprises should be able to understand the needs of the consumers and meet their requirements to strengthen their purchase decisions. If enterprises focus more on the scale where the seller is providing something with a more direct value to the customer in a digestible format will enhance the customer experience and conversion rate.
Explaining Complex Products or Services
Technology products and services can be complex, making it challenging for marketers to explain their value proposition to the target audience. Simplifying the messaging and breaking it into easily understandable terms can help B2B marketers communicate the product or service’s value to the target audience.
Measuring the Effectiveness of Marketing Efforts
Measuring the success of technology marketing campaigns can be challenging due to the long sales cycle and difficulty tracking the impact of different marketing channels. Defining clear goals, establishing key performance indicators (KPIs), and regularly analyzing data can help B2B marketers measure the effectiveness of their marketing efforts and make data-driven decisions to improve presales results.
Developing Trust and Staying Competitive
The technology industry is highly competitive, and new products are being introduced to the market every day. To stay competitive, businesses need to differentiate their product or services. Highlighting the unique features and benefits of the product can help B2B marketers differentiate it from similar offerings in the market. Technology products often involve sensitive data, and customers need to trust the brand they’re dealing with. Establishing the brand as a thought leader in the industry, investing in quality customer service, and showcasing customer testimonials can help build trust with potential customers.
Technology marketing can be challenging due to the rapidly changing nature of the industry and the complexity of the products or services being marketed. Technology marketing requires a deep understanding of the target audience, the ability to differentiate the product from the competition, and effective communication that simplifies complex ideas. By addressing these challenges head-on, businesses can create effective marketing campaigns that drive results for the business.