What type of marketing strategy does a b2b technology company need?
Posted: Tue Dec 03, 2024 5:58 am
To say that all B2B technology companies need the same marketing strategy would be an overgeneralization. Obviously, each company is different and what may be effective for one may not be so effective for another. Therefore, the marketing strategy that each B2B technology company will need must be one that achieves the established business objectives.
Still, and with this in mind, we will talk about some cmo email lists elements that you should take into account, no matter what, when it comes to determining what marketing strategy your ICT company needs.
Marketing strategy for a B2B technology company
Analysis of your competition and the sector
You will need to know the techniques, strategies and channels that your competitors are using and that (very importantly) are working for them to connect with their potential customers.
All this will help you get an idea and improve those techniques that work to attract your potential clients .
Just as you need to know your competitors, you will need to know the characteristics of the sector. This will give you insight into how to focus your product or service.
Your strengths and weaknesses
Once you have analyzed your competition, now it is time to analyze yourself.
What are the aspects that differentiate me from them? What aspects do you think are memorable compared to your competitors? Is your market ready for your product?
These are questions you will need to answer to know where you stand in relation to your sector and your competitors.
Branding
Once these analyses have been carried out, the next step you must take in developing your B2B marketing strategy is to identify and define what brand message you want to convey based on your ideals and the needs of your potential customers.
Once you have identified this main brand message, you can begin to develop strategic lines to fine-tune this message with each of your buyer personas and distribute them across different online and offline channels.
Digital strategy
Most B2B technology companies launch into the digital world without having clearly defined which techniques and channels they will use to connect with their audiences.
So before doing so, as we have already recommended on other occasions, carefully analyse which channels and resources you will use to attract the attention of your buyer persona. Ultimately, your objective will be to attract the greatest possible number of potential clients to your website, since that is where you will display your products or services and, therefore, where you will focus a large part of your marketing strategy.
To attract these potential customers you will need at least:
1. Quality content adapted to the 3 phases of your ideal client's purchasing cycle
To do this, it will be essential that you create a good content calendar with topics of interest for your potential B2B technology clients.
2. Social Media to spread your content and reach a wider audience
It will be of no use to you to create the best content if no one reads it. In this sense, social networks will help you to spread your knowledge and attract traffic to your website.
3. Position those contents on Google to be found
Therefore, you will need to have done a prior study of the keywords that your buyer personas use to find you and, subsequently, you will have to optimize your content for SEO based on these keywords.
4. Have a website ready to convert the traffic you receive
The above will help you drive qualified traffic to your website, i.e. visitors with a high chance of becoming customers, so you will have to have your website ready to convert that traffic into leads.
5. Automated marketing
To be able to work with your leads and end up converting as many of them as possible into clients.
6. Measure and analyze
Finally, you will need to monitor all the actions you put in place to check which ones are working and which ones aren't. Only then will you have the information you need to make decisions regarding your marketing strategy.
All of these techniques, which complement each other to help you advance in the customer life cycle, are included in a single methodology called inbound marketing, which is, today, the only one that covers the entire purchasing process efficiently .
As we told you at the beginning, each B2B technology company has its own particularities, but if you are thinking about implementing your own marketing strategy, we encourage you to take our Digital Strategy Test .
It is completely free and, once completed, you will receive an email with a report prepared by one of our specialists, with an analysis of your brand and the key points in which you should improve your strategy.
Still, and with this in mind, we will talk about some cmo email lists elements that you should take into account, no matter what, when it comes to determining what marketing strategy your ICT company needs.
Marketing strategy for a B2B technology company
Analysis of your competition and the sector
You will need to know the techniques, strategies and channels that your competitors are using and that (very importantly) are working for them to connect with their potential customers.
All this will help you get an idea and improve those techniques that work to attract your potential clients .
Just as you need to know your competitors, you will need to know the characteristics of the sector. This will give you insight into how to focus your product or service.
Your strengths and weaknesses
Once you have analyzed your competition, now it is time to analyze yourself.
What are the aspects that differentiate me from them? What aspects do you think are memorable compared to your competitors? Is your market ready for your product?
These are questions you will need to answer to know where you stand in relation to your sector and your competitors.
Branding
Once these analyses have been carried out, the next step you must take in developing your B2B marketing strategy is to identify and define what brand message you want to convey based on your ideals and the needs of your potential customers.
Once you have identified this main brand message, you can begin to develop strategic lines to fine-tune this message with each of your buyer personas and distribute them across different online and offline channels.
Digital strategy
Most B2B technology companies launch into the digital world without having clearly defined which techniques and channels they will use to connect with their audiences.
So before doing so, as we have already recommended on other occasions, carefully analyse which channels and resources you will use to attract the attention of your buyer persona. Ultimately, your objective will be to attract the greatest possible number of potential clients to your website, since that is where you will display your products or services and, therefore, where you will focus a large part of your marketing strategy.
To attract these potential customers you will need at least:
1. Quality content adapted to the 3 phases of your ideal client's purchasing cycle
To do this, it will be essential that you create a good content calendar with topics of interest for your potential B2B technology clients.
2. Social Media to spread your content and reach a wider audience
It will be of no use to you to create the best content if no one reads it. In this sense, social networks will help you to spread your knowledge and attract traffic to your website.
3. Position those contents on Google to be found
Therefore, you will need to have done a prior study of the keywords that your buyer personas use to find you and, subsequently, you will have to optimize your content for SEO based on these keywords.
4. Have a website ready to convert the traffic you receive
The above will help you drive qualified traffic to your website, i.e. visitors with a high chance of becoming customers, so you will have to have your website ready to convert that traffic into leads.
5. Automated marketing
To be able to work with your leads and end up converting as many of them as possible into clients.
6. Measure and analyze
Finally, you will need to monitor all the actions you put in place to check which ones are working and which ones aren't. Only then will you have the information you need to make decisions regarding your marketing strategy.
All of these techniques, which complement each other to help you advance in the customer life cycle, are included in a single methodology called inbound marketing, which is, today, the only one that covers the entire purchasing process efficiently .
As we told you at the beginning, each B2B technology company has its own particularities, but if you are thinking about implementing your own marketing strategy, we encourage you to take our Digital Strategy Test .
It is completely free and, once completed, you will receive an email with a report prepared by one of our specialists, with an analysis of your brand and the key points in which you should improve your strategy.