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Getting Started – B2B Marketing Strategies for Technology Companies In 2021

In our previous blog, we discussed some actionable trends that mid-sized technology companies could implement in 2021.

The good part about these trends is that companies don’t have to invest heavily in marketing. All that’s required is the right strategy, the right tools, and the right resources to implement it.

In this blog, we will go a step ahead and share some easy-to-implement strategies that technology companies can use to grow their business. 

Getting Started with B2B Marketing Strategies

Content Marketing 

B2B buyers on average read 13 pieces of content before making a purchase decision. Hence, technology companies need to create high-value content that can address their questions. There should be some form of content to guide the customer through the complete buyer’s journey. The tone of the content should appear more educational and less like a sales pitch. Some of the common forms of content include – website content, blogs, eBooks, and whitepapers. 

How to get started?

  • Before developing the content, determine its objective. Is it to create awareness, is it to explain the value proposition of the content, is it to onboard new customers? 
  • Choose a topic. The topic could be an opinion piece on the industry trends or a how-to-article or an article that addresses the common challenges faced by the customer. Ensure that the content is written for humans and not the search engines. Do in-depth research and back the content with examples, quotes, statistics, etc. Provide backlinks to the source wherever necessary. There are debates on the average length of a content piece. For example, some will say that the average word count of a blog should be 2000 words; some will argue that it should be up to 500-600 words. We would recommend not obsessing about the word count and instead focusing on generating informative and easy to grasp.
  • Once the content is developed, do a basic grammar and spell check to avoid glaring errors. Finally, upload and share the content everywhere for people to see.

Social Selling 

According to a report, 93% of companies use Twitter, and 91% use LinkedIn to create brand awareness, generate leads, engage with customers, and do promotions. It is tempting to create accounts on different channels such as Instagram, Facebook, or even TikTok. However, you should select the social channel where your target audience is and not necessarily the channel with the most users. Based on our experience, for B2B technology companies, LinkedIn and Twitter seem to be the most relevant platforms.

How to get started?

  • Create easy-to-remember or easy-to-find accounts on Twitter and LinkedIn. Fill in all the company details, such as company location, offerings, company size, etc. Remember to add the company website’s link in the bio to garner traffic. Twitter, for example, drives third-most referral traffic. 
  • Post frequently and ask employees to share them to increase the impressions. The posts could be a link to a blog, eBook, a landing page, or link to an article of an external publication. It could also be other updates – such as the latest wins of the company, a client testimonial, or an important update relevant to the industry. Use relevant hashtags to get noticed. Creating a social media calendar would help the social media team to streamline the process.
  • Respond to users who take efforts to engage with the content, so they feel encouraged to engage more. Have conversations with the audience, so they feel heard.
  • Look for positive and negative feedback and address customer queries as early as possible. Set SLAs for the team, so they respond to the queries and messages within a stipulated time. 
  • Measure the efforts to understand what kind of content appeals the most to the target audience. That will help in developing future content.

Thought Leadership / Educational Webinars

The one thing that became a buzzword in 2020 was Webinar. A webinar is the web version of seminars and live shows. Due to the social distancing norms and the travel bans imposed worldwide, technology companies started conducting webinars to create brand awareness, educate prospects, and generate leads. However, webinars were being used as a part of content marketing strategy even before the pandemic. 73% of B2B marketers admitted that the webinar was the best way to gain high-quality leads.

How to get started?

  • Choose a topic that would interest the prospect and align with the company’s offerings. Get an expert speaker on board.
  • Develop the content for the webinar. Ensure that it is relevant to the prospect and does not look like a sales pitch.
  • Decide on the date, time, the platform that will be used to host the webinar. Choose a day and time when most people have lesser work commitments and can attend the webinar.
  • Promote the webinar on social media and website. Create a landing page so people can sign up for it easily.
  • Create an email workflow, such as sending a confirmation email after sign up, a reminder email before the webinar begins, and a thank you email with contact details and the recording after it runs.
  • Do a dry run with the team a day before the webinar to ensure that the logistics are in place.
  • Follow-up with the leads after the webinar.

Case Studies

B2B customers want to know if the company has the expertise and knowledge before engaging with them. Case studies offer validation and evidence to the customers. They act as social proof for the company.

How to get started?

  • Seek approval from existing or former customers if they would be comfortable with their case study published on the website and social media channels. Some customers may prefer their names to be masked. 
  • Determine the format of the case study. It could be a video testimonial from the customer or a short interview with them or a case study in text format. 
  • Follow the problem-solution-results format for the case study. Be specific about the solutions offered and add the right numbers in the results. Do not exaggerate, make tall claims, or add any content that could mislead a potential customer. Make the case study clear and concise, so the impact is clear to the prospects.
  • Get it reviewed by the customer if required, and publish it on the website and social media. It can also be used in email marketing. 

Landing Pages 

While websites offer general information about the overall company, a landing page is more product-focused or industry-specific. Its purpose is to drive conversions. So, the content has to appear different from -website content. 

How to get started?

  • Determine the purpose of the landing page. Is it to drive conversions or ask the prospect to download a whitepaper or sign up for a webinar? Write the content accordingly.
  • Make the content as concise and clear as possible. It should lead the prospect to take action. Ensure that they don’t have to search for the click on the call-to-action. It should be visible on the page. The navigation, the content, and the design of the landing page must be simple and effective enough to drive conversions.
  • If the audience is different, create different landing pages for different segments to add value. Segment them, so the right email is sent to the right audience.
  • If the landing page is being used for paid ads, ensure that it aligns with the landing page’s message.
  • Add social proof such as reviews and testimonials to add value to the page.
  • Do A/B testing to know which one works better.

Personal Branding of the CXOs

Gone are those days when CXOs were elusive and almost unreachable. Today’s CXOs are more social and approachable. They are active on Twitter and LinkedIn and even respond to people’s comments. Having a personal brand helps CXOs establish themselves as an authority in their industry and build trust among prospective customers. They can also leverage their network to stay connected with ex-customers, the existing ones, and the prospects. 

How to get started?

  • Create a profile on Twitter and/or LinkedIn. Ensure that the profile is completely updated with a bio, recent photograph, professional and education experience, and other necessary details.
  • Post regularly. The posts could be important news related to the company or a personal opinion on the trends that dominate the industry, or links to the blogs or other company content. 
  • Write a guest blog or guest article for third-party websites related to the industry to get established as a thought leader. 
  • Network with peers and engage with prospects to establish a relationship. Ensure that the opinions are aligned with the values of the company. 

The sales cycle of B2B marketing is longer than B2C. A single deal could take as much as 9 months to get closed. An average of 7 people is involved in making buying decisions. It can be particularly difficult for technology companies as they have no tangible evidence of their offerings. So, companies should not expect overnight or quick results from B2B marketing. Patience, consistent marketing efforts, and continuous measurement of its effectiveness are necessary. Companies must use a combination of the above strategies and wait for some months to see results. However, merely implementing all the above strategies without a concrete plan will be a futile exercise. Here are the next steps to get a positive outcome:

  • Set goals – it could be creating awareness or converting leads into customers. Set SMART goals, i.e. specific, measurable, achievable, relevant, and time-bound, so it’s easy to implement them.
  • Set the budget and seek permission from the management– This will help plan the strategies accordingly. 
  • Understand the customers – Understand their business challenge, decision-making process, the solution they seek, and accordingly plan the strategy. Be where the customer is! 
  • Test and measure the outcome – Test different forms of content and different channels. Measure the results and decide what works best for the business.
  • Align sales with marketing – Working in collaboration will help in closing deals faster. 

Need help in planning and implementing the B2B strategy for 2021? We can help.

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