If you’re in the B2B tech marketing space (e.g. telecom, IT, cloud), we’d have to know more about you to help you sell your specific product to your specific prospects.
But don’t go anywhere.
What we can (and will) do in this post is give you some tried and true, time-tested best practices that can be applied to help you land more clients no matter what you’re selling. It may not be specific to your particular widget, but these five truths will make you a better overall marketer.
Tip 1: Know and Listen to the Best
Perhaps the best tip that we can give you is to never stop learning about the marketing craft. The number one way to continue your education is to follow the best. Keeping up with the experts not only in your particular niche, but in the marketing industry at large will give you fresh ideas and keep your finger on the pulse of your leads.
Here are a few of our favorite tech/marketing blogs:
Tip 2: Understand the Product (in Detail)
Gone are the days of the “all-purpose” sales approach. The same pitch for all products doesn’t apply to the tech market. Prospects are becoming more savvy, and that requires the entire marketing team to understand a few things:
- Exactly what your product does, down to the last detail. One feature could mean the difference between your customer buying now or shopping your competitors.
- The pain points and struggles of your ideal client (more on this in a second).
- How your specific product not only relieves those pains, but creates a better workplace for your clients.
Tip 3: Use Proper Lingo
You’re not dealing with everyday consumers. The prospects that will be reading your content and talking to the sales team aren’t slouches. The B2B tech buying cycle is longer than most due to the amount of research time required.
Bottom line: Your leads know their stuff. If you mispronounce a feature, a person’s title, or anything else you should know, it will sound like nails across a chalkboard to your prospect. It may feel weird, but role-play scenarios and become an expert in the lingo.
Tip 4: Look for Your Ideal Buyer
The idea of buyer personas isn’t new, but it’s used by surprisingly few B2B companies. Too many businesses are bent on getting as many potential buyers through their sales machine as possible and spitting out the majority of their leads.
Figuring out your ideal prospects and clients can have a number of benefits, including:
- Higher lifetime value
- Fewer headaches and customer complaints
- Higher customer satisfaction
- More referrals
- Higher conversions
Tip 5: Become a Content Whisperer
There is a lot of marketing/tech content out there. Sadly, the majority of it is absolute junk. If you follow too many blogs and read every article you see on LinkedIn, you’ll get a case of information overload. It’s sometimes unavoidable, but over time it should become easier for you to sort out the pay dirt from the mud.
Before long, you’ll not only notice where the gold is, but know how to create it for yourself. Mojo can help you market your golden content to your tech customers. Contact us to find out how.