1. Creating effective content For nearly every B2B tech company, content is at the heart of the marketing strategy. There is certainly no lack of it — 70% of companies currently using content marketing as part of their overall strategy plan to create more content this year than in 2017. More is relatively easy; more engaging, that’s a trickier task.
2. Providing relevance across buyers Technology is no longer the remit of IT. It’s a business decision, and as such involves decision makers and influencers across multiple departments. Where as tech marketers once only needed to properly understand and message to the technologists, they now often need to consider finance, marketing, HR and/or the c-suite as a whole in their content strategy.
3. Maintaining the value of data Particularly with GDPR looming, tech marketers are feeling the impact of imperfect data management practices. As customer data is critical to being able to understand your ideal buyers and deliver relevant experiences, it’s time for marketers to knuckle-down and tackle the issue.
4. Differentiating the brand Competition is at an all-time high, in an exceptionally crowded marketplace that changes daily. And technology solutions — particularly at the enterprise level — tend to be complex, dry, functional, lacking the stimulation and the simplicity of a consumer product. Creating a differentiated brand platform is one thing; staying true to it daily, across the complete customer experience, is what gives it life.
While each of these challenges warrants a deep dive of its own, our goal here is to share topline suggestions designed to enhance your technology marketing strategy and move it in the direction of greater differentiation, relevance and value across buyers.
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