If you’re a technology marketer, you know the challenges ahead. Of course, all markets have serious challenges, but the changing world of technology adds new complexities to the marketing mix. The technology industry is evolving and changing, and no one can keep up. Of course, no one but a technical marketer is responsible for staying one step ahead of the market, let alone keeping up with it.
LinkedIn recently published an article highlighting some of the key challenges facing technology marketers. Here are two of those problems, and some information you can use to overcome them now.
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Challenge 1: Identify the decision maker?
All marketers know how important it is to identify and understand the decision maker. Without this recognition, it is difficult to build a successful marketing strategy to reach them.
However, the problem with technical marketing is that there is no one decision maker. Instead, it is now a cross-functional team of IT, marketing, sales, operations, finance and others.
This complexity makes it even more important to fully understand and directly address the needs, challenges and motivations of individual team members.
LinkedIn recently surveyed IT and technology decision-making teams to find that nurturing prospects with informative content is an important part of the sales process. That’s because members of this group often aren’t ready to talk to a sales rep until they’ve consumed at least five pieces of “relevant, unbranded, sales-oriented content.”
Additionally, LinkedIn’s article highlights the importance of producing content for each role in this functional buying committee…at every stage of the buying process. Because, as the article explains, technology decision-makers are individuals, not groups, and marketers must engage with each of them. You never know who will make the first contact, who will lead the procurement committee, or who will have the greatest influence on other members.
That’s why it’s so important to have a strategy to reach, engage, and ultimately convert every team member at every stage of the buying process. It sounds like a lot of work, yes, but technology marketers have the opportunity to influence every member of the buying committee and always succeed through education. What is “always”? It’s content that provides valuable and insightful information at every stage of the buying process—when consumers need it. According to the Content Marketing Institute, 63% of tech buyers consider salespeople who are always on the job to be worth the effort.
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