For enterprise tech companies, WalkMe is one of the best tools available for creating customized, engaging product tours. Per many, interactive content represents the future in B2B enterprise technology marketing.
While you don't necessarily have to be hugely invested in it at this point, it's wise to start folding in things like ROI calculators, quizzes, and interactive infographics to your digital marketing mix to get started down the path and keep up with the competition. One of the greatest tactics for making interactive tools effective is to add some real-time feedback for usage. The key here is to give real value right there on the page, but then entice with deeper information when they provide contact information.
Real-time feedback tools are shared and linked to often which significantly increases exposure and search rank. With the right tool, you have the ability to bring in very targeted leads en masse. The final large benefit from tools is that upon submission you can gain valuable information for the sales process that might be otherwise hard to capture in any other type of conversion.
So, while these tools can cost a lot to invest in, over a period of time they can deliver major ROI. The way enterprise technology and software companies need to approach marketing is evolving, and it is imperative to leverage tactics that will produce real results.
In the face of increased competition for attention on digital channels, technology companies in the B2B sector struggle to reach the right decision makers on the right channels to increase their sales funnels.
The ability to connect with these decision makers about an important issue, goal or challenge to their business can have a dramatic impact on the success of most enterprise technology organizations. So what's a technology company to do? To maximize their investment in marketing initiatives, organizations should look for strategies and tools that have the most potential to engage decision makers by demonstrating that they understand the challenges their target industry faces, that they're a thought leader and have a unique solution that can provide substantial ROI.
Towards that end, we'll look at some of the best ways technology companies can do just that. Here are seven key marketing strategies that enterprise tech companies can use to transform how they market themselves. Talk To Us. Chapter 1 Original Video Content Video content as a marketing tool is becoming extremely prevalent with technology companies to introduce their solutions.
While someone might not have the time to go through a product or company datasheet, almost everyone has the time to watch an entertaining, engaging two or three-minute video about a solution that might be of value to them. Here are the main areas to focus on when producing video content to market your product or solution: Great Stories. While your technology is probably complex, robust, and overall impressive, when using video to market your solution, you should focus on telling a compelling story.
Hook people with a good, easy-to-understand story first, then dig into specifics with them later on sales calls. Fun Videos. Just because you're in the B2B enterprise space doesn't mean that your videos should be dry and technical.
In fact, you should instead aim to create engaging, entertaining content. Creating videos that are particularly funny, humorous or enjoyable will help you stand out from the crowd. Take New Relic, for instance. The most popular video on the New Relic YouTube channel isn't a webinar or tutorial, it's a funny rap video about coding made by one of their employees.
Chapter 2 Influencer Marketing Business leaders and enterprise decision makers often look to others who are experts in their field when evaluating new technologies to purchase and implement. Technology companies are increasingly partnering with influencers to up their credibility and social media reach. Here are four steps to begin developing your influencer marketing program: Identify Target Buyers. Determine Industry Influencers.
Build Social Credibility. Bridge the Gap to In-Person. Here are some perfect ones: FollowWonk FollowerWonk allows you to search terms to find Twitter profiles sorted by the number of followers and tweets.
BuzzStream A great tool to find influencers, connect and manage your network of influencers. Onalytica Upload any piece of content and Onalytica's algorithm will find the top related influencers for that content.
GroupHigh GroupHigh helps you find bloggers and other social influencers, manage those relationships and even measure the value of your content. MuckRack MuckRack helps marketers find relevant journalists and bloggers, receive alerts, and build media lists.
PitchBox Discover influencers including contact information and social profiles, create personalized outreach messages, automate follow-up, and track results. Traackr Traackr's IRM platform is your system of record to manage, expand, validate, and scale your global influencer marketing.
Chapter 3 High-Value Content The amount of digital content being generated today is astounding. The same is true for content in the B2B technology marketing space. Whether you develop content in-house or decide to outsource to an agency or content platform, here are five traits that all your high-value content should share: Tell Better Stories. Personalize for Each Stakeholder. Centralize Your Content Experience. Deliver Real Value Most important to any tactic is to deliver real value.
Make Content Extremely Unique And lastly, make it unique in some way. Chapter 4 Live Event Integration In a post-pandemic world, it might seem counterintuitive, but with so much emphasis being placed on digital marketing, face-to-face interactions are becoming that much more important.
While much of the time enterprise solutions can build a case for themselves solely via digital channels, many tech buyers want to get to know their partners in person to separate contenders from pretenders. Here are four reasons to integrate live events with your digital marketing efforts, depending on your core marketing needs at any given time: Branding and Awareness.
Lead Generation. Customer Engagement. First, let's start with collecting leads: Ideas for Collecting Leads At Events If you have a booth, have a drawing to collect cards — whether a contest, offering discount services or have people register for an upcoming webinar. Make sure your sales team doesn't have chairs, cell phones or excuses to stand behind a table. Get them out meeting people and asking for business cards. If you have a workshop or presentation, offer slides and other related content on a landing page that requires attendees to enter their contact details.
Hold a happy hour and invite your VIP prospects — just make sure it doesn't interfere with the event. Get reciprocal — tell attendees about other booths that are good or offer to introduce to a speaker make sure you meet them early. If you send people to other booths, they will often do the same.
Create some partnerships — do joint follow-ups with other booth companies or partner with a speaker to sponsor a slide or their follow up.
Nurture Those Leads Collecting leads is important, but too many companies don't utilize them correctly after the event. Some ideas for soft follow-ups right after your event are: Send a summary of the highlights of the event with quotes from speakers and resources recipients may not have gotten. Shoot video at the event and provide a similar summary, but more engaging. Provide relevant articles, videos or tools checklists, calculators that follow the theme of the event or the main keynote speeches.
Collect all the speakers slides, domains and some of their key content and send a series of e-mails to give greater depth. I've seen photo booths and other fun activities as ways to get people to stop and see what's going on. Chapter 5 Marketing Automation Tools A critical part of staying on top of, contacting, and nurturing leads for enterprise tech companies is employing a marketing automation tool.
To build a sustainable and predictable revenue model, you'll need to have automated systems for collecting leads, building a marketing pipeline, segmenting contacts, and marketing to them on a consistent and intelligent basis.
Here are three of the most popular and effective marketing automation tools that you should consider implementing within your organization if you haven't already : Marketo. Here are some high-level points on marketing automation to help you understand the value.
Automation A process of automating follow-ups to potential customers. Segmentation The organization of prospects into like groups or leveraging data to target prospects with information most relevant to them.
Chapter 6 Existing Customer Re-Marketing One of the best — and often most overlooked — ways that enterprise technology companies can increase revenue through marketing efforts is by targeting their current customers. By having systems, processes, and programs in place to remarket to active customers, you'll be able to build out an infrastructure that facilitates consistent retention, upsell and cross-sell of additional products, features, and services.
Here are three of the main ways that you can remarket to increase the lifetime value of current customers: Customer Portals. Nurturing Programs. Customer Communities. Existing Customer Marketing Activities Drift Relationship Marketing Churn can be deadly for a SaaS and high churn is often a signal of issues whether from market fit, features, user interface or support.
Any marketing message that can be pulled from the community, is a direct savings to your marketing budget. When you release further products in the future, or offer post-sale upsells and upgrades, those connections still exist. Things like calculators, assessments, and other tools lend to deeper engagement and higher quality lead generation because prospects are more invested in the outcome.
Here's a breakdown of some of the different kinds of interaction content you should consider: Calculators. Interactive Infographics. Solution Builders. Product Tours. Adding A Real-Time Factor One of the greatest tactics for making interactive tools effective is to add some real-time feedback for usage. For a calculator, you can see budgets, comparison costs or other data adjusted as the visitor is changing values.
An assessment can provide a score as questions are completed. Solution builders can change the configuration and pricing of products as visitors select parameters. In the near future, more mediums will surface enabling marketers to better utilize digital channels and explore new formats to accommodate B2B marketing collaterals. Conclusion Key Takeaways Video marketing isn't just for consumers, and just because you're B2B doesn't mean you can't be creative, funny, and engaging. Tech buyers are trusting influencers more than ever, so have a strategy to uncover the right ones and partner with them.
High-value content often isn't cheap, but in the long run, it's well worth it to cut through the noise. A creative way to get more exposure is to offer large discounts on your software for a limited time. Usually, this gets instant interest as all consumers are looking for a discount whenever they can get their hands on one. Marketing a product is usually much easier because you can create videos showing consumers how it works, but marketing software can prove to be more difficult.
IntelligentHQ is a Business network and an expert source for finance, capital markets and intelligence for thousands of global business professionals, startups, and companies. IntelligentHQ leverages innovation and scale of social digital technology, analytics, news and distribution to create an unparalleled, full digital medium and social business network spectrum. IntelligentHQ is working hard, to become a trusted, and indispensable source of business news and analytics, within financial services and its associated supply chains and ecosystems.
You must be logged in to post a comment. Your customers can reach you from anywhere throughout the world. The best way your business software development takes your business to new heights is incorporation.
Everything you need to Grow your Business. Know How? Software Development. App Development. Social Media Marketing. Graphic Designing. Contact Us. Want to hire our team? Level up your business. John Doe Codetic. Clients Review. Enhancing your success. Agile and Scrum approach to construct your resolution in a continuous and iterative manner. Explore Solutions.
Read More.
0コメント