You’re a tech-savvy marketer and you are aware of the challenging issues you have to have to face. Although all marketers face challenging issues, the ever-changing technology world is adding an additional layer of complexity to the marketing mix. Technology is continuously evolving and expanding at a rate that it is difficult to keep up with. No one is more important than the marketer in tech. They must not just keep up with the speed of technological advancement and technology, but also be one step ahead of the curve.
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LinkedIn released an article last week on the most pressing issues tech-savvy marketers face in the present. These are only two examples of the issues tech marketers are facing today. Here’s some practical tips to help you tackle these challenges.
Problem #1 How do you determine the person who is making the decision?
Marketers are aware of how important it is to know and recognize the person who makes the decision. It’s difficult to develop an effective marketing strategy without this knowledge.
It is difficult to market in the tech industry because the person who makes the decisions isn’t one person. It’s now a multi-functional team, which includes Marketing, IT, Finance as well as Sales.
This makes it more crucial to know the needs and concerns of each member and then to speak directly to them.
Recent LinkedIn research has revealed that nurturing prospects using relevant content is an essential element of the sales process. What is the reason this is important? They aren’t likely to talk to an agent for sales until they have at least five pieces of “relevant non-sales-focused, unbranded, and not-branded content”.
Additionally, LinkedIn’s post highlights the importance of producing content for every role on this cross-functional buying committee… at every stage in the buying process. Marketers are required to engage with all decision makers in the tech industry since they are part of a larger group and not an individual as stated in the article. It’s impossible to know which one will be first to initiate contact, who will be the leader of the buying committee, and who will have the most influence over the rest of the members.
It is crucial to devise a plan to connect, convert and influence all members of the purchasing committee at every step of the purchasing process. While it may sound difficult but, tech marketers are able to influence every member of the buying committee and gain their trust by providing continuous education. What exactly is “always-on?” It’s content that provides useful and informative information throughout the purchasing process, at any time the buyer may require it. It’s worth the effort considering that 63% of buyers prefer vendors that are always available the ball, according to Content Marketing Institute.
Challenge #2: Creating Engaging Content
The Content Marketing Institute reports that 93 percent of marketers using technology use Content Marketing. They also said that the creation of captivating content has proved to be a huge problem over the last five years. This is a significant sign. Tech marketers are aware of the importance of content marketing, but they are limited in time and resources, meaning they’re not able to produce content that is as efficient as they could.
How do you stand out in the highly competitive tech market? LinkedIn published, “Build a reliable toolbox.” It’s evident that there are numerous tools and resources available today that are free or extremely inexpensive. Marketers have access to more tools and resources than ever before to write, create, design, and create their own content without the need for external assistance. Consider the advantages marketers have reaped!
You’ve heard about the pressure that marketers in the field of technology face to stay on top of the constantly evolving world of technology. Our mission is to connect with and connect with the most creative minds within the field. It’s achievable using the appropriate equipment and tools.
Lindsay Tjepkema is the founder and president of Blueprint Marketing. Lindsay collaborates with companies and marketing agencies to expand their capacity and create marketing-related content. Her expertise in marketing is more than a decade old. She has expertise in the creation of content and execution of digital marketing and inbound strategies.