B2B marketing for technology companies, it’s a world of constant flux.
With so much change, where do you even start?
That’s where we come in!
Whether you’re a B2B tech marketing veteran or fresh to the industry, this guide will set you down the path to success.
Keep scrolling for this year’s ten winning strategies!
1. Email marketing
Email is a constant in B2B marketing for technology companies. Global email users are estimated to reach by 2025.
Want direct communication with your audience? Email is what you’re after; it gets you straight into their inbox.
You own your email list in a way that’s not true of other channels. If LinkedIn went down tomorrow, you’d still have your email list.
Yes, building an requires time and effort. However, the payoff is an open line of communication with prospects and existing customers.
Email marketing isn’t a difficult marketing strategy. It won’t break the bank, either, if you’re using
Email enables you to share your value drivers as you nurture your leads.
Segmented email lists mean better personalisation and more conversions.
And what makes email effective?
An upbeat tone wins every time. Positive and friendly emails boost your response rate.
Keep your emails short.
Often your reader is on the go. Condensing your copy ensures that every line serves a purpose.
Highlight your value too; it pays to stand out. You could link to ungated content, or throw in a freebie.
Can you get email marketing wrong?
Yes – avoid e-blasts at all costs!
An e-blast is an untargeted “spray and pray” approach to email marketing.
You email as many people as possible and hope that something sticks.
E-blasts are invasive, impersonal, and worst of all, ineffective. You’re spamming people who often have no interest in your product.
So what does effective email marketing look like for tech companies?
Let’s explore some examples:
Introductory emails
You’ve got one shot to make a first impression.
An introductory email aims to:
- Introduce yourself and explain why you’re reaching out.
- Add value in a way that comes across as both creative and informative without being too focused on selling.
Drip campaigns
You can build strong relationships with leads using a drip campaign.
An introductory email, as discussed above, can
Usually, a couple of email sequences that offer your leads some value without pushing for a demo.
If your content is useful, the leads will consider you a valuable contact.
And the purpose of a drip campaign?
To warm up the lead until they’re ready to convert.
But not all drip campaigns are equally effective.
Demand Generation Manager at Cognism, said:
“There’s a drip campaign in a lead gen world and a drip campaign in a demand gen world. They both have different goals.”
Let’s take a deeper look 👀
Lead gen world goals
A typical marketing funnel is the foundation of a drip campaign in a lead gen world. The stages are awareness, consideration and decision.
Tim explained:
“The aim of a lead gen campaign is to push from awareness content to consideration and decision content. The marketing team considers them sales-ready if they engage with all of this.”
The lead is pushed through a marketing funnel to become a(MQL).
What’s the issue?
You’re forcing the lead down an artificial funnel. Often, they’re not ready to buy!
Demand gen world goals
The objective is completely different in a demand gen world.
Tim told us:
“The goal is simple – keep them engaged. Get them within what Cognism CMO Alice de Courcy calls our ‘value loop’. It’s about keeping them involved in our media machine.”
How is this different?
They come to you when they’re ready to buy rather than forcing it.
And the result is greater efficiency.
Our inbound nurture provides engaging and value-led content in a variety of formats.
