10 Things Every B2B Tech Marketer Needs to Know
For B2B tech marketers, it's crucial to understand the real value of the technology you're promoting - whether it’s a simple consumer product or a complicated enterprise service.
The real trick of technology marketing is learning a subject (one which may be completely foreign to you) quickly and efficiently. When that subject is a complex technology tool or service, you might feel lost trying to comprehend everything there is to know.
While I can’t give you a crash course in your client’s work—only they can do that successfully—I can offer 10 tips for every B2B tech marketer to help them optimize their approach.
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1. Timing is Everything
As quickly as the technology industry evolves and grows, timing is everything. When researching any topic related to technology, or when sourcing a statistic or fact, it’s crucial to ensure you’re looking at the most current information available.
Always check the dates of studies and surveys. Even something published a year ago might not reflect the current reality of the industry. If a stat is pertinent to your whitepaper, blog, etc., and you can’t find the same stat for the most recent year, a good rule of thumb is to not go back more than two years or to qualify the data with a disclaimer.
2. Curate Content
Keeping tabs on the industry will help you curate the best content from thought leaders, customers and other important figures. Taking in a great deal of information from all of these sources can inspire your marketing efforts in other areas. Curating content will also provide a fuller picture of the technology industry and how it’s talked about in different channels.
First, you need to learn how to listen on social channels (primarily Twitter and LinkedIn), which content to pay attention to (influencers, competitors), and how to use it.
For example, once you’ve been promoting curated content for several months on social media, you can see which posts received the most clicks, and then develop blog posts on similar topics.
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