What brings revenue to your organization? Is it about Brand, Marketing or Sales? or is it the intrinsic value of the products or service you provide to your customers. I was talking to a prospect, who is a director of a mid-sized, technology company. He asked me if digital marketing and content marketing can bring revenue to his organization. If I invest in b2b technology marketing for search engine marketing, search engine optimization, will it bring revenue for me in this quarter? Will your content can sell my technology? What is the role of content in technology business?
I was presenting about various marketing processes such as content automation, b2b campaign marketing, Data-driven marketing, display advertising and many more, again he brings back the question, what will I gain during this quarter. I was trying to understand what his challenge is? Is he having cash flow issues? No, there is no challenge on cash-flow. Is he doesn’t believe in a brand, marketing and the process? He said I am okay with my cash flows. I have tried all these b2b marketing processes, and it is not working for me. For my case, my team or I need to talk to the prospect. Marketing oversell my product values, sales folks undersell my product value, and creating a brand is not an immediate goal for me.
He said it is not about our USP or unique. It is about my belief, my purpose of my business. When a prospect approaches me, he believes in my purpose, he believed in my belief. All these social media marketing, direct marketing email are all for you guys to make money. If my prospect does not find in my belief, he doesn’t value to the purpose of my business, and then there is no role for all these brand building exercises, it just a cost burden. I am retaining my customers to 99%. This applies to my case for me as well, and if my customer does not believe in what I am doing, then, there is no place for me as well! I reserved my comments and moved on!
Well, it was a bit harsh communication from his end. The lesson I studied is one, the fundamental of business survival is its cause, its purpose or its belief. If that is not visible, not translated, then there is no future for the product/service or the company itself.
Following week, I have met another business owner in technology space. He called me to do Market analysis and build a competitive landscape. He wants us to do market analysis: It includes demand side and socio-demographic criteria such as age, job title, gender and customer buying behaviour.
Following Marketing Strategy And Functional Areas Were The Areas of Work
What are the motivations and purchasing behaviour?
Study of the competition with Porter’s tools and derive competitive landscape.
Prepare a detailed diagnosis from an internal and external analysis in the form of a SWOT (Strengths – Weaknesses – Opportunities – Threats).
Prepare how marketing can translate the organization values and mission.
Marketing Objectives And Strategy
Marketing objectives in line with strategic initiatives and resulting from the analysis, they specify the goals such number of customers, type of customers, geography reach, and provide quantified targets within the time band. Further down, segmentation of the prospect and selected targets, product positioning for differentiation.
Marketing Objectives And Strategy
Marketing objectives in line with strategic initiatives and resulting from the analysis, they specify the goals such number of customers, type of customers, geography reach, and provide quantified targets within the time band. Further down, segmentation of the prospect and selected targets, product positioning for differentiation.
Bot, the directors, have different thought process towards marketing and business. I think both are right to their point, it depends on the immediate goals of the company. The first one have success without doing the marketing process, and he believes or purpose or mission is sold, and he is satisfied with the number of customers acquired.
B2b Technology Marketing
In B2B, and especially in the tech industry, you don’t want someone to “sell” you a product but to help you find solutions! Never sell your product. Provide experience. This is what should guide your marketing strategy: stop selling products, bring solutions. Values have to marketed. Benefits have to be conveyed like stories. Content and content types play a crucial role in telling stories.
B2b Market Research
Besides, today, research is done on through digital, tablet and smartphone. And sellers want information that is not only credible, but relevant, educational and that provides real solutions. Your target prospects want to know how your services/product is going to solve their problems. They want to know it in just a few clicks, especially in the fast-moving digital world. At the same time, the sellers also want to know who the customer is?
What is their buying behaviour?
What do they want?
What problem are they solving with our product and service?
What is their expectation from my product?
What information or help we can provide them to buy our product.
Effective Marketing Strategy
The characteristics of an effective marketing strategy can be summarized quite simply and quickly. The sales number must be positive for the respective product as per plan. The product or the name of the company should become known in the market place. They should have become a topic of discussion in social media. The costs and time involved should be controlled, and ROI must be positive.
Ideally, a successful marketing strategy will arouse curiosity, feelings and buyer’s emotions. In addition to ideas and plans, product values need to be promoted regularly. There is no point in just keeping your product values within the organization. No one will go and hoping that customers will immediately pick it up and memorize it. In this respect, in technology marketing, product value should be communicated as often as possible, precisely and uniformly. Hence, b2b Content plays a crucial driver for b2b technology marketing. Content marketing plays a vital role in marketing and sales of technology products.