From savvy content creation and quality lead generation to accurately deploying and measuring success on all channels, B2B and technology marketers must bring a wide variety of sharp skills into the “ring” every single day. But what winning moves do they have in their corner? This is an important question, given that technology purchase decisions often pose unique challenges for buyers — and, therefore, require laser-sharp targeting and one-of-a-kind content.
Business professionals in all types of industries strive to improve their strategy and invest more into marketing efforts, but who’s already well on their way to being ahead of the competition? Tech marketers. So…how do your marketing skills match up? Think you can bob and weave with the best of ‘em?
Check out our Marketing Showdown infographic to see what happens when tech marketers put on their boxing gloves and face off with their B2B peers - and how each can pack quite the marketing punch!
It’s a Marketing Showdown! B2B Marketers Go Head to Head with Tech Marketers
PRESENTING THE GREATEST MATCH IN HISTORY
GETTING READY TO RUMBLE:
of tech marketers
are currently using
as part of their
Go Head to Head With
markets are complex,
varied and have a number
of different factors affecting
them at any given point in
time. In turn, all B2B
marketers need to be
nimble — they need to “ﬂoat
like a butterﬂy” and “sting
like a bee” in order to help
turn the customer purchase
journey into valuable sales.
But what’s unique
about the technology
punch within the B2B
It turns out that tech
marketers are a special
breed, and have some key
strategies up their sleeve
to meet the unique needs
of their market. Here’s why.
YOU’VE HEARD IT BEFORE:
CONTENT IS KING (OF THE RING)
Technology marketers know this adage better
than anyone — they are more likely to use content
marketing than any other type of marketer.¹
of tech marketers
are actively trying
But only 61%
expect to invest
more in content
TECH MARKETERS ARE ALSO JUST
SLIGHTLY AHEAD OF THE COMPETITION
WHEN IT COMES TO CONTENT CREATION.
Tech marketers are
content than they
were one year ago.¹
B2B peers are creating
content¹ — giving tech
marketers the slight
Tech marketers have to produce high-quality content that
will stand out in a marketplace saturated with competition.
What’s more, that content must be published quickly, before
the message expires as the industry evolves.
EYES ON THE PRIZE:
Top priorities of the tech marketer are a mashup
of engaging content creation and lead generation.
The biggest challenge B2B marketers
cite in regard to lead generation is
generating high-quality leads.3
This is even further ampliﬁed in
the technology marketing space.
A whopping 91% of tech marketers
say that lead generation is an important
goal, making them the most focused on
lead gen of all types of B2B marketers.¹
LEAD NURTURING: 80%
BRAND AWARENESS: 79%
OTHER KEY GOALS FOR
TECHNOLOGY MARKETERS INCLUDE1
THE KNOCKOUT PUNCH:
VARIED STRATEGIES AND SOCIAL MEDIA SAVVY
Tech marketers are a bit more conﬁdent in their ability
to track ROI than general B2B marketers.1
of tech marketers plan to increase spending
on marketing in the next 12 months.
For both B2B and tech marketers, social media no
longer lives in a silo but instead is a vital component in
the success of many integrated marketing campaigns.
of B2B marketers
say that they are
Find out more about how LinkedIn
can help tech marketers knock down the
competition. Visit http://lnkd.in/TechKnockOut
of tech marketers
say they are
of tech marketers who have a
documented content marketing
strategy are successful in this area.
of B2B marketers use
LinkedIn to distribute
content (which makes it
the most-used social
marketers believe that it’s
the most effective social
Content Marketing Institute. B2B Technology Content Marketing: Benchmarks, Budgets and Trends – North America. 2015.
Regalix. State of B2B Content Marketing. 2015 Research Report. http://www.regalix.com/wp-content/uploads/2015/02/State-of-B2B-Content-Marketing-2015-Research-Report.pdf.
B2B Lead Generation Trends 2013. http://www.slideshare.net/hschulze/b2-b-lead-generation-report-2013.
Content Marketing Institute. B2B Content Marketing: Benchmarks, Budgets and Trends – North America. 2015.
While every type of marketer has certain
individual strengths, the best marketer is
someone who takes marketing techniques,
both old and new, and executes them in an
overall integrated marketing strategy.
Technology purchase decisions pose unique
challenges for tech buyers, and tech marketers
know supporting this process requires a
tailored approach to content.
Social media is the tech marketers’ ring,
content is their punch, and platforms like
LinkedIn are always in their corner.
Tech marketers use an average of 15
marketing tactics including social media,
blogs, case studies and in-person events.¹
By comparison, B2B marketers utilize
an average of 13 marketing tactics.¹
of technology marketers
are using LinkedIn as a