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FOR TECH MARKETERS
At this point, it’s becoming common knowledge that the
tech purchase journey is long, winding and invol...
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The Tech Marketer Content Survival Guide: 2 Important Rules to Live By

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Sometimes being a tech marketer feels like being lost in the deep, dark woods without a compass, doesn’t it? You have a better chance of running into a bear or floating down the river without a canoe than effortlessly navigating the terrain to find your tech buyer. Because the tech purchase journey is a long and winding road, your best tools to build a meaningful relationship with customers is through winning content that is relevant and tailored to each critical phase of the sales funnel.

In fact, a major obstacle noted by 80% of tech decision makers is the struggle to find quality information along their path to purchase and 72% of them are specifically looking for reliable and accurate content.

So what are the rules of the road to ensure success with tech buyers? Let us be your guide!

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The Tech Marketer Content Survival Guide: 2 Important Rules to Live By

  1. 1. FOR TECH MARKETERS At this point, it’s becoming common knowledge that the tech purchase journey is long, winding and involves many, many people. But in order to locate these tech customers in a meaningful way, the relationship you build and the content you share will help you on your journey as a marketer. In part 1 of this infographic, we’ll shine a light on two essential rules to guide you on the road to create #winning content for every stage of the tech purchase journey. Make all your content toolkit interactive, simple, accurate and unbiased. The most essential content is: Interactive. Interactive content has more fuel to convert buyers – in fact, it converts buyers moderately or very well 70% of the time, compared to just 36% for passive content.² Simple. A major obstacle cited by 80% of ITDMs is being able to find quality information that is not “overloaded” with jargon and confusing wording.² Accurate and unbiased. 72% of ITDMs cite “reliable and accurate content or information” as being important.³ 69% point to “straightforward, unbiased coverage” as a top characteristic.² 45% of tech marketers say content creation and management is their second most successful tactic.¹ SURVIVALGUIDEBOOK Part One Content That Sells – And Keeps Selling A Two Important Rules to Live By TEC-BYR 77% Case studies 69% White papers 67% Videos 63% Webinars 61% Research reports RULE #2 Reach! Tech buyers need to become familiar with you and your product. Your content should highlight: Trends, strategies, management and technologies² Blogs and newsletters (particularly helpful now)4 74% of buyers choose the company that’s the first to add value to their buying vision.5 Nurture! Tech buyers need to discover more about your product and refine their short list. Your toolkit should focus on: Demos, best practices, how-to’s and checklists.6 67% of tech decision makers are more likely to consider a brand that educates them about a solution throughout each stage of the buying process.6 RULE #1 Stay tuned for part 2 of this infographic and discover what important Rule #3 is. We promise that the tech buyer journey doesn’t end here! http://lnkd.in/SurvivalGuide The most effective tech content tools are1 : Step 1 REACH NURTURE ACQUIRE Know what content your tech buyers need at each critical phase of the sales funnel. Step 2 Collect! Tech buyers need to validate their final purchase decision. Your content should focus on: ROI tools, calculators and product demos6 Solution videos and detailed tech guides4 Reviews and case studies6 This is the best opportunity to hook the customer and deliver the exact solution they need! Step 3 TO BE CONTINUED ¹ UBM Tech 2015 Tech Marketing Priorities Study, October 2014 | ² Enhancing the Buyer’s Journey: Benchmarks for Content and The Buyer’s Journey. June 2014. Demand Metric Research Corporation ³ http://www.marketingcharts.com/online/it-decision-makers-top-content-needs-49754/ | 4 http://eccolomedia.com/eccolo-media-2015-b2b-technology-content-survey-report-vol1.pdf 5 SAVO Techniques of Social Selling: Just Do It! 2014 | 6 Nurturing the IT Committee, August 2014
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Sometimes being a tech marketer feels like being lost in the deep, dark woods without a compass, doesn’t it? You have a better chance of running into a bear or floating down the river without a canoe than effortlessly navigating the terrain to find your tech buyer. Because the tech purchase journey is a long and winding road, your best tools to build a meaningful relationship with customers is through winning content that is relevant and tailored to each critical phase of the sales funnel. In fact, a major obstacle noted by 80% of tech decision makers is the struggle to find quality information along their path to purchase and 72% of them are specifically looking for reliable and accurate content. So what are the rules of the road to ensure success with tech buyers? Let us be your guide!

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