Most Tech companies operate in a very competitive environment, and the leads generated by marketing account for more than 50% of the opportunities signed by sales reps. This represents a significant financial slump that needs to be maximized by implementing automated and sophisticated processes to achieve the goals set for the company. In these circumstances, implementing a marketing automation platform is a breeze.
But what are the priorities in implementing this strategy once that choice has been made? What are the main points not to be missed? To answer this question, we need to understand why it has become so important to take the digital turn.
1. Relevant and personalized content anywhere, anytime:
Interacting with prospects has become 100% virtual, and the need for engagement has never been more relevant. Companies and decision makers take more time to analyze and compare different providers. Hence, tech companies need to provide as much content as possible for buyers to make their choices. The more personal and relevant the experience, the higher the conversion rate.
A marketing automation platform that includes Web personalization characteristics can help you to discover content and choose from all available assets that are most relevant everyone of you audiences.
Your prospects and customers expect you to understand them and anticipate their expectations by offering fresh and customized content.
2. Webinars are a must and this won’t change anytime soon:
In today’s lockdown environment, most of your customers are likely to be working from home, and all marketing events have become completely virtual.
Whether it’s demonstrating your solution (demo is the most important CTA), sharing feedback, or taking a stand on a specific area of your market, there are many reasons to have a more “real” interaction with your prospects through these famous webinars to have. All technology companies use these resources to attract new prospects or simply to stay in touch with their installed base.
With marketing automation, you can deploy a campaign fully integrated with your webinar hosting platform that manages invitations, reminders, attendance and follow-up in just a few Clicks.
3. A long-term relationship that allows you to build trust:
In a B2B environment tThe purchase itself usually doesn’t take long, but the process that leads to it can take months or even years, depending on your offering and the complexity of your buying cycle. It is therefore important to align your content strategy with your sales cycle and ensure that your prospects, like your customers, have a long-term relationship with your company.
A first strategy is to analyze your content production. What content is available to you (whitepaper, thought guidance)?, Demo videos, etc.)? How often do you publish? new content? Which channels do your employees use to consume this content? Once you have defined all of these variables, Marketing automation helps you Create multi-channel maintenance programs that match your sales channel and show the most relevant content too each of Your prospects. With just a few clicks you can Run your Web personalization Strategy and build a strong one and personalized Relationship with your audience.
D.do not forget it Consider how you want to react to each interaction and how you rate your potential customers.
4. Account-based marketing or how you can focus your marketing and sales efforts on your target audience:
The implementation of an ABM strategy often requires a certain level of maturity (number of years on the market) and a certain volume of data (number of contacts in the database)), but it is one of the main areas of development for many technology companies. By identifying a “typical” customer, you can identify the most relevant segments for your offering and implement cross-channel campaigns to help your sales teams.
A marketing automation platform like Marketo Engage can enable you to execute your strategy more quickly Thanks to its segmentation, artificial intelligence and reporting functions, they remain fully aligned with your sales teams.
5. Measure the success of your actions
It is a never-ending question what the real effects are Your Marketing campaigns Your pipeline? In order to answer this, it is important to be able to correctly assign the first contact with your potential customer to the correct campaign. Marketo Get involved and most of all Bizibeloffer solutions to trace the origin of a prospect thanks to their multi-touch attribution model.
In most cases, technology sector companies choose to implement a personalized attribution model that suits their sales cycle. From the first contact to the close of the deal, they can track the assignment and weight of their actions.
After all, most companies in the technology sector generally have a more complex IT stack, so our integrations will help scale the investment, generate the most qualified leads for sales, track and measure the impact marketing has on sales.