Top 2 Tech Marketer Challenges (and Solutions)

You are a tech marketer and you are aware of the challenging challenges that you confront. While all marketers face difficult problems, the constantly evolving technology world is adding added complexity to the marketing mix. After all, the technology industry is expanding and changing so fast that it is impossible to keep up. Of course, no one except for the tech marketing professional, who is not just charged with keeping up with the latest trends, but also keeping one step ahead of the market.

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LinkedIn released an article last week about the biggest challenges tech-savvy marketers face in the present. Here are two of those problems, with useful information that you can utilize to tackle them right now.

Problem #1 How do you determine the person who makes the final decision?

Marketers understand how vital it is to comprehend and identify the decision maker. Without this understanding it’s hard to create a successful marketing strategy to make them more palatable.

The issue with technology marketing the issue is that the decision maker isn’t just one individual. Instead, it’s now a multi-functional team that includes Marketing, IT, Sales, Operations Finance, and many more.

This level of complexity makes it all the more vital to fully understand the needs to be aware of the challenges and motivations of each member of the group and to appeal directly to them.

A recent LinkedIn analysis of groups that hold decision-making power over technology and IT purchases revealed that educating prospects through informative content is a vital element of the sales process. Why? Because members of these groups are typically not in a position to meet with a sales rep until they’ve consumed at minimum five pieces of “relevant non-branded, not focused on sales”.

Additionally, LinkedIn’s post highlights the importance of producing content for every role on this cross-functional buying committee… at every stage in the buying process. Because, as the post explains that the tech decision maker is a collective not an individual, marketing professionals are held to an obligation to reach out to and engage with them all. It is impossible to predict who will make that first contact, who will be the leader of the buying committee or who has the most influence over other members.

This is why it’s essential to develop a plan of how to engage, reach and ultimately convert every participant in the group at every stage in the buying process. It sounds like a lot of work,, but tech marketers can have the ability to influence every member of the buying committee and begin to convert them through constant education. What is “always-on?” It is content that offers valuable and educational information throughout the buying process, whenever the user may need it. It’s worth the effort considering that 63% of consumers prefer companies that remain on the ball, according to Content Marketing Institute.

Challenge #2: Creating Engaging Content

According to the Content Marketing Institute, 93% of tech marketers use content marketing. They also noted that the process of creating engaging content has proved to be a major challenge over the past five years. This tells us a lot. Tech marketers are aware of the importance of content marketing but they aren’t able to make the most of their resources and time, which means that they’re unable to produce content that is as efficient as is possible.

What can you do to be competitive in the highly competitive tech market? According to LinkedIn’s post, build a reliable toolbox. If you consider it there are more content marketing tools and resources now than ever before – most of them are free or very affordable. Marketers now have more tools and resources than ever to create, write, design, and create their own content, without the need for external assistance. Just think about what has been accomplished by marketers!

If you’re a tech marketer, you understand the pressure to stay on top of the ever-changing technology world. It’s our responsibility to not just contact and engage with some of the brightest, most forward-thinking minds in the industry. It’s possible using the right tools and resources.

This article was written by Lindsay Tjepkema, founder and president of Blueprint Marketing. Lindsay works with businesses and marketing agencies to increase their bandwidth and produce marketing content. She has more than a decade of marketing expertise to the creation of content as well as inbound strategies and digital marketing execution.

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