Our world has been profoundly changed by the digital revolution. Today, we are witnessing how the business world is adapting to conscious customers who no longer accept the traditional marketing methods. Customers now know they have the power and have many options competing for their attention.
And, when it comes to lead generation of niche businesses like B2B tech, there is a whole other story to tell because we are talking about selling complex technologies with high price ranges that can alter an organization's business processes. This is why B2B sales cycles tend to last for weeks, even months.
In this environment, generating quality leads translates into becoming a trusted brand whose identity, marketing actions, and product features are in line with one another. This is why a growth mindset is imperative for tech businesses. Only then can you establish a sales pipeline that will bring you sustainable success.
So how can B2B technology companies embrace the growth mindset in all marketing activities? How can you build lead generation strategies in this competitive B2B tech market?
Simple. Check out our compilation of game-changing marketing and lead generation strategies for tech businesses below.
To reach and attract quality leads, the first step is to know who the target of your offerings is. These personas should be semi-fictional representations of the stakeholders in the sales process that typically include a budget holder that usually has the final say, the
champion who finds your solution beneficial, the influencers who have an indirect impact on whether the deal will close, and a blocker who has the power to stop the deal from closing.
But when it comes to the B2B tech industry, we are talking about an average of 8.2 stakeholders who are involved in a B2B buying decision process. These decision-makers include C-level executives, technical and financial experts, people who are negotiating the legal terms, gatekeepers, and even IT vendors that the company is already partners with.
Hence, defining your personas should be the first step for identifying not only your targeted leads but also what demands your umbrella brand or different solutions provide for.
Now, let’s have a look at how to gain data for persona creation:
In order to lead and attract your qualified leads, you need to be visible to them: 74% of B2B buyers do about half of their research online before they make a purchase.
This is why search engine visibility is crucial for your tech business. It is because, through this visibility, you can reach and attract high-quality leads as they look for solutions you can provide.
So before you take marketing actions, first, make sure you have a well-designed website or a simple landing page. Because no matter the action you make, it will lead people to your online assets, which are the digital representation of your tech business. Hence, it needs to be well-optimized and attractive for a good user experience. And, keywords play an imperative role in your SEO (search engine optimization) activities to become visible.
Only after you make sure you have an attractive website and landing page can you move on to marketing actions that will reach & attract leads.
Although paid media requires a budget, if you have just started your business and aim to make a name quickly, you can allocate a budget for paid media along with content marketing. The most popular paid media channels include Google Search, Facebook, Instagram, LinkedIn, Google Display, Universal App, and Native Advertising Platforms. And here are the strategies for raising awareness:
Google Search: Make sure you add paid search campaigns in your marketing efforts to get quick results because they will help you reach your target audience without struggling with complex SEO algorithms.
To launch a search campaign, you need to do keyword research and analyze your competitors' keywords. During this phase, you can utilize tools like Semrush and BuzzSumo.
Facebook/Instagram: Facebook and Instagram offer a variety of ad formats from single image to carousels while offering detailed targeting options. This will empower you to benefit from the demographic info you gather from these ads and apply them to your other marketing activities.
You can also target lookalike audiences who are likely to be interested in your product because they have similar characteristics to your existing customers.
LinkedIn: One of your main B2B paid actions should include LinkedIn ads. Because the niche audience you target might not be using other platforms as they search for high-tech solutions. Consequently, it enables pinpoint and high-accuracy targeting in B2B that will bring you high-quality leads.
Google Display: In Display advertising, you can get traffic by displaying banners on YouTube, websites, or related applications.
Also, keep in mind that YouTube is a great tool that creates emotional engagement. Hence, as a B2B tech business, it might be useful for promoting your high-tech product in a more engaging manner.
Universal App: If your tech product is a mobile app, or includes one, you can specifically benefit from Google Universal App Campaign Placement. This is because, with Universal App campaigns, you can promote your app on other apps, Google Search Network, Display Network, Google Play, or YouTube.
Native Advertising Platforms: These platforms offer you a higher click-through rate (CTR) than typical display ads and allow your ad to blend in organic content on a website. Adding these platforms to your paid actions will empower you to reach your leads since today's customers value branded content.
Sponsored Content and Native Advertising Platforms
In Isoline Communications’ Content Marketing Insights survey, 78% of tech B2B marketers found that the best way to generate leads was through content. In your content marketing activities, you need to focus on various forms of content including social media posts, blog posts, and, especially for B2B businesses: ebooks, infographics, and webinars to reach your audience at the right touchpoints.
The topics you focus on in different mediums will be what differentiates you from your competitors. Because when it comes to tech businesses, you need to show that you are a thought leader in your niche industry to gain trust and turn your visitors into prospective buyers. Only then can you attract them with a call to action in your content offerings and get their contact information.
So, when you research topics, make sure you offer information and value to your audience. In doing so, you can analyze your competitors' offerings; track industry trends, forums, and customer surveys to understand your audience's goals and challenges.
Also, one important thing to consider is creating content according to your buyers’ journey. For instance, if you want to raise brand awareness, make sure you offer inspiring content while avoiding technical jargon. Because in the awareness stage, you need to explain how your product solves a particular problem. So, always make sure you target the critical keywords of your industry with SEO activities and focus on how your customer is searching for you. For example, they may not search for you as "the best ERP vendor"; instead you can reach them if you include the long-tail keywords like "how can I improve my business processes".
Social media is a powerful tool to connect with your audience with a conversational tone. To generate leads as a B2B tech company via social media, make sure you benefit from the best practices for each social media platform. Here are the growth tactics for B2B tech companies to utilise these platforms:
LinkedIn:
Facebook:
Twitter:
Instagram:
Youtube:
Youtube is the second most popular search platform after Google. For this reason, it is very effective to create content in the titles that you think your target audience would search. You can use the following tactics in gaining new subscribers and increasing viewership rates:
Ad content aims to encourage customers to discover a product, but real product experiences are the most reliable way to attract potential customers. And this is where Earned Media comes to play.
Earned Media is the content that includes recommendations, reviews, reposts, word of mouth, or shares. Below are the types of earned media that will empower your B2B lead generation strategies:
Types of Earned Media
As a B2B tech company, one of the most effective lead generation strategies is offering free trials. In this way, you can provide prospective customers with a solid opt-in offer to show the benefits of your product or service. These trials can focus on how your solution ensures a quick ROI and automates certain business processes, etc.
Hence, to reach high-quality leads, make sure you add a free trial section on your landing page. It will not only help you attract prospective buyers into your sales funnel but also encourage them to give you valuable feedback about your product and services.
Lead generation strategies cover only the first phase of lead management. And lead engagement and nurturing are the game-changers for your tech business to ensure an unbreakable B2B sales funnel. If you want to benefit from our growth services for end-to-end lead management and gain a competitive advantage, we are ready to help.