Marketing for technology companies should look over these best practices to boost leads and sales.

Marketing for technology companies requires a unique strategy. When an industry is hot, so is the competition. You must look to digital transformation within your organization to succeed today.

Your digital marketing strategy, done right, will drive more website traffic, high lead conversions, and more sales. It’s that simple.

Let’s look at this situation another way, one can argue that tough times call for tough, and even different, tactics. Disruptive tactics.

In fact, I would go so far as to argue that two key qualities in today’s sales force and management ranks count for more than any others: firstly, contrarian, inquisitive thinking, and secondly (believe it or not) solid sales discipline for the digital world.

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In my view, both of these qualities will be rewarded significantly more than the aggressive, even brazen, marketing/sales approaches that characterized the past. Yet, many firms still seem unable to give up their hard-sell tactics, despite all the evidence that they don’t work today, even for ‘established’ product categories, such as ERP, supply chain, and CRM.

There are many reasons that it is extra important to get your marketing right in the high tech industry.

  • There is a lot of noise in this field, so it’s difficult to make your message stand out.
  • There is a lot of competition, and it can sometimes be hard to differentiate from others with similar products or services.
  • Due to the technical nature of the industry, it can be hard to explain your products or services in a clear, engaging way.

Here are a few ways small- and medium-sized tech companies can make the most of their marketing efforts.

Marketing for Technology Businesses

If you want to grow fast and stay ahead of your competitors, you need a solid technology infrastructure in place to support your revenue architecture.

This is your MARTECH  stack. And it will do wonders for your resources and frees up tons of time. Now you can use this time to tune your marketing for high-tech products. You should be experimenting with split testing, publishing to areas where your competitors are not. Get creative here.

There are a few types of technologies that you need to make your marketing processes more efficient and scalable. And this technology foundation will generate leads and a nice return on investment for you.

But, don’t expect the technology marketing is going to cut it. You still need a clear call-to-action to get people interested in what you have to offer.  that’s where content marketing comes in.

We jumped on the technology bandwagon very early. We believe that today, every company must be a technology company. You may not be selling technology, but stop. Think about how you got here. What helps run your company?

Scott Brinker

Marketing Automation Tools and Marketing for Technology Firms

Let’s start with a few interesting stats:

63% of companies that are outgrowing their competitors use marketing automation. (The Lenskold and Pedowitz Groups, Lead Generation Marketing Effectiveness Study)

78% of successful marketers cite marketing automation systems as most responsible for improving revenue contribution. (The Lenskold and Pedowitz Groups, 2013 Lead-Generation Marketing Effectiveness Study)

Among B2B marketers, the #1 benefit of marketing automation is generating more and better leads. [Tweet this] (Pepper Global, Marketing Automation Trends Report 2014)

None of the stats above are all that surprising to me, except this one: only 10% of companies with $20M-500M in annual revenue and only 5% of companies with $5M-$20M in annual revenue have adopted a marketing automation tool. (Raab Associates, Marketing Automation 2014 Industry Overview) It’s hard for me to believe this low adoption rate among small companies.

So you will gain an immediate competitive advantage by investing in the right marketing automation tool.

Here are just some benefits you will achieve with a marketing automation tool:

  • Improved lead management and nurturing
  • Measurable results
  • Enhanced targeting and personalization
  • Seamless campaign execution and tracking
  • Increased efficiency and productivity
  • Marketing and sales alignment
  • Better customer relationship management
  • Improved user engagement
  • More sales with less resources

Check out the affordable tools designed for the smaller B2B companies. We use HubSpot, but Infusionsoft, Marketo and Pardot are both great marketing automation tools as well.

Customer Relationship Management (CRM)

A CRM system helps your marketing and sales teams in multiple ways. It helps you record interactions, manage your contacts, and gives you visibility to patterns and trends. This is critical since it provides business owners with an all-encompassing vantage point of sales.

And while CRM is considered mainly a tool for sales, it’s important for marketers because it closes the loop on leads that turn into customers. It also helps you nurture your customers and make them promoters of your brand.

It’s worth noting that there are some marketing automation systems that include CRM, like HubSpot. At Matrix Marketing Group we use about 30+ marketing and sales technologies to run our business.

Analytics Tools for Marketing for High-tech Companies

An important part of marketing is being able to monitor your success or lack thereof. If what you are doing isn’t working, you have to quickly respond and change paths. Similarly, if what you are doing is working, then you want to see why and replicate that success.

Most marketing automation and/or CRM systems provide good analytics. While most aren’t perfect and you’ll have to build some of your own reports, I’ve found that a lot of the tools continue to get better at providing more metrics and more out-of-the-box dashboards and reports.

And the best of all analytics tools is Google Analytics. It’s free and it gives you tremendous visibility into the performance of your website. You can track the number of unique visitors, page views, bounce rates, session durations, and the list goes on and on. If you haven’t set up a (free) account for your site, I recommend you do so immediately.

Take Advantage of Content Marketing

Check this out. Per dollar spent, content marketing produces 3 times more leads than paid search.

So great content marketing will drive visitors to your site. And visitors turn into leads. And leads into customers.

So here are some tips on how to make your marketing content work for you.

  • Know your audience. Know their needs, behaviors, concerns, and problems. And customize your content for them.
  • Apply the right content, to the right buyer persona, at the right time. In other words, map your buyer’s journey and use the right content at each stage.
  • Create a wide mix of content and categorized it into three areas. Top-of-the-funnel; middle-of-the-funnel; and bottom-of-the-funnel. Great content includes infographics, video, VR, blogs, eBooks, webinars, white papers, social media posts, podcasts, etc. Each of these types of content serves a purpose, so use them appropriately.

Content marketing should be your best friend. Invest in a good writer (if you don’t have one on staff) and have them crank out great content regularly. Then watch your web visits increase and your leads skyrocket. This typically happens in about 4-6 months. The wait is worth it.

You could spend thousands of dollars on advertising. But what will happen when you turn it off? You got it. So does the leads. However, with content marketing, your keywords and content are like an annuity and keeps paying off more and more as time goes by. Get it?

If you expect results overnight digital marketing is not for you. but if you apply the right strategy, experiment, in the dapped your website traffic will increase, your lead conversions will improve, and ultimately you get more sales.

Be human when marketing for technology businesses

But even in the B2B arena, you are still selling to people. So you have to be trusted (or at least earn trust) and be human. You are still working with businesses, so you want to be professional, but there are still several ways to be a professional human—not a faceless corporation.

  • Be friendly and engaging.
  • Find human problems and then show how your products or services solve them.
  • Take the time to get to know your audience and their needs.

Once I had a client that did a study and had their employees try to tell the difference between their company’s content, and their competitors. Shockingly, the test showed that the company’s employees could not tell the difference.

The problem was, all the content was hard to understand and was loaded with technical jargon. It didn’t describe the products in an easy way to understand.  As a result, the company made a significant effort to understand the buyer’s journey.

They went further and wanted to know what their audience read, how they read it, and what content platforms they read the information. With that information. they simplified their content to make it appropriate in the buying stage and more engaging.

They even changed their tone of voice so they didn’t sound robotic. So the lesson to be learned takes a look at your current content. Is it human? Is it engaging? Would a real person want to read it?

Fast and Painless – Website Redesign

The Result? A beautiful, fast, SEO tuned and mobile-friendly website.

Focusing on Integrated Marketing

When you are selling tech to business and marketing for technology, the sales cycle tends to belong. Anywhere from 9 to 18 months. So if you can reduce the sales cycle you gain a competitive advantage. According to, that cycle is only getting longer.

What this means to you is that there is now a greater focus on engagement, so you need an integrated strategy that utilizes lots of channels.

As you build your marketing plan, make sure there are many touch-points so that you remain engaged and in contact with current and potential customers from beginning to the end.

While this can seem daunting, marketing automation tools will help. You can create workflows that allow you to continuously connect with your prospects. If you’re unsure of how to create automated campaigns, consult an expert.

Capitalize on Social Media

Social media is one of the single most powerful tools for engaging with your prospects. It helps you stay connected with your customers and it will bring you leads.

The important things to remember with social media are to stay targeted, be consistent, show your corporate personality, and continuously engage. LinkedIn is by far the most popular B2B social channel, but don’t underestimate the power of Twitter, Facebook, and LinkedIn.

How Many Leads Do You Need to Reach Your Sales Goals?

Calculate How Many Leads You Need to Reach Your Revenue Goals.

Get Help for Marketing for High-tech Companies

The marketing services industry is in flux. As small and mid-sized businesses (SMBs) navigate the marketing talent gap, they are seeking performance-driven agency partners that are deep into a marketing technology and staffed with digital-savvy professionals.

SMBs need partners that can deliver integrated solutions and function as if they are part of their team. Large companies tend to look for niche expertise in core digital areas like content marketing, paid search, SEO, social media monitoring, and analytics to complement internal marketing teams.

Most small and medium-sized high-tech companies don’t have the budget to have a full team of marketers. You may have enough budget to maintain a solid leader, but to get above the competition, you need specific marketing skills to push past the competition.

Make sure you have a strategist, a technologist, a designer (both web and graphic) and a writer. If you don’t have all of these, consider outsourcing to a marketing services firm like Matrix Marketing Group.

Final Thoughts about Marketing for Technology Firms

Marketing in the high tech industry is challenging, but with the tips above you can beat your competition. Be aggressive in your efforts and don’t shy away from technology to support your revenue architecture.

And when in doubt, ask an expert if you need help with marketing best practices for marketing for technology companies.

Have something to say about marketing for high-tech? Share it with us on FacebookTwitter or LinkedIn.

Are you not getting the results you had hoped for with your current marketing agency? Let the experts at this marketing agency in Denver, Colorado help you generate more web traffic, convert more leads, and close more sales. Our team knows just what it takes to build and maintain a proven marketing strategy that drives high-quality leads. For more information, check out our marketing services or contact us to schedule a free consultation to discuss your needs and our services.

General FAQ’s

What technology is used in marketing?

Newer technologies, including GPS, DVR’s, social media, and smartphone applications, are becoming increasingly important. Two primary tools being used today are customer relationship management systems (CRMs) and social media marketing.

How does technology help marketing?

Marketing technology is making its presence known in stores. The use of digital signage is a trend that allows businesses to capture the attention of customers and market-specific products to them. Providing excellent customer service is the key to successful sales and marketing.

What is the marketing technology stack?

marketing technology (Martech) stack is the group of technologies that marketers use to execute, analyze, and improve their marketing across the customer lifecycle. The focus of marketing technologies is to improve internal collaboration, measure the impact of marketing activities, and reach customers in new ways.

What is digital technology in marketing?

Digital marketing is the marketing of products or services using digital technologies on the Internet, through mobile phone Apps, display advertising, and any other digital mediums. The development of digital marketing, during the 1990s and 2000s, changed the way brands and businesses use technology for marketing.

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