The main marketing objectives of any technology company are to create awareness, privilege, value, efficient decision-making and acquisition.
B2B marketing efforts in the technology industry are competitive and reaching the right audience is often a challenge.
However, experts advise that knowing how to communicate business goals and issues to decision makers is critical to technology marketing success.
Unfortunately, there is no marketing strategy without challenges. That’s why Cyber Security Marketing Specialists at GetUpLead This article details seven technology marketing pitfalls and how to solve them.
7 Common Marketing Challenges and How to Solve Them
1. Focus on experts, not consumers
Your marketing should focus on your customers’ level of understanding. Treating them as perfectly informed insiders does not support their decision-making process. Plus, you’re not respecting their time because you’re not delivering digestible information. No matter how great your technology product or service is, it still needs to deliver business benefits.
Your marketing team should meet your customers at the decision-making level. At this level, it’s important to deliver consistent, clear, and accessible resource value.
2. Use Industry Jargon
People have short attention spans. So, as a marketer, you only have a few seconds to grab the attention of your website visitors. In those few seconds, use your marketing efforts to make your product relevant and valuable while creating a desire to learn more. Filling your content with industry jargon is a waste of everyone’s time. Because jargon-laden content makes no sense in perspective. So, instead of creating an experience, content alienates it.
When marketing your content, it’s best to speak the language of your prospect. Your message should convey the information the user needs without leaving any space for them to fill in.
3. Buyer’s travel not included
Marketing is not a point solution. It is continuous. If you get your marketing efforts right, you can guide your customers and prospects to make a buying decision. Often, technology companies fail to define the buyer’s journey. Unfortunately, this is critical to the success of your marketing strategy.
Instead of focusing on immediate revenue, tech companies are best served to spend time understanding their target audience and buyer journey. In this way, marketing efforts can complement the continuum of the entire buyer’s journey.
4. Push instead of tell
Unfortunately, technology marketing sales are marked as strong. Sending unsolicited emails and phone calls means you don’t understand the buyer’s decision cycle. Therefore, this method is rarely successful.
An important lesson for technology marketers is to understand what a prospect needs to learn before making a purchase. Therefore, it is best to create engaging and useful content to help users understand their needs.
5. Reliance on fantastic claims
Using outrageous claims in your marketing materials is a way to lose your credibility. Even if your technology product has great value, making exaggerated and unreasonable claims can quickly devalue it.
The solution to this challenge is to use compelling stories and compelling data to share the value of your product. It’s best to do it to your audience’s satisfaction.
6. Tech for Tech’s Sake
The world of technology is competitive. However, many brands sell their technology to other technology markets instead of decision makers in charge of marketing budgets. Unfortunately, this tactic only diminishes the real value of the technology. Without delivering real and necessary value, your technology will not find support among decision makers.
Technology marketers must make a business case for their product. And it goes beyond technology. No matter how impressive, a successful technology needs to offer a business benefit or solve a business challenge
7. Ignoring customer needs
Summarize the issues discussed so far and get to know and understand your client. The main goal of any marketing strategy is to understand the customer. Because marketing to prospects is about building relationships. Tech brands that fail to understand and meet their customers’ needs are spinning their wheels and speaking in a vacuum.
You can solve this challenge by understanding your customers and investing in meeting their needs. It is also useful for individuals or organizations to understand the problems they are solving. Additionally, illustrate without explaining how your technology will impact their business and build trust.
Steps to success
A mistake in technology marketing is not understanding your customer. However, knowing your customers and determining how your technology can help them is a step towards success.
You can also overcome the challenges described in this article and work with an expert with the right skills and understanding of the technology industry to achieve your goals.