High Tech Marketing

What does your technology do? Why will it help the customer? Why should they care? Where do you stand in the industry? Why should they believe you? Are others using this technology? If so, how are they using it? How does it work?

Everyone isn’t an ITDM (IT decisions maker), and you have to provide messaging for more than the developers who may use your products and solutions. Companies buying High Tech have teams of decision makers, and you have to address what each person on that team is concerned about.

Get beyond the technical specs and tell people a story of how there’s a problem that they have (whether they know it or not) and how solving that problem will help grow their business or take some sort of business pain away (staying in compliance, streamlining processes, saving money, mitigating risk, etc.).

Even the largest companies with the best brand recognition have to capture prospect’s awareness, educate them on their products and solutions, get them into the consideration phase, and get them into the sales cycle. For businesses it might take months, and for governmental agencies it might take years. No matter who it is these prospects need to be nurtured, kept engaged, and reminded of how great you are.

If you’re doing awareness-level marketing, then serve up high level educational content. Don’t even ask for a piece of contact information yet. This turns people off and sends them looking for information they are expecting for free. IF you’re being valuable early in their journey then you’ll position yourself as an expect and become their go to resource. At this point you’ve all but won their business. If they’re searching for a specific solution or brand or model number then give them the information they’re looking for and ask them for their contact information. IF the prospect is somewhere in the middle then give them something of value, like a research paper or 3^rd party report to educate themselves and position yourself as a reliable solution compared to your competitors.

Impressions, clicks, target audiences, traffic sources, conversion rates, the amount of time between a form fill or phone call and when those leads are contacted, the conversion rates between lead -> MQL and MQL -> SQL, etc. If you’re not tracking, you’re guessing.