People always ask us, “How did Schubert b2b get into marketing technology?” The answer is simple: we didn’t get into it. B2B tech marketing is who we are and what we were founded on 39 years ago. We were born out of technology. It was a natural progression from computers to communications work for companies like Unisys, IBM, AT&T, Southern Telephone, Digilog Systems and SEI.
We had a fundamental idea…Many tech companies needed the best top-tier agency support to compete with anyone (especially big companies with even bigger budgets). The industry was underserved. Agencies didn’t understand the technology, and marketers didn’t understand marketing communications. As a result, trade magazines were filled with jargon-filled ads which didn’t capture attention, create excitement or build brand leadership.
How did it happen?
Well, we found out most agencies didn’t have the B2B technology marketing experience.
It didn’t take long to prove that assertion. We attracted a lot of attention. Our clients won readership awards all over the place. The agency racked up a ton of awards from marketing organizations. I attribute this success to our ability to understand the needs of technology companies.
This is a unique advantage we still offer today. We’re at ease with complicated technology in its many forms and complex tech markets. Our writers, artists and B2B technology marketing experts are the MASTER TRANSLATORS. We’re proud of that because message clarity and simplicity builds preference for tech brands.
The internet has placed an increased burden on tech companies to generate content that informs, educates and differentiates their brand’s unique capabilities.
Why focus on business to business?
In B2B, there is a lot of complex technology. Software, biotech, electronics, instrumentation, you name it. What it takes is an understanding of B2B buyers and buying cycles.
Unlike consumers who will buy on a whim, B2B buyers need nurturing. They need to engage with your website, advertisements, press releases, and more. They need to feel confident in their choice for a vendor. Let’s face it. In the business to business industry, people can lose their jobs if they don’t choose the right solution or company.
We understand B2B buyers, we know B2B technology, and we bridge the gap between buyers and B2B tech brands. What’s important is a clear Unique Selling Proposition (USP) to differentiate your brand from your competitors. This takes a careful analysis of your market situation and buyers.
Only once you know your buyer personas and USP are you able to effectively reach the market. This kind of strategy is our strong suit. It’s also our favorite. We love to tell your story.
In B2B tech marketing, tactics should be thought of as part of a larger whole, rather than separate pieces. By strategically integrating new and traditional marketing tactics, your marketing program become more effective and cost efficient. To learn more about how you can increase your lead generation and overall marketing, download our free eBook: Modern Integrated Digital Marketing—A Better Path for B2B Technology Marketers.
Joe Schubert founded Schubert b2b in 1978 to raise the performance of tech marcom to new heights. Before falling in love with B2B marketing, Joe started his professional career as a computer engineer out of Villanova and University of Pennsylvania, and worked for companies including Unisys, IBM and AT&T.