Let’s imagine that your company is a ship, you are the captain and your marketing is your compass. Where do you want to go? And where exactly is your marketing taking you? Are they the same place? That’s important, and that’s our goal as captain, to lead our company (or ship) to its destination.
Unfortunately, it’s not always the case. Many company’s B2B tech marketing is steering their ship off course. You don’t have to be a part of the Pirates of the Caribbean, but your marketing should be a lot like Jack Sparrow’s magic compass — constantly pointing towards the thing you want most, or where you want your company to be.
Marketing as your tech marcom compass
Your marketing may not be magic, but it definitely should be pointing your company in the direction you want it to go. I think we can all agree that there are many digital and traditional marcom choices available today. What is worth your time and effort? Which tactics will take you in the direction you want to go?
For example, organic search empowers buyers to find your brand, but only if you put in the effort to optimize your website’s performance. In 2017, this is most likely already a priority, but this is just one tactic. Your social media may not be sending the correct message to your audience, or your eBlasts may have a 1% open rate. Choose tactics that are effective for your company and they will get you back on course.
Today’s B2B tech marketers compete 24/7 for buyer attention on the internet. They are ready to engage buyers at any point in the buying cycle. Are you a major player? Successful B2B tech brands compete online, offline and on mobile. They don’t make up the rules of the game. That’s just the way it is. So you need to create a marketing strategy that plays to the rules and moves your company forward.
Let’s list a few “givens”
With almost 40 years of B2B tech marketing experience, we have seen a lot. Trust us. Here are a few marketing tactics that we believe to be givens in 2017.
#1: Your website has to be optimized for search performance. When buyers search the internet for solutions, you have to be there with page one solutions.
#2: Your inbound and outbound tech marketing has to be seamlessly integrated.
#3: Your brand has to be promoted as a leader.
#4: Digital AND traditional, all your marketing communications have to work in harmony to reach a common goal.
#5: Competitors are constantly trying to take your position and bigger players aren’t going to give up their spots easily. So be ready.
These are musts for your B2B tech marketing compass. They should be guiding your company away from dangers and on the path of leads, sales and success. If you are having trouble using your compass or just getting your ship back on course, we would be happy to be your Jack Sparrow.
All marketing tactics should be thought of as part of a larger whole, rather than separate pieces. By strategically integrating all tactics, the programs become more effective and cost efficient. An Integrated marketing communication plan helps you meet real business objectives – generate leads, grow revenues, gain market share, and become the leading brand.
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.