3 Scary Technology Marketing Mistakes to Avoid This Halloween

Garrett Mann
Garrett Mann

Director, Content Marketing

In an attempt to make sure your marketing strategies remain safe on the spookiest of all holidays, we have come up with a short list of 3 of the scariest mistakes to avoid this Halloween:

1 – Don’t assume buying decisions are made solely by one person

Buying enterprise technology is a team sport and 61% of all buying teams are made up of 5 or more members. In fact, 30% of teams have more than 8 and almost 20% have 10+ members. The days of focusing on a single contact in a lead spreadsheet are over and it’s time for marketers to start taking account-based marketing seriously. In order to get ahead of projects and create the most influence with the entire team, it is absolutely imperative for marketers to surround their target accounts.

2 – Don’t make it easy for technology buyers to ignore your content

One’s content is only as good as its distribution channel. Any effective marketing plan revolves around having quality content and you have undoubtedly spent a lot of time, effort, and investment creating that content. But just creating good or even great content is not enough. If the right buyers can’t find your content, then your marketing plan is destined to fail. In order to maximize your marketing success, it is critical to make sure you choose the right content distribution partner.

3 – Don’t take a one-size-fits-all approach to global demand generation

Overall, enterprise company filtering is generally acceptable in North America – however, marketers should think twice about applying filters when expanding into international markets. When you look at company size statistics by country, it reveals a great international opportunity, but also many fewer organizations at the largest company segments. Marketing organizations that do not adjust expectations based on this reality often have slower growth because they unnecessarily limit their initial target segment. Before you consider running any international demand generation programs, you must get your market facts straight, or you will most likely be disappointed in the results.

Happy Halloween

Make sure your technology marketing efforts don’t fall victim to these evil errors.

If you have any more marketing horror stories to share, feel free to leave a comment or connect with me on Twitter or LinkedIn.

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