Breaking Bad… Marketing Habits
As a marketer, have you ever wondered whether or not you’re doing your marketing right? I’ll admit, I second guess myself all the time: Am I building the right content? Am I measuring the right metrics? Am I telling the right stories? Am I delivering the right results?
It got me thinking about what I can do to help tech marketers gain exposure to the tactics and strategies that we see working and how we can reform some of our habits of yesterday to meet the needs of today’s buyer (and our ultimate client: sales).
See, in my role, I get the really unique position of helping tech marketers translate their goals into content, media and overall marketing strategies based on what their target audience (our network membership) is telling us they want. I’ve been working on a little piece that I like to call “Habits of Today’s Most Successful Tech Marketers.” I’ll actually be diving into a session on these habits at this year’s TechTarget ROI Summit in Boston. While there are lots of habits my team and I have been working to compile details on, I figured I’d take a minute to share 3 of the top habits today’s most successful marketers are employing:
- Covering the entire technology lifecycle: While we all seem to get the concept of covering the buy cycle with our content (even though we might have some gaps) what we don’t often realize is that the buyer’s content need doesn’t end with the purchase. Buyers need implementation information, troubleshooting details and ultimately end-of-life content. What’s more, this content can be gold for sales teams. We all know that generating more from an existing client is much cheaper than generating a new client. If we can track an existing client’s interactions with support, upgrade or end-of-life content, we can identify when there’s an opportunity to upsell that client. By giving sales that insight, he or she can make faster progress, and generate quicker revenue for the business.
Effective tech marketers build (and measure) content that covers the technology lifecycle. Tweet this
- Measuring contribution: Today’s B2B buyer is leveraging 10 or more channels to do his or her research and downloading 4 or more pieces of content before he or she is willing to put you on the short list; yet, when we’re measuring the channels we leverage for content distribution, we’re doing it, more often than not, based on a first (or last) touch attribution model (the channel that generated the first/last touch, gets the credit). But, what if the channel that produced the second touch with that lead, also generated 3 additional touch points with that individual- and maybe 4 more with the account? Isn’t that channel driving more mindshare? With so many different channels to choose from, it’s important to measure which channel is generating the best engagement levels for your brand (from your blog to your landing pages through to your social networks & media partners.)
Effective tech marketers are moving from first/last touch attribution to total engagement attribution. Tweet this
- Enabling sales: Yesterday, sales reps got contact info from marketing, sent a few emails, made a few calls, and ultimately found some opportunities. Today, it’s nowhere near that simple, even for the best of the best. Buyers are enabled by content, engaging sales later, and when they do, they’re expecting a whole different conversation. On the very first call, a buyer expects a sales rep to be able to speak to how his or her organization can implement the technology, based on his or her company size, industry considerations, and current technical infrastructure. The pitch needs to be just as personalized as the content. To help sales compete, marketers are working to not only pass along contact details, but to augment that information with the prospect’s activity. This data details what the buyer has consumed, from where, whether or not his or her company is exhibiting project behavior and even whether or not the account is predicted to close. This insight can help sales not only personalize the pitch for better conversion, but prioritize the territory for faster progress.
Effective tech marketers don’t just deliver contact info – they deliver contact & context intelligence. Tweet this
If you’re a Boston-based tech marketer, please join us at the event this fall. It’s a free event and I’ll be walking through 10 habits just like these. If you’re not Boston based, but interested in learning more, or perhaps hosting a session to review these habits with your marketing team, feel free to connect with me via email, Twitter or LinkedIn.