Solving The B2B Data Marketing Challenge For Technology-Reliant Products And Services
Business-to-business technology marketing has its own unique hurdles and learning curve. The requirements for having the proper kind of marketing data to successfully offer particular technology-based products and services can differ greatly depending on what you sell.
Sell technology to a more generalized market, such as simple accounting software or document management software. It may be simpler to source data that is suitable for your campaigns if you determine a market segment, target company size, and revenue. This is because these types of technologies are more broadly applicable. After that, it goes without saying that you’ll need to find a source for technological decision-makers who are broadly responsible for accounting software or document management software. You should be able to obtain a respectable supply of potential leads for your CRM by either purchasing a list of technical leads or subscribing to a database of IT decision-makers. Once you have this source, you are set to go.
When your product or service is based on another technology, however, generic lead sources are just not good enough. You need to be able to validate your company and contact data far more carefully before it is suitable for your campaigns. When selling products that are dependent on another technology, the market is not as obvious, and it is absolutely crucial to know what technology your target company is using prior to adding it to your ecology of prospective leads. If you do not know what technology your target company is using, you cannot add it.
Qualification and lead account profiling is the solution to this problem, and anything that does not qualify should not enter the lead pipeline. If you do, you will end up with an incredibly inefficient marketing machine. For instance, a company that sells an application through the salesforce.com app exchange needs to qualify each target organization in their system for “if the company is using salesforce CRM.” This is the bare minimum need. Further lead profiling that accounts for the number of salesforce users in the company, as well as other more specific questions, will not only help improve the quality of the marketing data you are working with but will also provide you with more information on which to base your approach and message.
Even while it takes more work to qualify, profile, and create your marketing data slowly and methodically, having strong data will pay off in the long run because you are creating a more qualified base of possible clients rather than pursuing businesses that might prove to be dead ends. We have previously dealt with organizations whose software testing tools are designed for Java-using businesses, those whose application performance software only operates in EMC-using data centers, and those whose software services serve only Microsoft-using businesses. Oracle usage was a question that a corporation developing web and database applications had to answer.
Their goods typically rely on the use of another technology, and in order to develop their marketing data, they wanted to qualify and profile their target leads in order to create better marketing lists for their employees.
Frequently asked questions:
Which three trends are influencing B2B marketing?
Product-based, service-based, and software-based organizations make up the three main categories of B2B marketing firms. Businesses that offer tangible goods to other businesses are referred to as product-based B2B enterprises. Businesses that provide services to other firms are referred to as service-based B2B businesses.
What makes B2B marketing a challenge?
B2B drives you to experiment because there are numerous paths to purchase and numerous stakeholders that have an impact on each and every purchasing decision. You must experiment with various forms, messages, and channels in order to send the correct message to the right audience.
How does B2B marketing work?
Businesses that market to other businesses, or B2B, build demand for their products and services. B2B marketing includes a number of content types and is similar to B2C (business-to-consumer) marketing in that it can take place both online and offline
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