Working Technology Marketing Strategies and Tactics

What is the first rule of tech marketing? Don't make it sound like you're trying to sell anything.

This is something we've learnt over the years when selling software-as-a-service (SaaS) to highly technical consumers, but it's also a nice reminder of how marketing should be done in general. It shouldn't have a commercial vibe or sound to it. However, some of the tried-and-true marketing methods that work to other audiences won't work when it comes to promoting products or services to a specialized niche inside the IT sector.

Buyers' Decision-Making Processes in Technology

The SaaS buyer's journey begins like any other: your target audience becomes aware of a problem and seeks solutions from others in their community. They may post a query on social media or in an online forum to see what their peers think.

They usually have a mental checklist of a few essential elements that must be met before they would proceed. They want to know how your solution addresses their problems first, just like any other consumer. They're curious as to which other businesses are employing it. Then, especially if it's an enterprise software solution, they'll need to confirm it with their IT staff. They want to know how your solution works with the technologies they already have. They must check that it complies with their company's security standards. Last but not least, they want to know how much it will cost. If your product ticks all of their boxes, they're ready to give it a try.

This level of assessment is crucial. They are unlikely to return if they cannot receive sufficient answers concerning security or if the free trial does not provide a positive experience. It's critical to give tools and support at this point to help them grasp the value and alleviate their fears.

IT executives may become some of your finest ambassadors once they're on board. They'll be eager to tell others about your answer. You could even be able to cooperate with resellers if it compliments other technologies.

7 Effective Technology Marketing Strategies

1. Be succinct and straightforward.

When selling to a highly technical audience, marketing copy should be clear and succinct in any business.

2. Show rather than tell

Prospects should be able to tell who the solution is from within seconds of viewing your web page.

• What issues are you resolving for them?

• Why is your technology superior to other options?

• What type of outcomes might they anticipate?

• What other solutions they already use and how your technology connects with them?

3. Go where the audience is.

Knowing where to go for your target market is half the battle when it comes to technology markets. It is for this reason that buyer personas are so important. Interviewing current consumers, analyzing existing data, conducting a survey or focus group, or doing audience research are all options. You must understand how your target audience spends their time online.

4. Make it simple for people to experiment with your solution.

Because most technology customers want a free trial, you must make yours as simple to use as possible. To remove any hurdles to get started, the form should include as few fields as feasible. Consider offering users a few other ways to try it out.

5. Increase your documentation efforts.

Whether your technology marketing is aimed at buyers who are just learning about your product, actively assessing it, or routinely utilizing it, they are eager for additional details.

Now is the perfect moment to:

• Create comprehensive user manuals.

• Share playbooks or scripts that will assist them in resolving specific issues.

• Create demonstration movies that guide you through the solution's inner workings.

• Organize webinars with a variety of applications and use cases.

6. Share information for the community's benefit

While highly technical audiences may be wary of overt promotional marketing, they are enthusiastic about sharing information for the larger good. There is a plethora of ways to promote your business while also giving back to the community – and many of them are free. When contributing to them, the goal is to be useful rather than promotional. This is not the place to announce your latest blog article or new product.

7. Stress the importance of software security aspects

Security has always been vital, but in the wake of the epidemic, it has become much more so. A data breach caused by a third-party supplier has been reported by nearly 60% of businesses. As a result, when IT leaders examine your software, they will go through a rigorous review process. You'll need to make sure you've done your homework with your security team and have the necessary paperwork.

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