Tech B2B marketers have long wrestled with a paradox: techies hate marketing, yet they are constantly on the prowl for fresh information to help them do their jobs better. The trick to engaging with these highly educated, skeptical audiences has always been the same: be in the right place at the right time with the right answer. What’s changing is what we mean by “right.”
These days, the right place is as likely to be a mobile device or social network as a website or event. Our research and programs are proving how effective LinkedIn and Twitter, for example, can facilitate interaction with highly targeted global markets.
The right time can happen at any time now, not just around events or product launches. Tech B2B marketers are learning how to use automation and apps, fueled by content strategy, to deliver instant response to end users, specifiers and buyers. But not all interaction can be automated: increasingly, community managers are embodying the knowledge and responsiveness of the brand to the market.
The right answer is taking more varied forms, from 140-character bursts to highly visual, interactive assets. In particular, detailed infographics and how-to videos are becoming indispensible for attracting techies looking for answers.
The right approaches for tech B2B marketing vary for every company, product and service, and they evolve rapidly. So experiment with new channels, new modes of interaction, and new content types. If you need any help, please give McBru a shout.