Lead Generation for The Tech Industry
March 25, 2024
Tags: digital marketing, google ads, HBT Digital Consulting, lead generation online, pittsburgh digital marketing, search engine marketing, social media advertising, Tech Industry,
Are you a tech marketer who wants to generate leads from tech buyers? This post will offer an in-depth insight into how to maintain them throughout the entire IT purchase process. The information below was taken from “The Ultimate Guide to Lead Generation” created by Foundry, an IDG, Inc. company.
Define Your Customer Profile
The tech market is packed with people who think outside the box yet only a minority will focus on buying a tech marketer’s product or service at any given moment. Therefore, exploring the identity of an ideal customer including demographics like age and gender, firmographics like company size and industry, pain points like the challenges that the customer is looking to face, among other ones, are all very important in creating more effective marketing campaigns.
Apply Intent Data Early
Did you know that 91% of tech marketers use intent data for their marketing content creation? Intent data shows the digital behavior and buying traits to give tech marketers a more complete picture of a potential customer. Do you want to target an audience with high-intent? We recommend using Google Search, Display, or YouTube campaigns to reach these individuals who are ready to learn more, inquire, and purchase!
Target The Whole Buying Committee, Not Just The IT Decision-Maker
In 2023, it was estimated that on average, 25 people are involved in the entire IT purchase process which is already five more than in the year before. Out of all of them, CIOs are responsible for most of the decision-making. They may be second-in-command at some points, but overall, they’re still the primary players in the IT purchase process. IT employees make their technical requirements. Line-of-business managers and CEOs determine the business need for the solution and mark down their approval. Interested in targeting by job title, seniority, or position? If so, we recommend using LinkedIn Ads!
Educate Your Customers
91% of tech buyers cannot find effective solutions in the market, so successful lead generation must involve providing valuable content for buyers. By creating a strong connection with the target audience through content, you can capture them as potential customers. Try publishing buyer’s guides and use research to draw prospects in.
Put Your Customized Content in Front of The Buyer
Share your content across channels where you maintain a digital presence rather than waiting for the buyer to find it by themselves. If you share the content on social media, blogs, email newsletters, and other channels as well as personalize it for different target audiences, you will drive higher engagement and leads. Analyst research and independent product reviews are effective content. For example, one type of this content is white papers which are educational in that they break down a problem and solve it. These often increase conversions.
Nurture Leads To Customers With A Customized Approach
Let’s say now you have tech buyers who might soon be interested in purchasing your product or service. To get them to convert, you must have your sales team nurture these leads for good. There are some rules of thumb to follow if you’re using a third-party vendor to generate leads to help you know for sure if these are reliable ones to nurture. Reconsider if you only received activity on only a little bit of the content offers you provided the vendor. Reconsider if a significant number of your leads, i.e. at or over 20%, cannot recall your content. Reconsider if your leads generate high bounce rates at or over 10%. All in all, always make sure your vendor is churning out legitimate leads for you. A marketing qualified lead (MQL) is a prospective buyer who needs more time before officially becoming one in the IT purchase process. Email marketing can be an effective part of a nurture strategy as each MQL will determine on their own response to sales team’s emails or lack thereof, whether or not they move further down the funnel with a follow-up that is closer to purchase. The more effective the nurture strategy is, the higher the number of MQLs who will become customers later.
Social Media Advertising Case Study – EPIC Software Development
Thank you for reading. We hope you learned a lot from the article and will continue providing you with more great content. Let’s briefly touch upon a case study HBT Digital made about its social media advertising for EPIC Software Development (EPIC). EPIC offers enterprise software development solutions mainly for healthcare and banking. An opportunity arose for EPIC when they wanted to use Facebook Ads to generate leads for their projects. HBT Digital created a successful detailed strategy on the platform involving custom audiences and consideration and conversion campaigns. Click here to read it.