7 Key Marketing Strategies for Technology Companies

The way enterprise technology and software companies need to approach marketing themselves is evolving and it is imperative to leverage tactics that will produce real results. In the face of increased competition for attention on digital channels, technology companies in the B2B sector can struggle to reach the right decision makers on the right channels to increase their sales funnel. The ability to connect with these decision makers about an important issue, goal or challenge to their business can have a dramatic impact on the success of most any enterprise technology organization.

So what's a technology company to do? To maximize their investment in marketing initiatives, organizations should look for strategies and tools that have the most potential to engage decision makers by proving that they understand what challenges their target industry faces, that they're a thought leader and have a unique solution that can provide substantial ROI.

Towards that end, we'll look at some of the best ways technology companies can do just that. Here are seven key marketing strategies that enterprise tech companies can use to transform how they market themselves.

#1: Original Video Content
Video content as a marketing tool is becoming extremely prevalent with technology companies to introduce their solutions. While someone might not have the time to go through a product or company datasheet, almost everyone has the time to watch an entertaining, engaging two or three-minute video about a solution that might be of value to them.

#2: Influencer Marketing
Business leaders and enterprise decision makers often look to others who are experts in their field when evaluating new technologies to purchase and implement. Technology companies are increasingly partnering with influencers to up their credibility and social media reach.

#3: High Value Content
The amount of digital content being generated today is astounding. And it ranges from high-quality, unique content all the way down to content mills and “clickbait” that people don’t necessarily get much out of. The same is true for content in the B2B technology marketing space.

#4: Live Event Integration
It might seem counterintuitive, but with so much emphasis being placed on digital marketing, face-to-face interactions are becoming that much more important. While much of the time enterprise solutions can build a case for themselves solely via digital channels, many tech buyers want to get to know their partners in person to separate contenders from pretenders.

#5: Marketing Automation Tools
A critical part of staying on top of, contacting, and nurturing leads for enterprise tech companies is employing marketing automation tool. To build a sustainable, and predictable, revenue model you’ll need to have automated systems for collecting leads, building a marketing pipeline, segmenting contacts, and marketing to them on a consistent (and intelligent) basis.

#6: Existing Customer Re-Marketing
One of the best, and often most overlooked, ways that enterprise technology companies can increase revenue through marketing efforts is their current customers. By having systems, processes and programs in place to re-market to active customers, you’ll be able to build out an infrastructure that facilitates consistent retention, upsell and cross-sell of additional products, features and services.

#7: Interactive Tools & Experiences
Interactive content has been an emerging trend in enterprise technology marketing for some years, and it’s evolving in many interesting ways. Things like calculators, assessment and other tools lend to deeper engagement and higher quality lead generation because prospects are more invested in the outcome.