B2B Technology Marketing & PR
The technology sector covers quite a broad-based description of fast-moving, fast-changing companies who are typically electronics-based, digital electronics, software, and/or make things with new technologies.
Technology companies often have a very long buying process which means that there’s a need for a high touch marketing and sales process to match. Successful marketing in the technology sector requires education around complex products and solutions and content marketing to resolve any customer concerns, buying obstacles and to answer potential questions. Clear messaging and communicating the benefits of complex products and solutions is a challenge for many technology companies, who look for help to lose the jargon and communicate simply and effectively.
Larger technology companies also want support with their channel partners and distributor business models to provide on brand, targeted and consistent marketing materials and sales tools via a sales/channel partner toolkit to improve the marketing/sales process.
A complete demand generation strategy is required to support the whole marketing and sales process, including digital marketing tools such as social media, emailshots, remarketing and retargeting, digital advertising and automation.
Both directors at FIG worked in this sector previously and have drawn on this experience in FIG’s 25-year history to work with some key IT players in the marketplace. In 1996 FIG specialised in corporate communications and worked with BT for several years producing internal and external newsletters. We also provided communications support, including writing case studies, web content, marketing literature, channel partner content, and event support for international whiteboard manufacturer Promethean and global printer manufacturer Brother. Other key clients included Servo Computer Services in Matlock Bath and Stone Computers, now known as Stone Group near Stoke on Trent.
Niche technology sectors
Today, FIG’s technology clients typically sit in very niche markets, specialists in their field who are providing innovation across the world. Companies such as SRL Traffic Systems who are the leading UK and Ireland temporary traffic light and intelligent traffic system manufacturer for the traffic and events industries. As a marketing and PR partner, FIG supports the management team with PR, content marketing, social media management, design, campaigns and LinkedIn articles. Temperature Electronics Limited (TEL) who are world leaders in airflow monitors and controls is a long-standing FIG marketing partner. TEL has no marketing function in-house and therefore rely on our team to provide, digital, social media, design, PR, videos, email marketing and content marketing. A M Bromley, who are innovative electronic designers and own the brand of Tire Monitor Systems for the OTR haulage tyre market have worked with FIG for several years and we manage their digital presence and marketing collateral. The Ace Centre is a charity but as a provider of specialist services that support individuals with complex learning and communication needs including assessments, training and resources, it is very much a technology company. As a marketing partner FIG has supported the Ace Centre team with a wide range of activities including website support and development, communication with partners and stakeholder engagement, brand development and messaging, design assets, case studies, videos and award entries, email newsletters, content and imagery and PR.
Typically, these innovators are very good at what they do but are often reticent about shouting about their products and services. That’s where FIG can help and we become their outsourced marketing team, providing specialist support as and when they need it. With our experience of working and supporting the B2B technology sector for over 25 years, we understand the challenges they face communicating their technical products and solutions, ensuring they are accessible to everyone.
Putting in place a targeted, consistent and sustainable demand generation strategy, will ensure technology companies receive the right traffic to their digital platforms and help to educate prospects and generate leads.
The long buying process of high technology companies means content marketing is king. Writing good quality, relevant content for a website can help with SEO rankings (search engine optimisation) but helps with your demand generation strategy to educate prospects, answer questions and resolve buying obstacles. Content can be in the form of blogs, videos, social media posts, case studies, LinkedIn thought leadership pieces and image-led infographics.
Channel partner/distributor toolkits
Whether it’s a dedicated partner portal or a simple downloads area or simple online depository, channel partners and distributors will appreciate marketing and sales support to help sell your products and solutions. This could be as simple as Point of Sale materials, datasheets and case studies, to sales presentations, sales briefs, social media image banks, emailshot templates and language translations.
Branding and messaging
Often not given too much thought for some technology companies, getting your brand and messaging right can have dramatic effects on the marketing and sales process. Ensuring your brand and messaging is consistent, on point and relevant to your audience is paramount.
Achieving visually appealing content online and in your marketing materials will provide greater engagement and effectiveness. Stock technology photography and over used colour palettes in the industry have created a staleness and inability to differentiate. Design can help companies to stand out, be bold and concentrate on their key strengths and capabilities.
The technology industry can use case studies to great effect, as they can be used to demonstrate innovation and talk through complex solutions with clear benefits in mind. They’re fantastic for educating the marketplace but also as a sales tool to showcase products and solutions.
PR should be a staple part of the technology marketing mix. To generate greater awareness of your solutions and of your brand, to protect and grow reputations as well as to launch new products and maximise results at a trade show. Mix media relations with trade press staples as well as business press for the best results and if there is time use budgets to target sectors where your technology will suit best.