Marketing and Lead Generation Trends for Tech Companies in 2018

Every year comes with new technologies, and companies innovate and implement new ways to better communicate and promote their services to the customers. The clients’ expectations become more refined, as the B2B digital marketing strategies tend to reach them with more disruptive, cutting-edge tools and marketing campaigns.

As a Tech Company, you must keep up the pace with the last digital marketing trends and adjust your strategy in order to propel your business forward.

We have prepared for you 5 marketing levers, that once implemented bring more visibility to your brand, more leads, conversions, and sales opportunities.

Smarter and Sharper Content

Content remains the King, and the B2B world requires more accurate information and more interaction with the customers. Whether you are a software company or other techy business, you must focus on how you sell your services and what story you tell in order to persuade your visitors to become leads.

The story is everything and tech companies must tell one too. Businesses use and implement more tools and new technologies, so you must describe in a human and compelling manner what does your software/product/service for your customer and how you can improve his business journey.

Be aware of some numbers and facts:

Content Marketing produces 3 times more leads - ORACLE Content Marketing ROI Report
53% of B2B companies used in 2017 content marketing strategies - Hubspot Marketing Statistics
Content Marketing costs 62% less than ads - Content Marketing Genius Guide
The length of blog posts has increased from 800 words in 2014 to 2000 words in 2018
91% of B2B Marketers are using content marketing strategies - Content Marketing in 2018 - Neil Patel

Build a content marketing strategy. Highlight your services through a short but interactive description on your website and detail them in blog posts, white papers, and other downloadable materials.

Engage a specialized content team for:

Blog posts
Ebooks
Infographics
Videos and streaming
White Papers
Case Studies
Landing Pages

Define your audience, create buyer personas about your future business partner, choose to present interesting tech topics. Your website is the interface of our activity. Use interactive images, videos and texts to tell your unique brand’s story.

Here are some Tech Companies who Master the Content Marketing Techniques of selling without actually selling.

Marketing Automation Tools

The history of Marketing Automation starts in 1992 when the first vendor Unica was funded. It all started with the intention of automatizing the sending of emails, depending on different criteria. Businesses evolved and names like Eloqua, NetResults or Marketbright came on the market.

When digital marketing automation was born, the intention was to use a software that automates repetitive tasks, personalize emails, provides results and data about open rates.

Marketing Automation is a must for Tech Businesses because 2018 brings more sophisticated methods for targeting the messages and bringing more leads. So what platforms should you use? For your Tech Company we recommend:

HubSpot - The next level for Content Marketing

HubSpot, as an inbound marketing software business, guides companies to personalize their inbound strategy and use tools to personalize their content and support the sales process. The purpose is to increase traffic and get and nurture your leads in a professional manner.

Pardot - The Cutting Edge of Marketing Technology

As a B2B marketing automation tool offered by Salesforce, Pardot is appropriate for every business size and is built on the Customer Relationship Management system. Its purpose is to put together the marketing and sales departments in order to find the leads, nurture them and get more deals.

Marketo - Best results in smarter ways

Marketo could also be a very good option for your Tech Company because it provides relevant numbers and figures, sets clear objectives and has efficient tools for targeting the customers, and creates buyer personas in order to better understand the purchasing process.

Social Media Business Tools

Don’t hesitate and try new ways of promoting your innovative software and services in a more disruptive manner. Use for example Instagram Stories for Businesses. Instagram is not only for people but for businesses too.

You can share good content, create a marketing campaign or increase your sales on your e-commerce platform. The tip is to use a great design that doesn’t look like selling something but tells the story of your business. Even if it may look more like B2C, imagine that your ad could reach the CEO, CTO or IT Developer personally.

Youtube is also moving forward. New tools were created for custom ads at different scales. For example, The Youtube Director App was launched in the US and Canada to enable small and medium businesses to upload professional videos/ads directly from the smartphone.

ChatBot for Lead Generation

The ChatBot and Messaging are the future of digital marketing and lead generation. You can install instant messaging on your company’s Facebook page or implement a chatbot on your website. You can use a chatbot as a Landing Page to turn visitors into leads, and then collect their data and insert in a CRM tool and start the Lead Generation process.

Through instant messaging, your business can grow lead conversions and also the visitor has the chance to directly interact with your products, services or with someone from your company. Create a compelling message, quality design and use some of the available tools:

Augmented and Virtual Reality

The time has come to apply AI, AR, VR, and not only talk about them. Many companies are already creating new applications that use the newest technologies to engage their shoppers. Tech companies are for sure the most motivated businesses in applying cutting-edge innovation.

Attract new customers with interactive games and maps, 3D animations and content, AR apps, face or object recognition, interactive ways for your visitors to connect with your services using IoT and E-learning solutions. You can check some AR and VR marketing technologies, here.

Final thoughts

As a technology marketing specialist in your tech company, stay updated with the digital marketing trends that come up each year. Increase lead generation, conversions, traffic on your website, interaction with your customers and sales opportunities. The more informed you are, the easier it gets. Check also our inbound and outbound marketing expertise, and stay tuned to our blog for more useful information.