Simplify Your Technology Marketing

Break through the complexities of marketing with this plan.

We live in an age of complexity. With the array of marketing initiatives available to you, especially with the booming popularity of digital, it can be overwhelming to put together a plan you think will be successful.

How do you figure out the best initiatives to market your product or service to the technology industry?

Chris Boorman, senior VP of education and enablement and CMO of Informatic, explained it best in an article on BtoB Magazine Online when he said “everything is becoming much more complicated and my biggest challenge is trying to work out how I can use all these channels available to me as an integrated outbound program to generate business.”

Take it one step at a time. I have put together a simple plan to follow that may help you break through this complexity and get your marketing started, so you can see results.

  1. Determine your goals and objectives – what is the reason you are marketing? To generate more prospective clients (lead generation)? To generate more awareness for your brand (brand awareness)? To be seen as a thought-leader in your industry and generate followers (thought-leadership)? Figure out what you want to get out of your efforts and make sure it is clear.
  2. Identify your audience – who you want to talk to will determine what you say, how you say it, and what tactics you use. If you want to generate more leads your messaging would be directed to possible clients in your industry. If you want to generate more awareness for your brand your messaging should be geared more towards the general technology industry. If you want to be seen as a thought-leader find a specific group, like OEMs, you can specifically gear your messaging to.
  3. Pick your tactics – having clear goals and objectives and knowing your audience will make it easy to find the tactics that will yield the best results. Email messaging and webinars are a great way to reach a specific audience and gather information on them. Print and banner ads with industry publications are a great way to hit players in your industry and get your name out there. Posting valuable content on a blog is a great way to generate conversations and followers.

You are marketing in a complex industry, with complex terminology and technology. Go into it more confidently by following this plan.

  • In what ways are you able to simplify your complicated marketing plans?

BtoB Magazine Online Article: Thriving in the age of complexity

Photo Credit: @Doug88888 via photo pin cc

Chris Fuller
About Chris Fuller

For over 20 years, as a partner of thinkdm2, a digital branding and marketing agency, I have helped simplify marketing for many clients. Intelligent Systems can be quite complicated, and marketing them even more so. I enjoy making the complex simple. My blog, Simplexity, is an attempt to put my experience to use for Intelligent Systems Marketers.

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