In the consumer world, evolving technology is all around us. It was only four years ago that Amazon launched Alexa, however, this year home voice recognition technology was the main billing at CES 2018, with both Google, Amazon (and now Apple) expected to do battle over the top spot in the years to come.
In the world of B2B, technology innovations often don’t have the glitz and glamour of the B2C market – but by no means does the market lack a cutting edge.
Technology within the B2B sector is changing the face of industry (see ‘Industry 4.0’ for reference) ranging from manufacturing to logistics.
With over 15 years’ experience in the sector, here are some our top marketing tips for promoting your technology.
First impressions count when it comes to a website. More often than not, a potential customer’s initial touchpoint will be through your company website.
If, as a technology company, you’re looking to position yourself at the forefront of innovation, with corresponding brand messages, then your new and existing clients will expect your website to reflect that.
It may seem obvious but companies need to showcase their capabilities in a sleek and modern fashion, with cross-platform responsiveness.
The latest technology can be difficult to explain – it can be hard to concisely talk about a product or solution that is new to the market.
One way to tackle such messages is to evaluate and convey the key features and benefits, alongside explanations on how it will change working practices in the sector(s) it is used in.
Keeping it simple can assist in engaging audiences that, in the first instance, may not understand the technical aspects of the technology. However, once the core messages have been explained, then you discuss finer details at the later stages of the potential customer’s decision-making process.
You can’t expect new customers to stumble upon your product, solution, or even your website, by chance.
A constructive strategy will focus on getting your technology’s key features and benefits to the right audience, on the right platforms, at the right time.
Using a marketing agency that has specific experience in the technology sector as your partner can assist in evaluating the strategy for your business.
If you want further information on marketing your technology in the B2B sector, feel free to contact us here.