This is because IT companies often have to deal with longer sales cycles and smaller audience markets. Plus, they need to generate qualified leads first, rather than selling a product directly.
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This makes digital marketing a much bigger challenge for this industry. While we cannot know what all the challenges an IT company may face in its marketing efforts are, let’s look at the main ones and how you can overcome them to grow your business.
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Three Challenges for Technology Companies
The technology industry is constantly evolving, with new products and features being released faster than ever before. All of this change is exciting, especially for the innovative companies behind the latest technologies. However, it’s also incredibly challenging to keep up with competitors, cybersecurity issues, and changing customer habits and preferences.
In the following video we will see the main challenges for companies, not only in the technology industry but for all those that are B2B.
Here are 3 of the biggest challenges facing technology in Digital Marketing:
Make the product or service understood
For an IT company, it can sometimes be difficult to make its product or service understood, given its innovative characteristics. This is perhaps one of the main drawbacks of Digital Marketing for this industry, so it must seek the appropriate strategies to reach its target audience.
How-to videos can help you – if you sell tech gadgets, for example, instructional videos will help your customers learn how to use them quickly and efficiently. If you sell a type of software, a video can help your customers navigate through an unfamiliar process.
Very long sales cycles
In the technology field, the difficulty at the time of decision can be even greater. Typically, selling a technological solution is very complex, as the product or service is extremely specific and the purchasing process is very rational. This process involves learning, understanding what is going to be purchased and defining what the customer actually needs.
Do you know what your IT company is missing? Educating your lead. That's why the sales process is so long. Do you want to speed this up? Use a content marketing strategy. With a content strategy, you can increase your lead generation, gain authority, and generate engagement from potential buyers.
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Alignment between Marketing and Sales
Collaboration and alignment between Marketing and Sales areas is especially important in IT companies that operate in the B2B market, where sales processes are typically long and complex, with several actors involved. To obtain better results, it is urgent to bring these areas closer together through the definition of SLAs, or Service Level Agreements. The idea is to be able to create a measurable strategy, with commitments from both parties within the sales funnel .
It is important to encourage alignment with Sales, integrating Marketing at the initial point of sales, to make the process more effective and achieve the final objective, which is sales. Let's see what the importance of an SLA between marketing and sales is.
https://www.youtube.com/watch?v=M6iSZPHUGX4
Marketing solutions for IT companies
Every business needs marketing. It's the fuel you need to drive more traffic to your company's website, stay top of mind with your customers, generate new subscribers, and get leads.
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Without digital marketing, your potential customers may not even see your business in search results when they are looking for the exact products and services you offer.
With effective marketing, a technology company like yours can reach more potential customers, educate them about the need and benefits of your services, and create long-lasting customers. These customers can provide long-term revenue and profits for your business.
Of course, for any business, the challenge is determining which digital marketing strategies generate the best results.
That's why we've compiled a list of 3 Digital Marketing solutions for IT companies that can take your business to the next level.
