7 Tips Marketing Technology (MarTech) Companies Can Use To Make More Sales

What Does The Marketing Technology Landscape Look Like Today?

With the vast number of marketing tools on the market today, you may feel overwhelmed when it comes to promoting your MarTech product. In fact, companies are projected to spend more than $7.4 billion on crafting engaging B2B marketing strategies. MarTech companies with $500+ million in revenue plan to increase their budget by 27%, while MarTech agencies with less than $10 million in revenue will make a 12% increase. This is why marketing leaders are on the lookout for solutions that prioritize automation and efficiency, meaning your technology marketing company must prove that your product is better than your competition. How can you demonstrate that your MarTech solutions can help organizations achieve their goals and differentiate themselves in their niche?

Marketers are looking for the best marketing software available, and there are various elements they want to add to their tech stack. Automation platforms are at the top of their priorities, while team collaboration and communication software is also in demand. Account-based marketing (ABM) tools, customer relationship management (CRM) tools, customer data platform (CDP) tools, digital asset management (DAM) tools, and Search Engine Optimization (SEO) tools are all integral parts of a tech stack. Analytics tools, like Google Analytics, are also necessary to track and measure content marketing performance. Lastly, social media management (SMM) tools are widely used to schedule social media posts, track their performance, and measure your brand’s overall online presence. So, what can you do to land more sales in this competitive industry, regardless of your software niche?

How Can You Make Your Marketing Technology Company Stand Out?

Know Your Clients

Getting to know your buyers means crafting detailed personas. This is no easy feat; you must conduct research and interviews. You may approach MarTech stakeholders, including marketing directors, marketing ops, and digital, email, and social media marketers. Ask them insightful questions, like what is currently missing from their tech stack that would solve a big issue. You should also ask them what they value most in marketing tech solutions. Is it price, integration with their systems, or data-gathering capabilities? Also, what annoys them the most about onboarding new solutions, and what are their biggest headaches?

Craft Clear Brand Messaging

To be considered one of the best content marketing agencies, you need to build a strong and memorable brand image. Marketing for software companies should be powerful, from the tagline to your business’s mission. To craft your messaging, you need to focus on your findings regarding your B2B audience’s needs and problems. Let them know that you are aware of their worries and that you have the best solution on the market. Don’t forget to use adjectives that create positive emotions and make customers feel good.

Build Trust

If you’re wondering how to get more people to buy your product, the answer is fostering trust. But how can you do that? Well, your marketing technology’s digital content should be helpful and show B2B companies how you can solve their problems. Your content must instill confidence in your potential clients and make them see how your MarTech software can accelerate growth. Maybe you’ll need to proceed with landing page optimization to ensure your message is clear. These practices make a buyer’s journey easier and convert them to clients quickly.

Incorporate Measurable Methodology

Your B2B marketing strategy includes between 7 and 13 touchpoints before gaining a qualified lead. Unless you use measurable and detailed MarTech methodology, you may not know whether your B2B internet marketing is reaching your audiences. Even if you do reach them, you won’t know whether your pitch was convincing enough to turn them into buyers. Therefore, you can’t understand what corrections and modifications you need to make to generate leads and increase sales. That’s why you must implement iterative testing to reach peak performance.

7 Effective Marketing Strategies For MarTech Companies

1. Thought Leadership

The starting point of any small business marketing strategy is building authority in your niche. Startups in the marketing technology sector must position themselves in a highly competitive landscape and build credibility and trust. To achieve that, you should start showcasing your deep knowledge while expressing unique ideas and solutions regarding common challenges in the field. What is the best medium, though, to reach your audience and prove yourself? Content like podcasts, webinars, blog posts, and conference speeches is ideal to help you reach potential leads and build integrity. When you present yourself as not just another professional in the MarTech world but as an innovator, buyers come to you with minimal effort.

2. High-Quality Original Content

What lives at the core of a marketing strategy? High-value, original content engages potential buyers and shows them that you have the solution to their struggles. While everyone has time to watch videos online, people’s attention spans are diminishing, so you must maximize your opportunities. Create a short video for your software marketing, explaining in simple words how it works. Include storytelling as your delivery vehicle, make it fun, and include detailed tutorials. You may also organize webinars to deliver high-quality live demonstrations and connect with your B2B audiences. Additionally, you can ask satisfied customers to offer their testimonials, which provide you with added credibility. When you write blog posts, study what your competitors talk about and how they approach each subject. Find a way to do what they do, but even better. And, last but not least, it’s important to include dofollow backlinks in your articles to gain search engines’ trust.

3. Industry Influencers

If you want to know how to become an influencer, understand that, first, you need to connect with already established influencing figures in the marketing technology industry. Then, to build a powerful software sales strategy, you need to invite influencers to your webinars and live events. However, why should they accept your invitation among all the others they receive? You must build social credibility by publishing informative blog posts, whitepapers, and case studies. Increase your following on LinkedIn and other credible platforms. Connect with your clients and potential buyers, and follow other MarTech leading figures. Once you’ve created a strong social media presence, influencers won’t hesitate to join you at an event. You may also give out your presentation slides in exchange for contact details. Audiences are more likely to hand out their emails if influencers vouch for your credibility.

4. Email Marketing

Wondering what you are going to do with all these email addresses? You can craft your B2B lead generation strategies and reach existing and potential clients. You can personalize your message to fit each company’s needs and explain how your MarTech services can benefit them. This idea is great for both small business content marketing and larger companies, as you can include high-quality content in your emails and nurture your leads. You should also segment your emails to fit the varying needs of your audience. For instance, first-time visitors require a different approach from existing customers and potential investors. These tactics help you build your brand and highlight your uniqueness among your competitors.

5. Crisis Communications

The best marketing team must be prepared for the arrival of any crisis. It’s not a matter of if something unexpected will happen, but when. The majority of companies worldwide have an emergency communication plan set. Your marketing technology company should be prepared for extreme weather, cyberattacks, product recalls, reputation issues, and PR incidents. All personnel must be able to communicate with each other and share valuable information to tackle the crisis at hand. However, employees should not receive irrelevant messages and get flooded with information they can do nothing about. Communication should be targeted. This step is crucial for marketing tech solutions, as it keeps you prepared for setbacks.

6. Live Events

No SaaS B2B marketing guide would be complete without this step since many tech buyers still prefer face-to-face interactions with their potential partners. It’s a great way for startups to build awareness and present their brand to the MarTech world. In this case, you must create a presentation that makes everyone say, “Wow!” Seasoned businesses can increase their lead generation, collect their contact details, and set follow-up meetings to boost sales. Live events are great for top MarTech companies to not only engage with their audiences in a low-pressure environment but also educate potential buyers through workshops.

7. Customer Remarketing

No competitive marketing plan template should skip this often overlooked step. Just because a B2B client made one purchase does not mean their journey is over. By having systems in place, you can remarket to existing clients and upsell and cross-sell additional products and services. As you build long-lasting and trusting relationships, you can ask them to join your referral program. Moreover, you can build a community where all customers can join and discuss pressing matters. You should also join the conversation and establish thought leadership through the content you share. Do you have a new eBook or webinar coming out soon? This is the ideal space to share the news and build anticipation.

Challenges Marketing Technology Companies Face

Strategic marketing leadership often assumes that MarTech customers have deep technological knowledge and waste their time with indigestible, complex information. Instead of treating your leads like experts, explain the qualities of your MarTech solutions comprehensibly. The same logic applies to email and content marketing. Don’t overcrowd your messages with jargon and unnecessary data no one is interested in reading or hearing about; it will drive buyers away. You should focus on speaking their language and pinpoint how your marketing technology service will assist them. But don’t be too pushy. No one wants to feel pressured to make a purchase. So, avoid sending unsolicited emails and cold calling. Offer helpful, informative content and let them approach you. Lastly, many marketers in the MarTech industry promote their technology more than its benefits. It doesn’t matter if you believe your technology can change the world. You must show clients how you plan on doing that and which specific problems it targets.

How Is AI Changing The Landscape For Marketing Technology?

Generative AI is reshaping the way content marketing experts organize their B2B digital marketing strategies, and your MarTech company shouldn’t avoid exploring this field. Using AI in business can streamline and automate time-consuming and mundane tasks while offering creative ideas. MarTech services can also create content easily and personalize it based on individual preferences. Some of the best AI marketing tools are even more advanced, offering SEO, coding, and copywriting. AI does not make grammar or syntax mistakes the way humans do and can identify SEO mistakes to improve text quality. Moreover, buyer-specific AI tools can scan your customers’ inboxes and other data and recognize their preferences. Therefore, you can curate your content marketing ideas accordingly and suit their needs to drive sales. By better comprehending your audience’s interests, you can improve your decision making and promote your MarTech solutions effectively. However, AI has its limitations and can’t be trusted wholeheartedly by marketers, as it can offer misleading information. That’s why you need to double-check the data to ensure accuracy.

Examples Of Companies That Increased Sales Using MarTech Strategies

Marketing technology has become synonymous with building a strategic marketing plan for most conglomerates. Netflix, for instance, started using data analytics to understand each customer and provide targeted recommendations that fit their interests. As a result, they increased retention by 25% and content consumption by 130%. Sephora, on the other hand, utilized the magic of Augmented Reality (AR) to allow customers to try on makeup products virtually, which increased their conversion rates by 36%. Another company that invested in MarTech is Nike, with their impressive social media campaigns that gain unbelievable traction and generate qualified leads. Moreover, Amazon leveraged Artificial Intelligence and Machine Learning to deliver personalized ads to its customers. Their click-through rates increased by 50% and their sales by 30%.

Why Your MarTech Company’s Software Needs To Be Listed In Niche Directories

Targeted exposure, increased visibility, and enhanced credibility are key elements for any MarTech content marketing campaign. So, how can you increase your visibility and gain qualified leads with very little effort? Well, by including your marketing technology products in niche directories. Not only will you generate leads, but since niche directories have less competition than larger directories, you have a better chance of ranking higher. When you list your sales and marketing technology in niche directories, you become visible to an audience that is already interested in your offerings. Therefore, these leads are much more likely to convert. Additionally, customers tend to trust a MarTech business immediately when they see it listed in a relevant directory. It shows them that you are already an expert in your field. The submission process is very easy. First, you need to locate the most popular directories and read the guidelines carefully. Take time to create an intriguing listing highlighting your unique abilities and why you are an authority in this area. The directory administrators will review your submission for accuracy and publish it. Make sure to keep checking it and implement any corrections or additions.

Key Takeaway

B2B companies looking to construct their MarTech stack will pick your solution if they feel that you understand their needs and problems perfectly and know how to help them. They don’t have the time to listen to outrageous claims that immediately create doubt, even if your product is incredibly useful and revolutionary. Showcase how MarTech features like personalization, SEO, data management, and increased engagement can help B2B companies reach their objectives. Don’t forget to continuously test your marketing efforts to see which perform well and which have room for improvement.

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