According to a recent report by LinkedIn, B2B tech advertising is often perceived as too vague by 61% of tech buyers, lacking relevance to their businesses. To address this challenge, Aggie Anthimidou, Head of Technology Marketing EMEA & LATAM, highlights five key trends enabling brands to differentiate themselves in the market.
B2B technology now plays a pivotal role in driving business success, placing buyers under immense pressure to make informed decisions about their tech investments. However, LinkedIn’s report reveals that B2B tech brands can do more to distinguish themselves amidst an increasingly diverse and sophisticated customer base.
This requires going beyond product features, services, and functionalities and instead delivering targeted, personalized, and creative content that helps buyers answer the crucial “why?” behind their choices.
The Brand to Buyer report, LinkedIn’s eighth tech buying and marketing research initiative, surveyed over 1,500 tech buyers and marketers across EMEA. It sheds light on the strategic importance of tech purchasing today, evident in the increased budgets and headcounts allocated to the sector.
However, as buyers grapple with constant change, innovation, and the demand for immediate impact, getting it right becomes a complex endeavor. While tech brands have an opportunity to step up and assist customers in overcoming these challenges, their marketing efforts often miss the mark.
The report unveils five key trends that can empower tech vendors to establish more effective connections with buyers in a rapidly evolving landscape.
- Cultivate Content Creativity
Content lies at the core of B2B tech marketing, enabling buyers to research and educate themselves before engaging with sales teams. However, the report reveals that vendor content can do more to support, attract, and engage buyers, helping brands stand out from the competition.
Buyers seek vendors who address them personally, presenting a compelling case for the latest technology and demonstrating how it will address their unique business challenges. Yet, a staggering 73% of tech buyers feel that the content they encounter fails to demonstrate a good understanding of their organization’s problems.
The report also emphasizes the need for more creative thinking. While four leading brands consistently receive high ratings for creativity, others fall short in their efforts to differentiate themselves. The report proposes three actionable strategies to help brands make a lasting impact.
- Embrace Bold Branding
Digital platforms dominate budget allocations, with 29% of vendor marketers reporting substantial increases in spending on social media over the past year and 26% noting the same for search engine advertising.
However, an excessive focus on digital channels can result in short-term key performance indicators (KPIs) taking precedence over long-term brand building. Moreover, as budgetary constraints intensify, justifying investments in branding becomes increasingly challenging.
According to the report, the brand still plays a significant role in decision-making, with 63% expressing a preference for established brands. Marketers must therefore advocate for brand building and ensure it remains a priority even in financially constrained environments. The report provides valuable insights to help marketers make the case for brand investment internally.
- Elevate Employer Branding
Should marketing professionals assume responsibility for employer branding? The report suggests so, as an overwhelming 89% of tech buyers prioritize values when making tech decisions, including how well vendors treat their staff.
While employer branding is often viewed as an HR matter, tech vendors have a unique opportunity to integrate their values into a unified corporate brand, targeting prospects and potential employees with tailored content and messaging.
- Be Present Where Your Customers Are
Think again if your marketing team is contemplating an ROI calculator or a TV ad campaign. Buyers consider these among the least valuable tools when making purchasing decisions. Meeting buyers where they spend most of their time poses a significant challenge for marketers. While it’s unsurprising that social media and search engine optimization (SEO) rankings are the most popular channels, the report also uncovers some unexpected findings. - Leverage External Influencers
When marketing efforts fall short, external influencers, such as IT consultants, integrators, and channel partners, fill the gap. They have become a vital source of information for many clients, with 34% relying on them for guidance, especially at the enterprise level and among IT professionals.
From a marketer’s perspective, rather than competing with these influencers, it’s advisable to join forces with them. By ensuring that these influencers are well-informed and capable of effectively communicating the value of your products to clients, marketers can maximize their impact. The report provides additional guidance on leveraging these potential advocates to your advantage.
B2B tech brands have the freedom to challenge existing notions and push boundaries with their tech marketing. Tech buyers no longer reside solely within IT departments; they span the entire business and value chain.
Successfully converting them requires a new marketing approach, one that addresses individual needs and desires while infusing creativity and brand values into every touchpoint. Marketers who grasp this opportunity will reap substantial rewards.
To access the full findings of the LinkedIn ‘Brand to Buyer’ report and discover more about the five trends that empower B2B tech brands to stand out, please download it here.
