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Forward Vision Marketing's 2018 Marketing Technology Survey

B2B tech companies need to experiment more with digital marketing so they can gather enough data to analyze and better understand their target audience.
By Kelly Stark

Most Haven't Invested in E-Commerce
Seventy-two percent of the B2B tech companies surveyed said that customers can't buy their products online. While not all products lend themselves to an online sales model, most companies still rely on traditional sales processes.

Our take: Making products available online can drastically shorten sales cycles for B2B companies. In fact, rolling out products online for beta testing can be a viable way to build trust and pave the way for bigger orders in the future.

E-commerce also makes it easy to track your key prospects and how they are reacting to your messaging. You can A/B test to find the messaging that resonates the most with your audience, thus maximizing your ROI. Here, a fail-fast approach is what works best.

A multi-channel marketing approach can solve the challenge of not being able to reach key prospects, for B2B tech companies. However, the right content is at the heart of digital marketing, be it for PPC advertising, webinars, blogs or social media. Every kind of content should move the prospects further down the sales funnel. Most importantly, though, B2B tech companies need to experiment a lot more with digital marketing, so they can gather enough data to analyze and hence understand their target audience better.

Kelly Stark is a technology marketing consultant with 20 years of experience in high-tech, business-to-business marketing. She is the principal founder of Forward Vision Marketing, LLC, a full-service B2B marketing companies specializing in market strategy, website development, marketing communication, SEO and PPC marketing strategies. Kelly focuses on developing winning marketing communication strategies in energy, health care and the security industry using wireless and network technology.

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