Revealing the Future of Tech Marketing
We reveal how to take the guesswork out of modern tech marketing – and adjust your approach to thrive in the era of the Anonymous Buyer.
Tech buying isn't what it used to be.
Tech marketers are disconnected from the vast majority of buyers who could be driving growth because of the way tech buying has changed in the last few years. Rather than engaging a single IT decision-maker, they must inspire and incentivise a chaotic line-up of anonymous buyers. These people don’t want to fill in forms or talk to sales teams – but they are making purchase decisions anyway.
The Anonymous Buying Revolution
Tech marketing organisations grew up with single IT decision-makers to analyse specs and make purchases. Today, businesses stay innovative and agile by empowering tech-savvy employees, developers and department leaders to take the initiative on buying decisions. As a tech marketer today, you have to inspire, engage and incentivise these Anonymous Tech Buyers.
Learn more about the Anonymous Tech Buyer →
4/5 employees now participate in tech buying.
Tech buying initiatives can come from anywhere – and tech buying decisions are no longer taken by a single IT decision-maker. In fact, only around half of B2B tech purchases are now signed off through official channels. Tech buying has become anonymous and unpredictable.
Flip the marketing funnel to provide value from your audiences first touch
To generate leads more effectively, marketers have to flip their traditional marketing model and prioritise delivering value from the first touch, in order to generate higher quality leads later. By treating anonymous buyers as anonymous customers, they build the types of relationship that persuade them to open up about themselves.
Principles of top-performing tech marketing teams
Why do the most successful tech businesses for generating leads tend to have more brand marketing roles and fewer demand gen roles? It’s because they are taking a more holistic approach to generating leads. Rather than focusing on the bottom of the funnel, they are building a broader demand generation system that’s designed to engage the anonymous buyer.
It’s Not Guesswork:
The Science of Brand and Demand
Les Binet and Peter Field have conducted ground breaking new research into balancing brand and activation marketing in B2B, in partnership with LinkedIn and using IPA data. Their study proves that long-term investments in brand are essential for driving sustainable business growth and profitability. As brand fame increases, businesses reap greater returns from demand generation.