These new acronyms and concepts have brought new challenges for marketing and sales executives at technology companies, who need to explain this alphabet soup to the market, emphasizing how each technology helps the customer, adds value and what problem it solves.
Anything new generates distrust, which means that good taiwan telephone number is not enough; it is necessary to generate brand trust and reinforce the company's differences in relation to the competition. But how can you do this without talking about the product?
And then there is the challenge of sales, especially in times of crisis. What is being done to generate qualified leads for these new technologies? Is the pipeline up to date and is the forecast guaranteed? Will the sales target be achieved? What is the cost of acquiring new customers?
Pretty easy, right?
What to do to be successful?
To begin with, it is important to accept that consumer behavior has changed, and therefore, the strategy must also change. The old, good marketing and sales practices work less and less.
- 86% of people use mobile devices while watching television (Yahoo)
- 86% of people ignore TV ads (HubSpot)
- 91% of people unsubscribe from emails before opening them (HubSpot)
- 90% of decision makers never answer formal phone calls (LinkedIn)
The new marketing and sales playbook places the concept of Inbound Marketing as a platform for growth and success for companies that sell software, hardware and technology services.
But what is inbound marketing?
Instead of relying solely on outbound strategies, that is, pushing information to the market generally through mass media, investing in inbound marketing means building a strategy to meet the needs and interests of the public, with the purpose of attracting potential customers with a suitable purchasing profile.
The concept, relatively new in Brazil, starts with the sales challenge, understanding the target audience and the purchasing journey, and not with the company's product agenda. Discover the 15 successful tips for Inbound Marketing.
Contrary to what people say, Inbound Marketing is not just about content. Content is part of the strategy, but it is not limited to that.
A good Inbound strategy involves the use of content and various marketing tools: Website , blog, conversion pages, social media, SEO, online media, emails, events, CRM, and even press relations.
Everything must be planned and built from the new digital marketing funnel :
Inbound_funnel.jpg
Why is Inbound Marketing important for IT companies?
New marketing for technology companies should be sales-oriented, not just branding, brand building, and reputation-oriented. Research reports that Inbound is most effective for companies with:
- Sales cycle, short or long, but predictable
- Pipeline and forecast management
- Sales of complex products
- Process of educating and convincing customers in the sales cycle
- Sales of high value-added services that require consultative work during the sales process
Technology companies have at least one of the items above and that is why Inbound Marketing has better adherence and impact on these companies.
Which IT companies are succeeding with Inbound Marketing?
Some IT companies have taken the lead and are succeeding with Inbound Marketing. Right here at Hook, we have several cases of companies that have transformed their digital channels into sales machines and now generate dozens of leads per month.
Geofusion , a leading company in the Geomarketing software and technology segment, is a success story. The company saw a 3x+ growth in traffic from its own channels, increased the number of qualified leads by 4x+ and improved its customer closing rate by 5.5x+.
Along the same lines as Geofusion, we can mention Inteligência de Negócios , a company specializing in Business Intelligence and sales of Qlikview software in Brazil. After 7 months of the project, IN had an increase of 7x+ qualified leads generated from the digital strategy. Learn more about ROI in this ebook.