B2B marketers go head to head with tech marketers

1. PRESENTING THE GREATEST MATCH IN HISTORY
ROUNDTHREE
GETTING READY TO RUMBLE:
WINNING RESULTS
3
of tech marketers
are currently using
content marketing
as part of their
overall marketing
strategy.¹
B2B Marketers
Go Head to Head With
Tech Marketers
MARKETING
SHOWDOWN
IT’S A
Business-to-business
markets are complex,
varied and have a number
of different factors affecting
them at any given point in
time. In turn, all B2B
marketers need to be
nimble — they need to “float
like a butterfly” and “sting
like a bee” in order to help
turn the customer purchase
journey into valuable sales.
But what’s unique
about the technology
marketer’s one-two
punch within the B2B
marketing world?
It turns out that tech
marketers are a special
breed, and have some key
strategies up their sleeve
to meet the unique needs
of their market. Here’s why.
VS.
ROUNDONE
YOU’VE HEARD IT BEFORE:
CONTENT IS KING (OF THE RING)
1
Technology marketers know this adage better
than anyone — they are more likely to use content
marketing than any other type of marketer.¹
of tech marketers
are actively trying
to improve
their content
strategies.¹
But only 61%
of
B2B marketers
expect to invest
more in content
marketing in
2015.2
90%
73%
61%
74%
TECH MARKETERS ARE ALSO JUST
SLIGHTLY AHEAD OF THE COMPETITION
WHEN IT COMES TO CONTENT CREATION.
70%
Tech marketers are
creating 74%
more
content than they
were one year ago.¹
B2B peers are creating
about 70%
more
content¹ — giving tech
marketers the slight
content edge.
Tech marketers have to produce high-quality content that
will stand out in a marketplace saturated with competition.
What’s more, that content must be published quickly, before
the message expires as the industry evolves.
ROUNDTWO
EYES ON THE PRIZE:
LEAD GENERATION
2
61%
91%
Top priorities of the tech marketer are a mashup
of engaging content creation and lead generation.
The biggest challenge B2B marketers
cite in regard to lead generation is
generating high-quality leads.3
This is even further amplified in
the technology marketing space.
A whopping 91% of tech marketers
say that lead generation is an important
goal, making them the most focused on
lead gen of all types of B2B marketers.¹
ENGAGEMENT: 81%
LEAD NURTURING: 80%
SALES: 80%
BRAND AWARENESS: 79%
OTHER KEY GOALS FOR
TECHNOLOGY MARKETERS INCLUDE1
:
ROUNDFOUR
THE KNOCKOUT PUNCH:
VARIED STRATEGIES AND SOCIAL MEDIA SAVVY
4
Tech marketers are a bit more confident in their ability
to track ROI than general B2B marketers.1
of tech marketers plan to increase spending
on marketing in the next 12 months.
56%
Featherweight
Heavyweight
For both B2B and tech marketers, social media no
longer lives in a silo but instead is a vital component in
the success of many integrated marketing campaigns.
TECHB2B
TECH
21%
of B2B marketers
say that they are
successful at
tracking ROI.
Find out more about how LinkedIn
can help tech marketers knock down the
competition. Visit http://lnkd.in/TechKnockOut
24%
of tech marketers
say they are
successful ROI
trackers.
of tech marketers who have a
documented content marketing
strategy are successful in this area.
94%
of B2B marketers use
LinkedIn to distribute
content (which makes it
the most-used social
media platform).
Additionally, B2B
marketers believe that it’s
the most effective social
media platform!4
40%
1
Content Marketing Institute. B2B Technology Content Marketing: Benchmarks, Budgets and Trends – North America. 2015.
http://www.slideshare.net/CMI/b2b-technology-content-marketing-benchmarks-budgets-and-trends-north-america.
2
Regalix. State of B2B Content Marketing. 2015 Research Report. http://www.regalix.com/wp-content/uploads/2015/02/State-of-B2B-Content-Marketing-2015-Research-Report.pdf.
3
B2B Lead Generation Trends 2013. http://www.slideshare.net/hschulze/b2-b-lead-generation-report-2013.
4
Content Marketing Institute. B2B Content Marketing: Benchmarks, Budgets and Trends – North America. 2015.
http://www.slideshare.net/CMI/2015-b2b-content-marketing-benchmarks-budgets-and-trends-north-america-by-content-marketing-institute-and-marketingprofs.
While every type of marketer has certain
individual strengths, the best marketer is
someone who takes marketing techniques,
both old and new, and executes them in an
overall integrated marketing strategy.
Technology purchase decisions pose unique
challenges for tech buyers, and tech marketers
know supporting this process requires a
tailored approach to content.
Social media is the tech marketers’ ring,
content is their punch, and platforms like
LinkedIn are always in their corner.
Tech marketers use an average of 15
marketing tactics including social media,
blogs, case studies and in-person events.¹
By comparison, B2B marketers utilize
an average of 13 marketing tactics.¹
98%
of technology marketers
are using LinkedIn as a
content platform!¹
CHAMPION