Marketing for Tech Companies? Why an Automation Strategy Works
In today's issue:
- Scale: Marketing for Tech Companies? Why an Automation Strategy Works
- From the team at Foundry: Expert vs. AI: Top 7 Partner Marketing Predictions
- Tactical Tips: 5 Simple Ways to Boost Your IT Marketing Email Click Rate
Why Tech Companies Need a Strategy Based Around Automation
There are some things that just work better together. Pen and paper. Soap and water. Mac and cheese. In the business world, there’s no more effective combination than marketing and sales.
The B2B tech buying process is complex. Many organizations struggle to buy tech effectively; nothing significant is bought without a business case, and each purchase needs to be approved by a committee of decision-makers. By using automation when marketing for tech companies, you can more effectively move your prospective tech buyers through their journey because of:
- Creates an engine for generating leads that can be nurtured over time which fits the long sales cycle of a tech buyer.
- Automates formerly time-consuming tasks, reducing administrative tasks and giving your sales team more time to meet with key decision makers and your marketing team more time to create valuable content.
- Allows you to get to know your prospects better and deliver a more personalized experience. By tracking prospects’ behavior and interests, you can deliver timely, relevant content in the right place.
- Provides detailed reporting that automatically gives you up-to-date analytics of your marketing and sales efforts, allowing you to adjust tactics in a timely manner.
- Enables lead scoring which automates notifications to the sales team when leads move from marketing qualified leads (MQLs) to sales qualified leads (SQLs), resulting in timely follow-up with prospects.
- Creates marketing systems and processes that make it relatively easy to adjust tactics based on your target audience’s behavior and even scale your efforts as your business grows.
By building a strategy around automation, tech companies can offer a streamlined and customer-focused approach to building and growing their relationships.
Expert vs. AI: Top 7 Partner Marketing Predictions
Technology will become increasingly important in partner marketing, including the use of artificial intelligence and machine learning to personalize and optimize partner marketing efforts. In this article, the experts at Foundry tell us how technology can impact the marketing world for the next few years.
5 Simple Ways to Boost Your IT Marketing Email Click Rate
Email marketing is important as it provides the opportunity for you to regularly communicate and stay in touch with your customers and leads. You can create personalized content, generate traffic to your site, increase leads, collect feedback, and improve sales. It’s also integral to track the performance of your email campaigns to ensure you can optimize and strategize your campaigns for better performance and ensure you’re sending emails that your audience wants to read.
Analytics and metrics you should be tracking include open rate, click rate, bounce rate, unsubscribe rate, spam complaints, and conversion rate. To help you get started on improving your email analytics, we’ve put together a list of ways you can improve your email click rate.
Keep your email copy succinct, clear, and relevant
If your email has a targeted offer, make sure your email recipients can easily access and click on it by keeping your email copy succinct and interesting. Do so by writing engaging copy and only including pertinent information. Ditch the “fluff” words and phrases since it can make your email harder to understand.
Choose relevant imagery
Make sure your images align with your brand but limit the amount, so it doesn’t distract from the Call to Action (CTA). At the very least, include an image in your banner that entices the recipient to keep reading. Use relevant images and link the image to provide another opportunity for readers to click.
Ensure your email is mobile optimized
HubSpot’s Marketing Trends Report says that 50% of emails are opened on mobile devices. Ensure your emails are mobile optimized and recipients can click on your CTAs, use easy-to-read text, clear images with reduced file sizes, use a simple layout, and use mobile-friendly CTA buttons and links.
Use single and applicable CTAs
Having your recipients focus on one path will make them more likely to click. Emails with a single CTA “receive 371% more clicks compared to those with multiple CTAs” (WordStream) Button-based CTAs also improve click rates by 127% but be sure to hyperlink relevant copy to provide another opportunity for recipients to click.
Segment your email lists & provide targeted offers
To avoid sending irrelevant content, segment your lists and tailor your emails to those specific audiences. This practice results in 50% more clicks than sending the same email to your whole list (HubSpot). Include targeted offers that speak to your recipients' needs, which will most likely lead to more clicks.
According to HubSpot, this results in "25% more sales leads and 24% greater revenue."
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