Most B2B tech companies spend significant time and money on marketing, only to find their efforts fall short. In fact, a study by The LinkedIn B2B Institute and System 1 research reveals that “75% of B2B ads are ineffective.” This points to a larger issue—many marketing strategies in the B2B tech space simply do not work.
In my experience, the problem lies in applying a one-size-fits-all approach to a market that demands specialisation. B2B tech companies have longer sales cycles, more decision-makers, and highly technical audiences. Generic strategies fail to address these unique challenges, leaving business leaders frustrated and without the desired results.
Developing a bespoke marketing strategy is essential for success in the B2B tech industry. Businesses can drive real growth and profitability by focusing their marketing efforts on their buyer personas’ specific needs and the intricacies of the buyer journey.
Why generic marketing strategies fail in the B2B tech space
B2B tech buyers often experience a longer and more complex journey than buyers in other industries. Multiple decision-makers, long evaluation periods, and highly technical discussions are common, and a generic, one-size-fits-all marketing approach does not account for this complexity. It’s not enough to throw out a blanket message and hope it resonates with someone.
One of our customers, a B2B tech firm, struggled with this issue. Their previous marketing strategy focused on generic messaging that didn’t address the specific needs of each decision-maker involved in their sales process. As a result, their conversion rates were low, and leads often stalled at the consideration stage.
We worked closely with them to develop a strategy that aligned their marketing efforts with the buyer journey. We crafted tailored messaging for each stage of the journey and each key decision-maker. For example, we developed content for technical professionals, focusing on solutions to their specific challenges, while creating focused messaging for the C-suite that emphasised the potential return on investment (ROI).
The result? The company saw a significant increase in engagement, and conversion rates improved by 40%. By aligning their marketing with the nuances of their buyer journey, they were able to move prospects more smoothly through the pipeline and close deals faster.
Driving profitable revenue through a customised approach
One of the biggest challenges in B2B tech marketing is ensuring that the marketing team’s efforts align with the sales strategy. Without this alignment, marketing can bring in leads that are not a good fit, wasting time and resources. A generic marketing strategy often overlooks this need, resulting in low-quality leads that don’t convert.
At Resonate, we understand that marketing and sales need to work together to drive profitable revenue. One of our customers, a mid-sized B2B tech firm, struggled with this misalignment. Their marketing team generated a high volume of leads, but the sales team found that many of these leads did not fit their ideal customer profile, leading to low conversion rates.
We developed a customised strategy that involved both teams. By aligning the marketing efforts with the sales team’s criteria for qualified leads, we shifted the focus toward generating high-quality leads. We also improved communication between the two departments to ensure that marketing content directly addressed the pain points that sales were hearing from prospects. As a result, the customer saw a 35% increase in qualified leads and a 25% boost in sales conversions within six months.
Custom solutions for lead generation and conversion
A bespoke marketing strategy ensures that B2B tech companies target the right leads from the get go. By customising lead generation efforts to speak directly to the needs and challenges of the target audience, companies can significantly improve both the quality and quantity of their leads.
For instance, another of our customers struggled with a low conversion rate despite a steady stream of leads. The problem wasn’t the quantity of leads but their quality. Using a personalised approach, we revamped their lead generation strategy, focusing on targeted outreach and content that resonated with their ideal buyer personas.
We implemented a segmented marketing campaign based on the different stages of the buyer journey, including specialised content for technical teams and separate messaging for decision-makers. The result? The customer’s lead conversion rate improved by 42%, and their overall revenue increased by 30% within the first year of our partnership.
How Resonate develops bespoke marketing strategies
Deep Understanding of B2B Tech
Our specialisation in the B2B tech sector gives us a deep understanding of the unique challenges faced by companies in this space. Long sales cycles, complex buying committees, and the need for highly technical content all require a different approach from traditional B2B marketing. Generic strategies fail to take these complexities into account, but our bespoke approach ensures we address these pain points directly.
Comprehensive discovery process
Every successful strategy begins with a thorough discovery process. We start by gaining detailed insights into our customers’ businesses, target audiences, and competitive landscapes. For example, with one customer, our deep dive into their buyer personas revealed a previously untapped market segment, allowing us to shift their marketing efforts and boost lead generation by 25%. This personalised discovery ensures that every marketing effort aligns perfectly with the customer’s needs.
Ongoing optimisation and support
Marketing is not a one-and-done task—it requires ongoing refinement to stay effective, especially as your business grows and market conditions shift. We continuously optimise our strategies as your business develops, whether in response to market changes, new technologies, or evolving goals. Our goal is to ensure that your marketing stays aligned with your strategic objectives, helping you remain competitive and profitable. We provide ongoing support to ensure your marketing strategy adapts as needed, keeping your business on track for long-term success.
Conclusion
In the B2B tech space, a one-size-fits-all marketing strategy simply does not work. The unique challenges of longer sales cycles, multiple decision-makers, and the need for highly technical content demand a more customised approach. By aligning marketing efforts with sales, tailoring lead generation strategies, and continually optimising based on business needs, B2B tech companies can drive sustainable, profitable growth.
Ready to see better results from your marketing spend?
Let’s discuss how Resonate can help you achieve your business goals. Book a call today.
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