PRESENTING THE GREATEST MATCH IN HISTORY IT’S A MARKETING SHOWDOWN B2B Marketers Go Head to Head With Tech Marketers B2B TECH VS. 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. 1 ROUNDONE YOU’VE HEARD IT BEFORE: CONTENT IS KING (OF THE RING) Technology marketers know this adage better than anyone — they are more likely to use content marketing than any other type of marketer.¹ 90% 73% 61% of tech marketers are currently using content marketing as part of their overall marketing strategy.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 TECH MARKETERS ARE ALSO JUST SLIGHTLY AHEAD OF THE COMPETITION WHEN IT COMES TO CONTENT CREATION. 74% 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. 2 ROUNDTWO EYES ON THE PRIZE: LEAD GENERATION Top priorities of the tech marketer are a mashup of engaging content creation and lead generation. Featherweight 61% The biggest challenge B2B marketers cite in regard to lead generation is generating high-quality leads.3 91% 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 Heavyweight OTHER KEY GOALS FOR TECHNOLOGY MARKETERS INCLUDE1: ENGAGEMENT: 81% LEAD NURTURING: 80% SALES: 80% BRAND AWARENESS: 79% 3 ROUND THREE GETTING READY TO RUMBLE: WINNING RESULTS Tech marketers are a bit more confident in their ability to track ROI than general B2B marketers.1 21% 24% of B2B marketers say that they are successful at tracking ROI. of tech marketers say they are successful ROI trackers. 40% of tech marketers who have a documented content marketing strategy are successful in this area. 56% of tech marketers plan to increase spending on marketing in the next 12 months. 4 ROUNDFOUR THE KNOCKOUT PUNCH: VARIED STRATEGIES AND SOCIAL MEDIA SAVVY 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. 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 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 98% of technology marketers are using LinkedIn as a content platform!¹ 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. CHAMPION TECH Find out more about how LinkedIn can help tech marketers knock down the competition. Visit http://lnkd.in/TechKnockOut 1Content 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. 2Regalix. 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. 3B2B Lead Generation Trends 2013. http://www.slideshare.net/hschulze/b2-b-lead-generation-report-2013. 4Content 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.