In the B2B tech space, how do you select the right B2B tech marketing agency? You’re looking to market something relatively niche, so it needs to find the right audience for maximum impact. You have a finite number of potential customers and a finite amount of opportunities to win them over.
You’ll need to hire a marketing agency geared toward your specific market. B2C and B2B marketing are different spaces – you can’t plug one’s strategies into the other and expect the same result.
Experience has shown us that finding the right marketing agency has an enormous impact on your ability to grow your business. With that in mind, we’ve written five key things to consider when hiring a B2B tech marketing agency.
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B2B Tech Marketing Agency Rule One: They Demonstrate a Real Understanding of the B2B Tech Space
B2B tech products are convoluted and not always intuitive to understand. That’s in part what makes good marketing a necessity for these businesses. But B2B sales cycles are slow – on average when evaluating your product, there will be six to ten people involved in the decision-making process.
In the B2B tech space, more than a quarter of the buyer’s journey is spent independently researching the options available to them, and most B2B buyers are already 57% of their way through the buyer’s journey before talking with any sales team member.
This foretells two eventualities:
- Companies with compelling, value-rich content will stand out favorably from others – hence the importance of content marketing in the B2B tech space.
- If your marketing reflects a lack of knowledge or only a superficial understanding of the tech space, this will also stand out.
This might make it seem tempting to handle all of your marketing in-house, as no one knows your product or market better than you and your employees. However, realistically, unless this often leads to having to compromise other parts of your business or risk a marketing strategy that lacks agility and precision.
The tech industry moves fast, with trends coming and going rapidly, and the need to capitalize on them is clear. With that in mind, does your chosen B2B tech marketing agency know enough about technology and B2B marketing to write accurately about your space?
If they have a truly incredible success story with, say, a juice bar business, that doesn’t mean it will necessarily translate to success with your B2B tech company. They need to demonstrate they can a) navigate the B2B buyer journey and b) talk about your product and industry compellingly and insightfully.
B2B Tech Marketing Agency Rule Two: A Reliable, Humanistic Business Model
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Some agencies depend heavily on interns for their content, in part because this helps them manage fluctuating demand. But this business model means they won’t be investing in their team’s improvement, and the quality of their work will likely also fluctuate.
It’s in your best interest to find a marketing agency that values and upskills the people it hires – you’ll get much better continuity in your marketing that way. You should be looking for a trustworthy partner, passionate about providing your business with the optimal strategy to suit it. An agency with a strong people-first culture will be able to show more foresight and over time, a deeper investment in your success.
B2B Tech Marketing Agency Rule Three: They Are Familiar With and Use Major Marketing Tools
Look for Semrush and Hubspot certifications. Semrush is an invaluable tool for keyword research and online ranking data, including metrics such as search volume and cost per click.
HubSpot is a marketing, sales, and service platform that helps companies attract visitors, convert leads and retain customers. Both offer certification courses, which are a good sign to see on your prospective B2B tech marketing agency’s website.
When it comes to different marketing tactics, such as content marketing vs PPC – be wary of agencies that talk about a one-size-fits-all approach – inbound, outbound, video, and paid ads are all incredibly useful forms of marketing when used strategically. It’s fine if an agency specializes, but be wary of them trying to sway you into disregarding other methods.
B2B Tech Marketing Agency Rule Four: They Know SEO Strategy and Write With That in Mind
Imagine you’re in a bookstore. No matter how amazing the title is and the story sounds, would you pick up a book with a completely plain brown cover? Probably not. It’s unlikely you’d notice it in the first place. Similarly, good SEO underpins all successful content on the internet.
It doesn’t matter how compelling your content writers’ blogs are if no one is finding and reading them. The top page listed on a Google search results page has on average a click-through rate of 32%. Meanwhile, let’s say your website doesn’t appear until the second page of the results? A whopping 75% of the people searching will never even see it. These figures illustrate how a good SEO strategy can make or break your marketing plan, regardless of how good your content is.
B2B Tech Marketing Agency Rule Five: They Have Testimonials From Relevant, Satisfied Customers
Your chosen B2B tech marketing agency should ideally be able to show testimonials from clients, demonstrating their abilities. It’s well worth also researching those clients to understand if they have needs relevant to your own. A good B2B tech marketing agency will be happy to help you understand it’s portfolio and should be able to demonstrate how it could make a difference in your business. Furthermore, the best example of their skill-set will be their own marketing, as they aren’t likely to offer their clients better results than they can do for themselves. So look at their social media, landing pages and blogs as if it’s part of their portfolio as well – is it eye catching and cohesive? Do you feel drawn in?
When it comes to hiring a B2B Tech Marketing Agency, it’s worth taking the time to find a passionate and knowledgeable partner you can trust. At Nituno, we come from the B2B tech business ourselves, so know from experience the importance of this relationship.
Now, we partner with tech companies to ensure they can fulfill their potential. We use a variety of marketing methods to turbocharge our clients’ growth. Get in touch today and let us create a marketing strategy that suits your business.