Written By: Bill Conn via Business2Community
As a B2B tech marketer, you share a lot in common with your prospects and customers. Maybe you came into the job with a thorough understanding of the product or service you’re marketing. More often than not, you had no experience with it. I’ve been there. You have to ask the right questions to learn about that technology quickly so you can sell it. The goal is to understand enough to know what you’re talking about (or at least look like you do) when you’re in front of the customer.
The people you’re marketing to are in the same boat. Some of them will be tech savvy and know all about cloud computing or marketing automation or whatever technology you may be offering. These are the CTOs and tech team members who vet the product before they buy. But you’ll also be selling to the business owner who will be using the product. That business owner might be the CEO or some marketing guy or girl with only a smattering of experience with technology. You, as the tech marketer, need to reach both of these groups and everyone else in between.
If you don’t have a content marketing plan in place to reach all of these people, you’re essentially dead in the water before you even start. You’re not going to get lucky and strike the right chord with each of these buyers from diverse backgrounds. You need to put the work in and figure out what’s going to work best for each person you’re targeting.
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