The technology sector is growing rapidly, and that's good news for tech companies looking to grow, but it also means a lot of competition. So how do you stand out? You could invest an incredible amount in an advertisement for a Champions League match. Or, you could focus on tried and true methods of finding potential customers by basing your strategy on generating qualified leads .
How does lead generation work for tech companies?
For tech companies, lead generation is about more than just casting a net to catch as many leads as possible. Rather, it's more about finding quality leads with high lifetime value.
That means educating your audience about your offer, explaining how your solutions can benefit them, and showing them why your solution is the best option.
You could achieve this with a strategy based on publishing informative content; share demos and trainings on Youtube; and speak at face-to-face events .
Technology changes fast, which means your lead generation strategy needs to be able to adapt as new technology is released or customer needs change.
Steps to establish a lead generation strategy for your B2B company in the technology sector
In order to differentiate yourself from the competition and better reach your target audience, we recommend that you follow these steps:
1.- Describe your goals for lead generation
Before creating a landing page, running an ad, or starting to write an ebook, it's important to clarify your lead generation goals.
These purposes must align with overall business goals and will also have to be in line with marketing.
It uses the SMART method, specific” (specific), “measurable” (measurable), “attainable” (achievable), “relevant” (relevant) and “timely” (on time), to be able to measure the impact over time .
2.- Tailor your lead generation efforts to the target audience
Not all lead generation strategies work for all audiences. For example, a B2B SaaS company will use a different approach than a B2C technology company.
Before creating your strategy, ask yourself questions like Who are my customers? or what do you want?
You may have multiple buying companies if you offer multiple products, so adjust your strategy per business.
3.- Take advantage of the intention data
Intent data refers to the actions users take (whether on your website or across the internet) that indicate they are ready to buy. It is a signal that users send.
For example, if someone is looking for a technological solution similar to the one your company offers, you have already found someone interested in buying your tool.
Those leads are much more valuable than someone simply visiting your website.
4.- Use videos to explain complex topics
If you sell software, chances are your audience doesn't fully understand what your product or service does or the benefits it offers.
Video makes it easy to show how your technology works and explains complex topics .
There is another reason to use videos: if the topics you work on are detailed, the most qualified leads are more likely to watch them. You can then track video views and reach out to those companies or retarget them on other platforms.
5.- Request opinions from current customers
Social proof is powerful. One study found that 88% of consumers trust both user reviews and personal recommendations. While this may not sound like a lead generation strategy , it actually can be. Reviews from current customers build trust and increase inbound traffic to your website, and can be the last push in converting an interested visitor into a potential customer.
6.- Organize webinars and virtual product demos
Webinars are an easy way to collect and qualify new leads. Sharing industry information helps build trust in your organization, and demos can help move already qualified leads through the sales funnel.
They can also be quite quick to set up. All you need is a home page, a camera, a microphone, and someone on your team willing to review your software.
7.- Create interactive landing pages
Plain text and image landing pages are a thing of the past. Today, landing pages can include videos, interactive tables, charts, and even appointment booking.
So instead of sending leads to a boring landing page, use interactive elements to collect leads, schedule appointments, or just entertain.
Netflix used this lead generation tactic by adding a TV to their landing page that was actually playing part of their new show " Stranger Things ."
At PGR Marketing & Technología we can help you draw up a lead generation strategy for B2B companies in the technology sector.
