Martech companies are attempting to outperform their marketer-customers at their own game; after all, marketers are well-versed in the marketing methods employed by Martech companies.
With the rising competition, marketing agencies are trying their best to generate leads for themselves and their clients. Recent research suggests that when it comes to lead generation many marketing agencies make a variety of mistakes. Worse, they may not even be aware of it. As a result, Martech companies need to be on their toes selling technology or products to the marketing agencies.
Martech is a jumbled world of competing ideas, new issues, and real pains for marketers to overcome. This article will help you to sell technology to marketers in a better and more concrete way.
Here are five pillars you should focus on so that you can build your revenue empire.
1. It’s More Science Than an Art
Selling to marketers is a challenge in itself. When you are selling your tech product to other companies, they can get attracted to the UI/UX, the features, your brand reputation, and you are done. However, when you are selling to marketers from a marketing agency who deal with clients daily, you need to apply the science and your creativity.
Marketing agencies need numbers (part of science) and proven experiments (again a part of science) to convince them that your MarTech product is worth investing in. They are smart in decision-making when spending from their own pocket. Marketing agencies often like to try pilot testing (science again) before they start implementing anything on a company-wide scale. So, you need to be good at showing the numbers, and the worth of using your tech product. ROI is king. If you know your product can pass their tests, that should make selling a little easier.
2. Get Your Prospecting Right
Customers have more access to information than ever before, allowing them to study every conceivable aspect and benefit before making a final purchase decision.
From the initial approach to creating trust and providing the best client experience throughout the process, the buying process goes through various crucial phases.
Work on building a targeted and reliable prospect list. The purpose of creating a B2B list is to create a highly dependable and focused lead list. You don’t want to invest weeks or even months emailing a lead to your list just to discover that this person isn’t a good fit for your product, or worse, that they’re no longer employed by the company.
You must understand your buyers and why they buy just as much as you must focus on the role your product plays for marketers. This information will assist you in narrowing down your possible pool.
Make sure that the list you are building is based on data and not on guesswork. Sales intelligence tools like SalesIntel take all the guesswork out of the B2B list building. It simplifies the process of identifying firms, contacts, and verified contact information that best fits your ideal customer profile.
3. Be a High-Quality and Helpful Resource Hub
Marketers like to research and collect ample information, whether it’s planning to implement a strategy or buying a tool for more productivity. They have to keep up with the latest trends for their clients. After all, they don’t want to leave any stone unturned for growth. This constant need for new marketing trends and tactics gives you, as a MarTech company, an added advantage while selling to them.
You can become a high-quality and helpful resource hub for your clients. Build a knowledge center to build trust. It may not look simple but selling to the marketers isn’t simple either. If they know that you are up-to-date with the latest industry information, you already have an advantage. They will trust and prefer your brand first. So, help marketers with resources that will help marketers become better marketers.
4. Talk More About the Implication
The secret sauce of selling marketing technology to marketers is to talk less about the technology which you are trying to sell. Talk about the implication of using your technology.
Here is a simple example. When a person searches for hardware tools, they don’t want just a drill. So, if you try to sell them a drill, they may get fascinated but that’s not what they want. They just want an easy way to hang the frames in their home. If you want to sell, you need to promote how the work will get done in no time.
Similarly, a marketing agency wants to improve its revenue or get better results for its clients. So, they don’t want the technology for the sake of having one, instead, they want to know the implications of using your technology and how they can pitch having it to their clients.
A slight change in your selling approach can completely change your customer’s buying approach.
5. Understanding Current Technographics
When selling technology, you always want a better understanding of your audiences’ current technology stack. How can you do that? Using technographic data.
Businesses’ usage of tools and apps provides information into their technology purchasing patterns, how they work, the problems they confront, and what technology they will purchase next. As an acknowledgment of this data-driven phenomenon, technographics seek to partition technology into numerous factors at a granular level. It helps you acquire an in-depth understanding of a company’s technology stack and its possible plans to purchase technical solutions in the future.
With SalesIntel, you get every detail your business needs for exponential growth including technographics. A large human-verified database, sophisticated and dependable infrastructure, and important third-party expert partners are all included.
Stay on Top
To stay on top and keep up with the competition, an agency must use cutting-edge marketing technology. Staying in touch with your clients aids in the promotion of your unique brand message and raises awareness of your firm. Furthermore, it makes a strong first impression, which will attract potential buyers.