B2B Technology and
When marketing, selling, and servicing B2B technology, small companies face a particularly uphill battle!
The Need to Educate and Build Trust in B2B Technology
While it’s widely accepted that technology adoption drives employee productivity and revenue growth, there’s a lot of misinformation surrounding how B2B technology gets deployed, managed, secured, and optimized.
So, educating the target market and building trust with them should be one of the priorities of the executives.
Understanding Segmentation within B2B Technology
Approaches will vary depending on your company size, the maturity of your business model, and the kinds of clients you sell to.
For example, does your company primarily sell to small- and medium-sized businesses (SMBs), the mid-market, or enterprises?
And within the broader category of B2B technology, how do you self-classify at least by LinkedIn industry?
Is your company in the business of computer hardware, computer networking, computer & network security, computer software, information technology & services, Internet, or telecommunications?
Key Trends, Disruptive Forces, and Priorities Identified By Deloitte, PwC, and McKinsey
Global consulting firm Deloitte sees the technology industry coalescing around three broad trends: digital transformation, reskilling the workforce, and rethinking where and how manufacturing occurs.
PwC recently identified eight categories of B2B technology with the most potentially disruptive impact: 3D printing, artificial intelligence, augmented reality/virtual reality, autonomous vehicles, blockchain, drones, the Internet of things (IoT), and robotics.
And McKinsey sees technology as a significant differentiator and accelerator that will prioritize mergers and acquisitions (M&A), design, and talent.
Where Technology Budgets Get Invested Within the Broader, Global $5 Trillion Technology Market
Among the $5 trillion global technology market (IDC), the United States holds the largest share with 33% of the total -- eclipsing most industries, including construction, retail, and transportation.
With the blurring of personal and professional lives, including home-based businesses, it can be challenging to distinguish between corporate and government technology spending (B2B and B2G) compared to B2C (business to consumer).
Focusing on the Strongest Market Opportunities
Information technology trade association CompTIA forecasts the larger share of IT budgets going to hiring more staff (29%), innovation investments (28%), and collaboration tools upgrades (21%).
CompTIA also highlights the eight infrastructure-related priorities driving spending priorities, including networking (73%), cloud (59%), server administration (55%), storage (45%), support (44%), mobile device management (MDM) (36%), the Internet of things (IoT) (20%), and Linux (13%).
However, given all the interrelated technology and business challenges facing companies that provide B2B technology, especially smaller and startup companies, how do owners and executives navigate the opportunities?
And just as important, what does a go-to-market strategy look like in this space?
Go-to-Market Strategy for B2B Technology Executives
To gain the leverage that your tech company needs in sales and customer success, your team needs to be seen in the marketplace as the go-to subject matter experts, teachers, trusted advisors, and thought leaders about your most essential technologies and areas of specialization.
Your company needs to be found by the right people, in the right places, at the right time, and most of all: in the right context.
That’s no easy feat in a world where so many digital journeys are dominated by hyper-competition from all corners of the world.
That’s why it’s more important than ever to nail your strategy for differentiation, thought leadership, competitive positioning, sales cycle acceleration, and scalable predictable revenue growth.
From a tactical perspective, B2B tech executives need a go-to-market strategy that includes buyer personas, jobs to be done, a defined sales process, a demand generation plan, content strategy, key performance indicators (KPIs) to measure progress, and a customer success framework.
However, creating an effective go-to-market strategy can be extraordinarily time-consuming and expensive.
And that’s the reason why we created Go-to-Market Strategy Blueprints so that you can get instant access to affordable Go-to-Market Strategy Blueprints for specific industries and business models.