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Two thirds of tech buyers (61%) feel that B2B advertising is too vague to be relevant to their business, according to a new LinkedIn report. But five key trends will help brands to stand out, says Aggie Anthimidou (head of technology marketing EMEA & LATAM).
B2B technology now plays a central role in business success and buyers are under pressure to make the right decisions about their tech investments. But a new report from LinkedIn reveals that B2B tech brands can do more to differentiate themselves amongst increasingly diverse and sophisticated tech buyers. That means going beyond products, services, and functionality to deliver targeted, personalized, and creative content that helps buyers answer the ‘why?’.
Brand to Buyer, LinkedIn’s eighth tech buying and marketing research, surveyed over 1,500 tech buyers and tech marketers across EMEA. The report highlights the strategic role of tech purchasing today, reflected in increased budgets and headcounts. But, as buyers face constant change, innovation, and demand for rapid impact, getting it right isn’t easy. Tech brands have an opportunity to step up and help customers to solve these challenges, yet on many occasions their marketing is missing the mark.
The Brand to Buyer report reveals five key trends that can help tech vendors to connect more effectively with buyers in a rapidly shifting landscape.
1. Content creativity
Content sits at the heart of B2B tech marketing, helping buyers to research and self-educate before reaching out to sales teams. But, according to the report, vendor content can do more to support, attract, and engage buyers, helping brands stand out from the crowd.
Buyers want vendors to talk to them at a personal level, helping to make the case for the latest technology and show how it will address their specific business challenges. Yet, 73% of tech buyers feel that content doesn’t always demonstrate a good understanding of their organization’s problems.
There is also scope for…
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