To take advantage of all this untapped potential, it is necessary, on the one hand, to know how to understand the challenges that modern Marketing faces, which is rapidly accelerated by digital transformation, and, on the other hand, to know how to capitalize on the opportunities inherent to it.
One of the biggest challenges is integrating Marketing into the company's strategy. Much more than a department that promotes branding and brand awareness, Marketing should be seen as a true producer of strategic inputs and outputs and, consequently, a driver of sales. Driven largely by the digital revolution, this area now has the capacity to capture one of the most precious assets for any company: data. By transforming Big Data into useful information for the business, it can create detailed consumer profiles (buyer personas) and build 360º predictive campaigns, combining media, channels and technologies. For all these reasons, it is important for managers to place Marketing at the forefront, as a strategic area that is close to management.
And when we talk about data, it is inevitable to highlight Marketing Analytics, as a discipline that helps Marketers respond to the challenge of collecting, analyzing uk number list and processing information from various sources, such as websites, social networks or email marketing. It is through Analytics that Marketing becomes more measurable, both through the quantification of actions according to reliable indicators and the possibility of defining performance KPIs. All this knowledge allows IT companies to continuously adjust their actions and also make strategic decisions in the medium/long term.
How to boost results in an IT company?
And if knowledge is a fundamental part of any IT company, knowing how to use this knowledge to enhance results is equally essential. This is why we see Inbound Marketing growing within technology companies, especially those that work with the B2B segment.
In short, Inbound Marketing is an approach that aims to capture potential Customers (buyer personas) through relevant and useful content for their business, convert them into leads, nurture them, and finally turn them into a concrete opportunity that can be worked on and transformed into a sale by the sales team. In an extremely fast-paced and digitalized market, where consumers are more demanding than ever, carrying out around 60% of the purchasing process proactively and autonomously, Inbound Marketing proves to be the perfect ally for IT companies. This approach puts the consumer at the center, helping them solve their problems by providing them with the right content at the right time (Content Marketing).
Another major challenge for IT companies is to position Marketing as the initial point of sale. Since potential customers are extremely proactive in much of the purchasing process, the classic sales approach is increasingly perceived as intrusive and unwanted. Actions such as cold calling are therefore losing ground to combined actions between Marketing and sales, such as sharing relevant content in a social selling strategy. An Account Manager who, in the first contact, shares a blog article about the importance of protecting company data, is much more effective than a “cold call” trying to sell a backup solution.