As someone who has been deeply immersed in IT marketing and sales for over 20 years, I’ve witnessed a significant shift in the way IT leaders approach the decision-making process when it comes to new product/solutions. Gone are the days when responding to unsolicited emails and answering cold calls from sales representatives were the norm. Instead, today’s IT decision makers prefer to take matters into their own hands, relying on credible third-party resources to conduct research and inform their purchasing decisions. In this article, I’ll delve into some of the reasons why this change has occurred, and suggest a more effective approach for IT sales/marketing teams to engage potential customers.
Prospects want to be the Hunter, not the Hunted
First, let’s address the obvious. IT decision makers are getting crushed under the sheer volume of unsolicited emails and calls jamming their inboxes and phones every day. According to recent statistics, the average office worker receives over 120 emails per day, a significant portion of which are unsolicited sales pitches. Furthermore, studies have shown that the open rates for B2B marketing emails have been steadily declining over the years, indicating a growing apathy towards this form of outreach.
At the same time, IT decision makers are becoming increasingly discerning about the sources they trust for information. They value credibility and reliability above all else when conducting research to inform their technology purchases. As a result, they are more likely to turn to respected industry publications, peer reviews, analyst reports, and online forums to gather insights and recommendations (but hold that thought; more on this later).
This shift in behavior has led to a decline in the effectiveness of traditional email marketing campaigns in the B2B space. In fact, recent data suggests that the average open rate for B2B marketing emails hovers around 15%, with click-through rates even lower. However, hidden in that statistic is the minuscule open rate for unsolicited emails from unknown senders. Not only is there a diminishing likelihood of getting through the spam-hungry email filters companies have set up to protect themselves from cyberattacks, most major marketing automation platforms and email service providers are not allowing email sends to anyone who has not expressly opted in to receive your communication.
This trend underscores the need for IT marketing leaders to rethink their approach to engaging potential customers.
So, What the Alternative?
The best approach for IT marketing leaders to effectively engage with potential customers – particularly at the top of the sale funnel – lies in providing valuable content and establishing thought leadership within the industry. Instead of bombarding IT decision makers with generic sales pitches, companies need to focus on creating informative and educational content that addresses their pain points and challenges.
For instance, hosting seminars/webinars, publishing whitepapers, and producing customer case studies that offer practical insights and solutions can help build credibility and trust with potential customers. Additionally, leveraging social media platforms (specifically LinkedIn) and online communities to engage in meaningful conversations and share valuable content can help foster relationships with IT decision makers. This supports the strategy of building your company’s follower base on LinkedIn with an inspired variety of posts that encourages sharing and engagement. In doing so, YOU become a trusted and reliable source of information that both prospects and current clients will come to value when the time comes to evaluate changes or upgrades to their technology stack.
Another sound strategy is to create personalized and targeted communication to cut through the noise and capture the attention of busy IT professionals. Marketing teams would be better served in providing their sales reps with a collection of customizable sales outreach letters which can be sent from their personal email account rather than sending out a bulk email blast to a list. By understanding prospects’ specific needs and tailoring messaging accordingly, companies can demonstrate their commitment to delivering value rather than simply making a sale.
The Market has Spoken; Sales/Marketing Teams Must Listen
The days of relying solely on unsolicited emails and cold calls to reach IT decision makers are long gone. Today’s seasoned IT professionals prefer to conduct their own research via credible third-party resources particularly at the top of the decision-making funnel. To succeed in this new landscape, IT marketing leaders must prioritize providing valuable content, establishing thought leadership, and engaging in personalized communication throughout the IT sales cycle. By doing so, they can build lasting relationships with potential customers and drive meaningful business outcomes.
For assistance in developing a demand generation and/or content development strategy that meets the evolving mores of the IT industry, contact us today.
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