How to Attract the Right Leads to your MarTech / AdTech Business


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In our galloping run towards a world that’s more automated and more high-tech, you guys are leading the charge. The sheer brilliance and innovation you bring to the table are sending monotonous practices to the eternal hunting grounds while coming up with new and extraordinary solutions.

The things you build – the software, the tools, apps – they’re going to put a smile on the faces of many, many people and their organizations (can organizations have smiles?).

But things are getting tougher – the number of MarTech companies has mushroomed in the last five years, jumping from 150 to 5,000, increasing more than 33 times. Soon enough it will be paramount to remain on the bleeding edge when it comes to converting leads to your MarTech or AdTech companies.

Driving the right kind of traffic will only be tougher. You might notice you’re pulling in irrelevant leads. Or in some cases, they’re relevant – but not yet ready to buy. At the right place – at the wrong time.

Don’t despair – this is a usual roadblock for many B2B companies, your industry in particular. The first thing you need to understand is – your buyer’s journey.

The MarTech/AdTech Buyer’s Journey

The buyer’s journey is the alpha and the omega of inbound marketing. In layman’s terms, it’s the process people take, from understanding that they’re faced with a challenge, to considering what they can do about it, to finally choosing a solution.

Here’s a fun fact for you: More than half (57 percent) of all purchase decisions are made before the buyer even contacts the seller. In other words – buyers go about their due diligence before they even give you a call. What does that mean for you? It means you’re going to have to start making your way into the earlier stages of their research.

It’s important to know that the buyer’s journey differs in various verticals, so you need to first understand how it operates in yours. Sure, you’d want your leads to appear out of thin air and convert into customers right in front of your eyes, but that’s not going to happen. They will definitely go through the buyer’s journey first, which could include:

  1. Browsing online until they come across your company’s blog and it offers them extra value. From that moment on, they realize that their problems can be solved with MarTech or AdTech.
  2. Looking at different marketing software solutions to help them tackle their problems.
  3. Choosing your product after doing enough research to feel confident that you’re the right one for the job.

What makes you special?

If you keep the buyer’s journey in mind, and set yourself up as a viable opinion in their eyes, you’ll improve your chances of them coming to you when in need. We’ll dig deeper into that idea soon enough.

A recent Ascend2 research says less than one in ten (9 percent) of marketers believe they have all the necessary tools and that they’re using them to the fullest. Also, a third (34 percent) of marketers don’t feel they have the right tools, or that they’re even using what they have to the fullest.

What seems to be the problem?
This Walker Sands report, based on a poll of 300 marketers, says budgeting, skepticism towards implementation challenges and resistance to change are the three biggest reasons why they’re not taking on more tools in their MarTech strategies.

Image Credit: HubSpot
Let’s analyze this challenges and try to weave them through the content and the strategy you’re building for your buyer’s journey. We’ll work our way backward.

Resisting change

Even though change is the only constant, marketing teams can sometimes be tedious when it comes to keeping up with the latest trends. A lot of marketers see their software as old, but buying something new, and putting in the effort to learn it, can weigh quite heavy on their shoulders.

What should you do?

Make sure you understand the challenges your ideal buyer is faced with. Then, build awareness content while keeping education and support in mind. At the end of the day, when your potential clients or customers look online for the solutions to their problems, they’ll find you. Don’t forget – your content absolutely needs to be light to consume and helpful/educational. By doing so, your potential prospects will not see you as someone who’s there just to sell and vanish into thin air. Show them that you’re ready to work together, help them understand their roadblocks and how you can make those roadblocks disappear. If they see you as a partner, they’ll probably stick around until the end.

The problem called Implementation

With any technology, there’s always that sense that a certain program can help you get a certain problem out of the way. However, it becomes hard navigating through the program’s rich interface until the right features are found.

What should you do?

Build content that will make them consider your solution. At this stage, they know about you but they’re still not completely confident your product is the right choice and if it aligns properly with the challenges they’re facing. Don’t forget – you need helpful content that puts they buyer’s challenges at the limelight. You can use webinars, videos, walk-throughs and other types of content to help your prospects understand the simplicity and user-friendliness of your products.
When you feel they’re ready for the next step, suggest a free demo. Do that extra step and you will reap many benefits.

B is for Budget

Consider this: just last year, more than 60 percent of marketing team budgets was spent on MarTech and paid search/advertising. In other words, the need for assistance is large and expensive.

What should you do?

Talking about pricing is one of the easiest ways of scaring people away. Obviously, you don’t want to scare people away, so when it comes to new MarTech or AdTech software, it’s best to tread lightly. There’s even an article about it, written by HubSpot’s VP of Marketing, Meghan Keaney. Here are the blog’s three key conclusions:

  1. Choose pricing ranges. There will always be people who will come to your site, see that they can’t afford your product, and move along. By choosing a price range, you’re creating a self-selected group who will continue to go down the buyer’s journey. Instead of wasting time on poor leads that have no interest or financial grounds to go down your sales funnel, you’ll focus on nurturing leads that can actually turn into customers.
  2. Make sure to communicate the prices as clearly as possible. If you’re offering different packages, state it clearly. Even though having an ideal buyer profile is a necessity, sometimes different companies need different things. Through the use of keywords you can emphasize the features your prospects need. That way, you can have leads coming in directly from search engines.
  3. Stay human. After all is said and done – your prospects will still need to make an investment, and bringing in the human factor and encouraging them is an important step. Show them that their ROI is coming real soon.

Final thoughts

For some strange reason, marketing teams of MarTech/AdTech companies are usually considered the biggest marketing gurus. True or not – never stop learning, assisting and tapping your prospects on the back as you lead them into the awesome tomorrow of tech marketing. Also, don’t forget to keep an eye out on the latest social media tips, as those can turn the tides to your favor quite strongly, too.

Barak Hajaj
In my years in the digital marketing industry, I have initiated, produced and promoted marketing strategies and campaigns for various high profiled clients as well as small business owners. During those years, I have gained experience in business development, content management and client relations.I have experience across a broad range of advertising and marketing functions such as SEO, SEM and PPC with diverse industry segment


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