1. TECHNOLOGY
MARKETING IN A
CONNECTED WORLD
Planning and Executing High-Value
Marketing
Pam Morton
Marketing Communications
Manager
Digital Marketer
Technology Geek
3. Challenge: Understand and
Engage With Customers
Tell cohesive, customer-focused stories to
create genuine customer dialogue
Craft demand-generation strategies that use
CRM to enable sales, improve lead
generation, and solicit customer feedback
Engage customers in solutions that find them
in the connected world
4. Challenge: Find Customers Where
They Live
Consider stage of sales cycle, audience, role
in sales process (influencer? Decision
maker?), problems in their job function or
vertical industry
Create a clear message, in customer’s
language
Use various media and methods to reach
customers
5. Challenge: Create Genuine
Content
Tell authentic stories about your product or
service that customers respond to on rational
and emotional levels
Use all of the digital tools at your
disposal, create content, and repurpose
content for different audiences
6. Challenge: Marketing to
Millenials
Now business influencers and decision
makers; view connected technologies as
common work tools
Accustomed to very rapid changes in
technology; challenge to engage them in
ongoing basis
Requires market research, customer
profiling, use of social media and mobile
7. Challenge: Generate Demand and
Enable Sales
Design multi-touch campaigns for the right
prospects at the right time
Align CRM and automated marketing systems
Use analytics to test and improve campaigns
Collaborate with sales in campaign planning
and evaluation
8. How Can I Add Value?
Demonstrated creativity in solving the
marketing problems of technology companies
in “the connected world”
Excellent “soft” skills: communication, team
building, collaboration
9. Customer Engagement
Problem: Tektronix sampling oscilloscope
customers impatient for an upgrade after 6
years
Solution: “deep dive” into beta customer need
for technical information: detailed application
notes, constantly updated data
sheets, technical webinars, materials for tech
standards organizations
10. Content Strategy
Problem: TheWebMechanic needed a
compelling website to attract beta customers
to stealth start-up
Solution: beta customer surveys, Google
Analytics to identify site navigation issues, A/B
testing of content
11. Demand Generation, Sales
Enablement
Market
Researc
h
Identif
y Mills
Select
Prospec
ts
Emails
Web
Landing
Page
Leads
to CRM
System
Problem: Tieto wanted to penetrate a new
market segment: packaging paper mills
Solution: The Tieto Packaging Campaign
12. Marketing to Millenials
Problem: Gaco Western
needed to educate influencers:
young spray foam applicators
using a new product
Solution: on-site
training, YouTube instructional
videos, Facebook, Gaco
University website and classes
www.youtube.com/watch?v=RDmaYcnu
If8
www.gaco.com/university.html
Brandon Curyea
Spray Foam
Applicator
Tillotson Enterprises
13. Professional Expertise
15+ years of experience in B2B technology
marketing
Traditional marketing communications: content
strategy and creation, demand
generation, advertising, PR
Digital marketing:
web, SEO, analytics, mobile, social media
MBA in Technology Management, University of
Washington, 2009
Passionate about use of technology in
business
14. Employers and Clients
TheWebMechani
c
Asbury Park
Communications
Technologies: social websites, IT solutions, online
meetings, mobile
applications, semiconductors, electronic test and
measurement, building products
15. Professional Accomplishments
Consulted with Microsoft executives on branding and
recruitment of female software engineers
At TheWebMechanic built a beta community of 1,100
users for complex social networking product in one
year
Created first marketing communications function in
the Americas for Finnish IT solutions company Tieto
Executed Tieto Packaging campaign resulting in $2
million initial revenue and ongoing support fees
Planned and executed Gaco Western demand-
generation campaigns with 3% response rate, positive
ROI
Conducted research of new mobile app markets
Connected technologies are both what we have to sell, and part of the tools marketers use today to do their jobs. Difficult for customers to focus on balance between today’s bottom line and operational efficiencies. Cloud computing revolutionizes software with reduced costs and subscription models. Mobile devices penetrated business computing environment. Millenials demand genuine messaging; have high antennae for being “sold to”. They are most “connected” generation ever, and have short attention spans. Social communications (Twitter, LinkedIn, Facebook, Google Plus, Tumblr, Pinterest, etc) have revolutionized personal and business communications.
What objectives should marketing set to be able to deliver on the promise of connected technologies? Customer dialogue throughout organization, not just in marketing.
Classic marketing says “define message and expected outcomes”. Not always possible to see the expected outcomes.
Story includes product info, but most importantly an understanding of their problem and why your solution is best *for the customer*. Customer case studies, white papers, application notes, data sheets, brochures, blogs, newsletters, press releases
Take their use of digital tools such as social media seriously. Facebook is no longer cool among high school kids.
Demand Generation strategies assume that you have good content.
Product marketing carefully planned the beta customer strategy: test out new hardware and software on product’s most critical accounts.