In Part 1 of our blog we examined the first 3 building blocks to put in place as you lay your IT marketing foundations in your technology business.
Let’s now take a look at the remaining 3 building blocks.
No. 4 LEAD GENERATION
Ok, so you have attracted your IT prospect, now the challenge is to turn them into a lead. Proper and effective lead campaigns can attract your IT prospects to take the action you want them to take and to turn themselves into a qualified lead. How to do this? Simple, if you put these actions in place;
- Calls To Action all over your website and blogs to entice the visitor in
- Lead Pages – a landing page that allows you to convert your visitors into leads once they download your promotion/offer/lead magnet etc.
- Lead Capture Forms – to capture data from visitors in return for an offer (lead magnet etc).
No. 5 - LEAD WORKFLOW AND MANAGEMENT
The key to retaining leads is to keep feeding them with interesting IT content until they are ready to convert to qualified status (i.e. become a buyer). The major factors here are;
- To understand your Buyer Personas, who you are marketing to and what that lead is actually interested in
- Segmentation of Leads, based on the Buyer Personas and profile attributes which will drive traffic through your buying process
- Lead significance, which profiles/leads offer the best opportunities to concentrate on
- CRM integration – capture those leads and qualify them and then feed them through your CRM with Marketing and Sales
- Nurture – don’t leave your leads by the way-side. Look after them, nurture them, follow up
- Automate your lead management and keep those leads on your books
No. 6 - ANALYSE AND TRACK
All aspects of your IT marketing programme should be tracked and measured as an ongoing rule. We believe these are the key areas to track, analyse and build upon;
- KPIs and Metrics
- Email Campaigns
- Website traffic and activity
- Social Media
- Lead Pages
- Blogs
SUMMARY
As you can see marketing is now a multi-disciplined, 24 hour a day and constant set of activities. We passionately believe in having the right IT marketing infrastructure in place before you commit to a whole load of spend on marketing. Setting up right, delivering on time, every time and measuring correctly will allow your IT business to flourish.
Want to take your IT marketing to the next level?
Then give us a call at 0207 416 6056 or contact us here.
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