A Tech Marketing Multiplier for Prospect Acquisition

Bob Sperber, Editor, Branded Content

As a B2B technology marketer, you can use your in-house resources to reach your existing customer base, but you also use various forms of paid media to attract prospective buyers who may not know your company (yet).

To extend brand reach and awareness among these prospects, you typically work with targeted industry media firms, and select multiple ad and marketing solutions. Knowing how, why, and when to deploy them is a major key to success. If you do so in a coordinated manner, these tools and tactics can reinforce one another to create branding synergy and more effective market outreach.

ACME Technical Solutions is on the right track

Every company’s marketing plan is different, and disclosing details could be an NDA risk. So let’s look in on ACME Technical Solutions, an innovative (fictional) manufacturer of specialized WB Sensors used for processing plastics and manufacturing parts in products used in medical and other applications. 

The company established quarterly themes aligned with industry challenges and partnered with Informa Markets – Engineering (IME), because it exhibits at IME’s MD&M and Powder Show expos — and is targeting audiences across multiple IME media outlets with the right audiences, technical credibility, and resources. 

ACME has chosen multiple integrated IME resources: a consistent digital banner ad presence with Powder & Bulk Solids; monthly newsletter sponsorships with MD+DI, Design News, and PlasticsToday. This also earns the company Priority Points for better trade show booth position. Each tool in ACME’s plan has its own purpose, timing, and approach to new prospect acquisition:

• Digital banner ads are scheduled year-round in three-to-six-month flights. They maintain a consistent presence to build brand awareness among engineers and operations managers visiting media websites.
• Webinars are scheduled quarterly to nurture prospects through different decision stages. The presentations feature technical leaders and customer success stories to demonstrate expertise and thought leadership while generating qualified leads.
• Newsletter sponsorships are scheduled to run monthly in media newsletters. These provide high value, deepening ACME’s reach among prequalified prospects, whose subscription signals that they actively seek industry information. 
• Event-specific promotions for major trade shows intensify six to eight weeks before the event and continue for two weeks after for maximum recall and impact. They promote ACME’s messaging including booth location and new product news and demonstrations.
• Custom content for ACME includes papers or ebooks that serve as lead-generating downloads linked to content marketing. When the initial campaign is over, these digital assets are hosted on the company website, used as webinar takeaways, and serve as sales tools for lead follow-up after events. They’re also used as educational tools for customer contacts seeking to deepen their team's knowledge.

ACME’s coordinated plan is on the right track, however, when it comes to your real-world prospecting plans, we also suggest coordinating the timing of your prospect acquisition activities.

For example, your campaign can begin with banner ads and newsletter sponsorships by establishing your identity. These can be followed by engagement opportunities such as webinars and content marketing campaigns. These, in turn, can include campaigns supported by custom content which is important for market education and lead generation. 

Building brand awareness requires long-term commitment, especially in technical fields where sales cycles are long and decision-making processes are complex. Additionally, success metrics can be difficult to track. To reach and engage high-value prospects, it’s best to focus on engagement quality rather than quantity. The most qualified among them will spend more time interacting with your content, website, and ultimately, your sales team.

The earlier you discuss these strategies with your marketing partners, the easier it will be to develop activities and schedules that best align with industry events, seasonal considerations, and content opportunities.

To learn more, consult your representative or download the appropriate marketing planner(s) using the links below.