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How to Start Growing Your B2B Tech Business

24 September 2024
How to Start Growing Your B2B Tech Business

Table of Contents

Introduction

If you're a B2B tech business owner, perhaps you're looking for innovative ways to grow your company. Today's digital landscape offers numerous opportunities to connect with your target audience and expand your reach. This article will guide you through the process of growing your B2B tech business using a combination of Digital Selling strategies, including live streaming, social media, email marketing, and analytics. Let's dive in!

Growth means different things to different people.  For the purposes of this article, let's say growth is a combination of other businesses being connected to you in one way or another, and the other is actual revenue opportunities, all of which present B2B digital marketing challenges affecting growth.

Starting with business connected to you; firstly you need to get yourself a database of your total addressable market.  These are all the people in your geographic areas that you could actually service.  The acronyms are TAM, SAM, SOM.  Total Addressable Market, Serviceable Addressable Market and Serviceable Obtainable Market.  First you need to know how big your market is, then if you can support it and finally if you can financially reach this chosen market.

Now you have your database, the next stage is to contact them.  But how?  Cold calling is out of the question as it will be like finding a needle in a haystack.  you do this in two ways.  First you email everyone as part of a specific campaign with the objective of them watching your live show or listening to your podcast - Oh! I didn't get to that bit, yes, you'll be broadcasting a live show every week or rather your salespeople will. At the same time as emailing your TAM, you'll upload th same database to LinkedIn and start an awareness campaign, inviting your TAM to either follow your company page (you do have a company page right!) to join you live online.

Having worked in, research and clawed my way through sales and marketing for the past thirty years, I can categorically say this is the only sure-fire way to reach your TAM and engage with them at scale, wherever they are.  If they are able to get to know, like and trust you, online, then they'll buy from you, especially of you're not forcing them to fill out an online form when they want to learn something.

It might seem exciting at fist to get an enquiry, but in reality, less than 80% of people are prepared to fill out an online form and if you were to narrow it down to B2B, it would be even higher.

Pivoting to Digital Selling

As mentioned above, traditional sales and digital marketing strategies are no longer effective in today's competitive market. As technology evolves, businesses need to adapt and embrace new approaches like Digital Selling. One such strategy involves pivoting from traditional selling to digital selling, which you can learn more about in this articles aptly called How to Pivot to Digital Selling.

Benefits of Digital Selling

  • Enhanced customer engagement
  • Increased brand visibility
  • Access to a global audience
  • Lower marketing costs
  • Real-time data and analytics

Creating Engaging Content

Copywriting

High-quality copywriting is essential for capturing your audience's attention and driving conversions. Hire skilled copywriters or use AI tools like ChatGPT to create targeted content that speaks directly to your customers.

Authentic Visuals

Incorporate genuine photography to showcase your company and its employees, providing a more authentic and relatable brand image.

B2B Video

Leverage the power of B2B video to create educational content, customer stories, and product demonstrations that help prospects understand the value of your offerings.

Podcast Production

Increase your exposure to a wider audience with podcast production, which allows you to share valuable insights and expertise in your industry.

Harnessing the Power of Live Streaming

Engage with prospects at scale using live streaming. Thanks to low-cost technology and equipment from companies like Blackmagic Design, live streaming is now more accessible than ever. Host weekly live stream shows to showcase your products, answer questions, and build a strong community around your brand.

Social Media and Email Marketing

Social 444

Automate your social media posting with Social 444, ensuring a consistent and engaging online presence.

Email Marketing

Capture leads and nurture relationships through personalized email campaigns. Combine email marketing with social media advertising banners to drive traffic to your live stream events.

Adverts

Maximize your online visibility with targeted adverts on platforms like Google Ads, Facebook, LinkedIn, and Twitter. Tailor your ads to reach your total addressable market effectively and profitably.

Tracking and Analytics

Monitor your marketing efforts with Google Analytics and Google Tag Manager to identify what's working and make data-driven decisions for continuous growth.

SEO & SEM

Optimize your content for search engines using SEO & SEM strategies to improve your online visibility and drive organic traffic.

Key Takeaways

  1. Embrace digital selling and pivot from traditional sales strategies.
  2. Create engaging content, including copywriting, visuals, B2B videos, and podcasts.
  3. Harness the power of live streaming to engage with prospects at scale.
  4. Leverage social media, email marketing, and targeted adverts to reach your total addressable market.
  5. Monitor and analyze your marketing efforts using analytics tools and SEO/SEM strategies.

FAQs

Q: How can I increase my B2B tech business's online visibility?

A: Combine engaging content with SEO & SEM strategies to improve your search engine rankings, use targeted adverts on popular platforms, and maintain a strong social media presence.

Q: What role does live streaming play in growing my B2B tech business?

A: Live streaming allows you to connect with your audience in real-time, showcasing your products, answering questions, and building a loyal community around your brand.

Q: How do I know if my marketing efforts are effective?

A: Use tracking and analytics tools like Google Analytics and Google Tag Manager to monitor the performance of your campaigns and make data-driven decisions for continuous growth.

Conclusion

Growing your B2B tech business requires a comprehensive and innovative approach that combines digital selling, engaging content, live streaming, social media, email marketing, and data-driven decision-making. By implementing these strategies, you can expand your reach, engage with your target audience, and ultimately achieve sustainable growth.

This is the most exciting and engaging approach to new B2B selling and fortunately very few businesses have adopted it because they're all still trying to get existing B2C strategies to work in a B2B which does not work and will never work.

If you'd like to have a chat about the above or any aspect of new business development, give me a call.