Digital Marketing for High Tech, B2B, and SaaS Companies
Technology Sales Are Complicated
The selling process for IT solutions and other B2B-related services and products is very different than for most things that consumers buy. We call these “highly considered purchases” to distinguish the process from an impulse buy.
The purchasing organization may begin by analyzing whether they really need the technology. They may define some success metrics that the solution is expected to exceed. They develop a list of potential vendors, which is then reduced to a “short list.” Following that, there are demos, pricing discussions, and other negotiations.
If the solution is pricey and will change the way the buying organization operates (which is often the case) then there will be multiple buying influences; technical, operational, and financial members of the organization will weigh in before any papers get signed.
The Attribution Dilemma
As a seller of complex solutions, one of the biggest challenges you face is attribution. Once a sale occurs, it’s important to determine which campaign or campaigns contributed to that sale and how much each campaign contributed. Without this information, it’s very difficult to justify expensive advertising and marketing budgets to senior management.
At Market Vantage, we specialize in difficult marketing problems with complex, and often lengthy, sales cycles. We are keenly focused on teasing out the best attribution data we can for our clients. In an environment where each click can be very costly, we have always prided ourselves on making every investment count.
We’d love to talk with you about your current approach and explore how we could help.
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A Sampling of Our B2B Technology Clients
Market Vantage is an experienced partner in technology & SaaS marketing. We are proud to have been chosen to serve the following organizations over the years:
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