The actionable IT marketing playbook 2024: Strategies for every stage of your buyer’s journey

Whether you’re planning an entire marketing strategy, or looking to improve an existing one, this guide provides everything you’ll need to know about how to succeed with IT marketing.

Pranita Tamang
12 MIN|March 1, 2024
it-marketing

Relentless competition. Shrinking marketing budgets. No wonder B2B IT providers are struggling to stand out and thrive.

In this era, IT marketing is more important than ever – with success now demanding strategic, savvy marketing to carve out market share and drive growth. Whether it’s delivering cutting-edge IT solutions, managed services, or reseller licenses, the ability to effectively communicate value and differentiate oneself in a saturated market is what sets leaders apart from the rest.

But navigating the complexities of today’s IT marketing landscape requires a nuanced approach. Gone are the days when broad digital marketing strategies sufficed. Today, IT providers must hone in on targeted, intelligent strategies that cut through the noise, making every marketing dollar count amidst budgetary constraints. The quest for visibility and connection with potential clients has intensified, pushing marketers to innovate within tight financial parameters. However, weaving diverse IT marketing tactics into a cohesive narrative that supports customers from initial awareness to loyalty is a complex task.

The key to an awesome IT marketing strategy is a meticulously designed journey from initial awareness to loyal advocacy.

Owen Steer, Senior Marketing Executive

There's a plethora of advice online about content creation, email, paid media, CRM utilisation, and persona development. However, weaving these diverse IT marketing tactics into a cohesive narrative that supports customers from initial awareness to loyalty is a complex task.

In this blog, we give you a strategic roadmap from planning to conversion, designed to elevate the marketing, sales, and conversion cycles of B2B IT marketers. Whether your goal is to overhaul your entire strategy or refine specific aspects of a broader plan, this guide provides the insights needed to excel in IT marketing.

What is IT marketing?

IT marketing focuses on promoting technology products and services to businesses and end-users who rely on these solutions to optimise their operations. Unlike traditional consumer marketing, IT marketing often targets a more specialised audience that requires in-depth technical understanding and solutions tailored to specific business challenges.

Basically, if you want to reach out to this audience then you need to know your stuff. Understanding the difference between RAM from ROM is simply not enough.

Key characteristics of IT marketing include:

  • Technical expertise: Marketing IT services requires a deep understanding of the technology being offered, from software platforms to cloud solutions, hardware, and security systems. Campaign content should demonstrate authority and proficiency to resonate with decision-makers such as CTOs, IT managers, and developers.
  • Solution-based messaging: IT marketing is centred around solving specific problems. Businesses need solutions that streamline their operations, enhance security, or provide data insights. Marketers should focus on how the technology offers measurable benefits and solves real business pain points.
  • Longer sales cycles: IT products, especially enterprise solutions, typically have longer sales cycles due to the complexity of the offerings and the fact that purchases often require the involvement of multiple decision-makers. Marketing efforts need to nurture leads through educational content, webinars, whitepapers, and case studies to build trust over time.
  • Emphasis on ROI: IT buyers often seek a clear return on investment. Highlighting cost savings, scalability, and efficiency gains through case studies and customer testimonials is a powerful approach in IT marketing.
  • Multi-channel strategies: To reach IT professionals, marketers must use a variety of channels such as targeted email campaigns, social media (LinkedIn is key for B2B IT), SEO for niche technical content, and tech-focused events or webinars.
  • Account-based marketing (ABM): ABM strategies are particularly useful in IT marketing, where customised, high-value campaigns are crafted to attract specific companies. This allows for more personalised outreach, relevant messaging, and higher conversion rates.

Navigating IT marketing challenges in 2024

Marketing in 2024 presents a formidable challenge. The diversity of customers and the democratisation of buying mean that standing out in any sector requires marketers to think smarter and work harder. This challenge is magnified in the IT sector due to the specific needs, challenges, and pain points of the average IT buyer. Moreover, the complexity inherent in the technology being marketed adds another layer of difficulty.

For B2B IT marketers aiming to make their mark, several key challenges must be navigated:

  • Senior management buy-in: Convincing senior management, often less familiar with the nuances of modern inbound marketing, to invest in digital strategies is a significant hurdle. The key lies in setting realistic expectations about the challenges and potential of digital marketing.
  • Identifying the right audience: In B2B IT marketing, audiences are not just business-specific but also incredibly niche, requiring marketing to be highly tailored. Understanding and targeting the diverse decision-makers within a business is crucial for success.
  • Translating technical complexity: Simplifying complex technical jargon into engaging marketing material is no small feat. IT marketers must find a balance between showcasing the technical prowess of their offerings and making them accessible to a non-technical audience.
  • Crafting a comprehensive customer journey: Acknowledging the meticulous nature of B2B IT purchases is essential. Marketers must design a journey that accommodates extensive research and decision-making, ensuring potential clients are engaged at every stage.

These challenges underscore the complexity of IT marketing in today's landscape. However, by addressing these issues head-on, IT marketers can develop strategies that not only attract the right audience but also convert them into loyal customers.

Emotions influencing a buyer on his laptop.

6 tactics to excel in IT marketing

Let's delve into the strategic development of IT marketing plans and the execution of these strategies to enhance lead conversion and customer retention.

1. Understand the role of research in a strategic IT marketing plan

Successful IT marketing hinges on meticulous planning and an in-depth understanding of your target market. Before diving into content creation or promotional activities, it's imperative to conduct thorough research. This foundational step ensures your marketing efforts resonate with your intended audience, addressing their specific needs and differentiating your offerings from competitors.

Run a competitor and market analysis

A comprehensive competitor analysis is the cornerstone of any strategic IT marketing plan. It enables you to position your offerings uniquely and compellingly. Begin by identifying key players in your space and evaluating their marketing strategies, strengths, and weaknesses. Tools like Google Trends, Moz, and SEMrush can provide valuable insights into competitors’ online presence and keyword strategies.

This analysis should answer critical questions about your competitors’ unique selling propositions, target audiences, content strategies, and messaging. Good questions to ask:

  • What is the unique selling point of the product?
  • Which buyers are they targeting?
  • How effective is the content strategy and website design?
  • What content types and channels are they using?
  • What messaging are they using to promote their product?

Armed with this information, you can craft a marketing strategy that capitalizes on gaps in competitors' approaches and emphasizes your strengths.

Create a detailed persona

Define your target audience by building comprehensive buyer personas to help tailor your messaging and strategies to meet the specific needs and pain points of different segments. These personas should be based on real data and insights from existing customers, encompassing job titles, industry challenges, and decision-making criteria.

For example:

Persona Name: Tech-Savvy Sam

Job Title: IT Manager

Industry: Healthcare Technology

Age: 35-45

Key Challenges:

  • Navigating budget constraints while upgrading tech infrastructure.
  • Ensuring system security and compliance with healthcare regulations.
  • Keeping up with rapid technological advancements.

Decision-Making Criteria:

  • Cost-effectiveness and ROI of IT solutions.
  • Vendor reputation and customer support services.
  • Compatibility with existing systems and ease of integration.

Goals:

  • Streamline operations with efficient, reliable IT solutions.
  • Enhance data security and patient privacy.
  • Achieve higher patient satisfaction through improved tech resources.

Preferred Information Channels:

  • Professional networks like LinkedIn.
  • Industry-specific webinars and conferences.
  • Trusted tech review websites.

Articulate your value proposition

With a clear understanding of your competitors and audience, you can now develop a compelling value proposition. This statement should succinctly convey how your IT solutions address the unique needs of your target audience better than alternatives. It forms the foundation of your marketing messages and guides the creation of customer-centric content across all channels.

Checkout this blog for a detailed look on how to create a value proposition.

2. Nurture leads through a tailored B2B buyer journey

Once you’ve completed your market research and defined your messaging, it’s time to develop a buyers journey, with relevant content mapped at every stage. An effective IT marketing strategy guides potential customers through a well-defined journey, from initial awareness to loyal advocacy.

Most people are familiar with this stuff. But this is a an ‘ultimate playbook’ so for those that are not we’ve outlined the whole process below – using the healthcare persona from above as an example:

  • Awareness stage

Definition: Customers recognise they have a problem and start looking for solutions.

Example: Alongside using paid and organic media, consider a social media campaign highlighting quick IT tips for healthcare professionals, such as "IT Security Monday Tips." This engages your audience with actionable advice, increasing brand visibility.

  • Consideration stage

Definition: They evaluate different options to solve their issue.

Example: For your eBooks and webinars, create a series that addresses specific IT challenges in healthcare, like "Modernising Patient Data Management: A Healthcare IT Guide." Promote a detailed blog post series reviewing each chapter of the eBook for deeper insights.

  • Decision stage

Definition: Customers choose a solution and decide where to purchase.

Example: Enhance your case studies with video testimonials from IT managers in healthcare, sharing their success stories in implementing your solutions. Create a comparison guide that shows your product's advantages over competitors.

  • Advocacy stage

Definition: Satisfied customers become brand advocates, sharing their positive experiences with others.

Example: Develop an "IT Champions" feature for your email newsletter, where you spotlight how customers have innovatively used your solutions. Offer a referral discount code that customers can share within their professional network.

Consider the journey as a cycle rather than a linear path. Effective IT marketing nurtures leads through awareness, consideration, decision, and advocacy stages, with content and interactions customised for each phase. This approach not only helps in converting leads but also in retaining customers and encouraging them to become brand advocates.

3. Get in front of your audience at the right time

We touched on it above but if we know what stage our potential customers are at, and what content we want to share...how do we get in front of them? What channels and specific interactions are we looking at?

Performance marketing vs Traditional marketing in FFF brand colours.

To effectively reach users at each stage of the buyer's journey, consider doing this:

  • Awareness stage: SEO and social media are key. Optimising content for search engines ensures visibility when users search for related topics. Social media platforms help in spreading awareness through shares and engagement. These methods are low cost but take time to build in effectiveness. Paid can work here of course but just being in your buyers mind, organically, might be enough.
  • Consideration stage: Email marketing and targeted paid ads. Sending educational content via email nurtures leads who've shown interest. Paid ads on platforms like LinkedIn can target users based on their professional interests and behaviors. This allows you to get specific content to specific people directly.
  • Decision stage: Retargeting campaigns and direct outreach. Use retargeting ads to stay top of mind with users who've engaged with your content. Direct outreach, such as personalised emails or calls, can address specific queries or concerns, pushing towards a decision. Case studies, as mentioned above, provide the social proof.
  • Advocacy stage: Email campaigns and exclusive community engagement. Continue to engage through email, offering exclusive content or deals. Encourage sharing experiences on social media or within communities to foster advocacy.

4. Use AI and automation in IT marketing

Before we go much further, this is a marketing piece in 2024, and we haven’t mentioned AI!

The importance and application of AI and automation in IT marketing is huge, these technologies are transforming how marketers engage with their audience, streamline operations, and personalise their strategies. AI and automation enable the analysis of vast amounts of data to predict customer behavior, tailor marketing messages, and optimise campaign performance in real-time.

Robot and human facing each other as they collaborate.

Tools like Marketo for marketing automation and Salesforce Einstein for AI-driven insights are revolutionising engagement by automating email campaigns, social media posts, and even content creation, allowing for a more personalised customer journey.

Chatbots, powered by AI, like Drift or Intercom, offer 24/7 customer service, handling inquiries and guiding users through the sales funnel without human intervention. These intelligent systems can answer questions, provide recommendations, and even schedule meetings, enhancing customer experience and freeing up human resources for more complex tasks.

Furthermore, AI-driven platforms such as HubSpot and Pardot use machine learning to segment audiences, predict the success of marketing initiatives, and automate personalised content delivery, ensuring that the right message reaches the right person at the right time. Incorporating these AI and automation tools into your IT marketing strategy not only improves operational efficiency but also significantly boosts engagement and conversion rates, providing a competitive edge in the rapidly evolving digital landscape.

SPECIAL MENTION: How could we forget to include Compass, our AI-driven platform designed to automate and optimise ABM efforts? Compass allows IT marketers to generate personalised content at scale, manage campaigns efficiently, and make real-time adjustments based on data-driven insights. With Compass, you can maximise your marketing efforts, improve engagement, and ultimately drive better results throughout your buyer's journey.

5. Convert leads into clients

The essence of IT marketing is not just in generating leads but in effectively converting these leads into committed clients. This transition demands a strategic approach that guides potential clients seamlessly through the conversion process.

Balance traffic and conversion

While increasing website traffic is important, the real measure of success lies in converting a significant portion of this traffic into leads and, eventually, clients. To achieve this, marketers should prioritise conversion rate optimisation (CRO), which focuses on converting a higher percentage of visitors into leads by enhancing the user journey and removing obstacles to conversion.

Creating a B2B sales funnel helps visualise and streamline the conversion process, identifying each content piece's role in guiding prospects towards making a purchase. By analysing the effectiveness of this funnel and adjusting based on insights from website analytics, you can refine your approach and boost conversion rates.

Track customer journey with analytics tools 

Understanding the behaviour of your website visitors is crucial for optimising conversion rates. Tools like Google Analytics provide a wealth of data on how visitors interact with your site, which pages they visit, where they drop off, and what actions they take. By analysing this data, you can identify bottlenecks in the customer journey and make informed decisions to improve the conversion pathway.

6. Sustain growth through customer retention

Winning new clients is only half the battle. Maximising the value of your customer relationships is crucial for sustained growth in the competitive IT sector.

Beyond just converting leads, nurturing and expanding your existing customer base can unlock new revenue streams and foster brand loyalty.

  • Deepen customer engagement with personalsed experiences: Use CRM tools to segment your customer base and tailor your marketing efforts. For instance, create personalised email campaigns that address specific customer needs based on their previous interactions and purchases. Offer exclusive access to new products or services and invite feedback through personalised surveys to make them feel valued and heard.
  • Pursue approaches to customer retention and upselling: Engage data analytics to identify upselling opportunities. For customers using a basic version of your software, suggest a premium upgrade by showcasing its additional features and benefits through a targeted email series or a personalised demo.
  • Utilising CRM for strategic customer relationships: Implement a CRM strategy that not only tracks interactions but also anticipates customer needs. Schedule regular check-ins with clients to discuss their evolving requirements and how your solutions can continue to support their goals. Use CRM data to recognize milestones in your customers' business journeys and celebrate them, enhancing customer loyalty.
  • Leveraging customer success stories: Encourage satisfied customers to share their success stories through case studies or testimonials. Not only does this provide social proof for potential clients, but it also strengthens your relationship with existing customers by highlighting their achievements. Host a customer appreciation event, either virtually or in-person, to showcase these success stories and network among your customer base.

Predictions for IT marketing in 2025

As we look ahead to 2025, several key trends are poised to shape the landscape of IT marketing:

1. AI-driven personalisation and automation will evolve further

AI will play an increasingly central role in IT marketing strategies in 2025, with the market value of AI expected to reach around $190.61 billion. AI-powered tools will enable:

  • Hyper-personalised content and product recommendations at scale
  • Automated customer service through advanced chatbots and virtual assistants
  • Predictive analytics for more accurate forecasting and decision-making

IT marketers should continue to apply AI to tasks like content creation, data analysis, and campaign optimisation to stay competitive and boost productivity.

2. Voice and conversational marketing will become critical players

With the proliferation of voice-activated devices, optimising for voice search will become crucial. In fact, it may be as pivotal as SEO itself. IT marketers should:

  • Adapt content for conversational language patterns
  • Develop voice-activated shopping experiences
  • Create interactive voice ads for smart speakers and virtual assistants

3. Companies will supercharge data-driven marketing with customer insights

Advancing customer insights through data will remain a key focus for IT marketers. This includes:

  • Building sophisticated first-party data capabilities
  • Developing new lead generation and management systems
  • Focusing on attribution and measurement to prove business impact

4. Video content will dominate even more

Video will continue to be a critical medium for in 2025, with one report indicating that 89% of consumers want brands to use video more. IT marketers should prepare for video impacting their own campaigns by:

  • Investing in short-form video content for platforms like TikTok and Instagram Reels
  • Applying user-generated content in video campaigns to increase authenticity
  • Using video for product demonstrations, customer testimonials, and educational content

5. Social media as a search engine

Social media platforms will increasingly function as search engines, requiring IT marketers to adapt their strategies. While it is unclear whether this trend will directly impact IT marketing, it will likely involve:

  • Optimising social media profiles and content for search
  • Using social commerce features for direct sales
  • Collaborating with influencers to expand reach and credibility

Need help with your marketing strategy?

Guess what? We can help you put together your IT marketing strategy. We can also help you execute against an existing plan.