More marketing channels or calls to action (CTAs) don't necessarily generate more qualified leads. Gartner_HT shares 3️⃣ steps that will help technology marketers effectively use a balanced multichannel marketing mix: HighTech ProductMarketing
stage, potential buyers identify a problem and seek solutions, but may not have committed to a project or a budget yet. Spur the buyer to ponder questions like “where should we put this on our priority list?” or “what are other businesses doing?” Typical CTAs direct towhite papers, videos, podcasts or webinars, as well as case studies.stage, buyers shortlist vendors to understand product differentiators and the value each vendor offers.
meeting requests, hosted events, proofs of concept, implementation guides and technical documentationIn a 2021 survey of technology marketers, Gartner found that the most used CTAs were webinars, virtual events and content assets, particularly among respondents representing companies with annual revenue of $100 million or more. Certainly, the pandemic is the likely cause for the increased performance for virtual events, webinars and demonstrations.
The 2021 Gartner Technology Marketing Benchmarks Survey indicated a shift toward a diverse mix of marketing channels among tech marketers, who traditionally relied on in-person tradeshows and third-party events. In terms of channel performance or ability to generate leads, email was the best-performing channel, followed byand search engine optimization . However, the respondents did mention challenges in aligning their email strategy with the right messaging.
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