B2B Target Market
-
Industry Selling on Pause? Rethink Your Targeting
Nearly every industry has been affected by COVID-19. Changing work conditions, layoffs, manufacturing delays, and disrupted supply chains mean that all companies have to get creative to reach their revenue goals. B2B technology marketers have been impacted as well. As our customer bases and target markets react to the shifts in purchasing, our carefully-thought-out projections…
-
How To Write To Your Highly Technical Cybersecurity Professional Audience
When writing good assets for cybersecurity marketing funnels, marketers and content strategists have to show a knowledge and understanding of the technical parts of the software while ensuring that potentially less-technical decision makers have the information they need to make a purchase decision. You can balance these seemingly opposing types of writing. It will take…
-
Helping Companies Find The Budget For Cybersecurity Products
According to a report by Canalys, cybersecurity spending only made up two percent of overall IT budgets for 2018. You have a huge opportunity to help corporations even out IT spending by focusing on prevention, monitoring, and security tools that teams only purchase after it’s too late. Cybersecurity budgets are difficult to argue for because…
-
A Value-Added Approach for Marketing to CISOs
In large and enterprise organizations where data is the product, the CISO makes decisions about cybersecurity purchases. While these individuals often have a background in IT, data analytics, or software development, by necessity they also control budgets, growth, and revenue drivers like C-levels. Selling to the CISO can feel impossible, even if it is easier…
-
They’re Not Paranoid, They’re Security Pros: Successfully Finding and Marketing to the IT Security Audience
Security IT professionals, as a target customer, are likely the most difficult target market to reach. These pros know the value of their own data. They know that their data can be sold and that access to their professional and personal data could pose a security threat to their companies. Most IT professionals go to…
-
Targeting the Small Business Decision-Maker
Claire Tassin, a senior executive advisor at CEB, was a recent guest on our podcast, B2B Nation. In this episode, we discussed: Below are some of the highlights from our conversation.* The Challenges of Marketing to Small Businesses “Small businesses are extremely busy with their own customers and so many other tasks. For marketers to…
-
7 Ways to Get More B2B Product Reviews
Buyers use reviews to get an unbiased picture of how a product will perform based on previous user experiences. In some ways, this is a universal truth, but it has slightly different implications for B2C and B2B purchase cycles. In a B2C purchase, reading reviews is often a final step that leads directly to the…
-
Cloud Encryption: Differentiating Between Symmetric, Asymmetric & Hashing
Having reliable encryption is paramount when storing valuable data on the cloud. Without a strong sense of security, there’s good reason to believe that information is vulnerable to be hacked or swiped, which could be devastating to some companies and institutions. How much security is needed on the cloud can depend on a case-by-case basis,…