Running a business means juggling countless priorities at once. In the current climate, many are focused on managing costs and maintaining cash flow. However, as we move further into 2024, and interest rates begin to decline, businesses are shifting their focus back to growth, innovation and efficiency.
In business, we often focus on two critical questions:
- Will this save my business time?
- Will this increase revenue?
When marketing technologies to businesses, it's essential to understand their mindset and address these core concerns. By doing so, you position yourself ahead of the competition, demonstrating a commitment to adding real value.
Too often, business technology marketing fixates on technical specifications that company owners or executives simply don't have the time or bandwidth to decipher. What they need is technology that offers an immediate solution to a pressing issue within their organisation. These challenges are rarely about the technology itself - they’re about processes, people, efficiency, or financial concerns.
You’re not just in the technology business, you’re in the business of providing solutions. By reframing your approach this way, you immediately add value and become a trusted presence in their daily decision-making.
Another crucial aspect of technology marketing is recognising that your product is simply an enabler of others' genius. Your solutions are designed to help them succeed. Business is often ego-driven, so position your audience as the hero - the true drivers of success - while your technology supports their journey.
A key principle to remember is to put yourself in the shoes of the business you're selling to. You may be offering a technology, but what does that businessperson truly want to buy? Study your audience and develop clear buyer personas. This discipline will help you identify the most compelling value propositions, increasing your chances of successful sales.
Consider this: If I run a successful engineering firm, I already know my work is top-notch because my track record speaks for itself. My challenges lie in getting bogged down by administrative and IT issues that divert me from the brilliant engineering work I’m passionate about. Effective technology marketing should highlight how your solution can free up my time, allowing me to focus on what I do best. The tech just works, streamlining my processes and empowering me to do more of what I love. In this scenario, your technology isn’t just a tool - it’s a catalyst that supercharges my ability to improve my business. Now that sounds like a worthwhile investment.
At Contagion, we partner with leading technology companies and successful SaaS operators to help them achieve their goals. Let’s connect—we’d love to discuss how we can support your success.