For marketers working in tech and SaaS, staying ahead of your competition and delivering results in 2021 should form part of your lead generation and brand strategy.
We’ve listed 5 key marketing trends that marketers in these sectors should know about and implement to drive continuous growth.
There are a number of trends and tactics you should be aware of ahead of 2021. You need to effectively implement, master, and start seeing results from them now — staying ahead of the curve is the only way to stay afloat. It’s safe to say we’ve embraced multiple changes and challenges over the past year, and those of us still thriving have proven to be more agile, adaptable, and prepared for change than we thought possible. But now is not the time to stand still — instead, we must drive forward.
So, how exactly can high-performing tech and SaaS marketers secure success ahead of the new decade?
1. Increased demand for rich media and technology capabilities
“Connection is the energy that is created between people when they feel seen, heard and valued.” – Brene Brown, professor, author, and podcast host.
We have never been more digitally connected than we are in 2020. And, as 5G rapidly reaches mainstream use, connectivity as we know it will be turned on its head. With seamless, high-speed internet — up to 400 times faster than 4G — expect to see content consumption at an all-time high. And remember, this will transform the opportunities presented by your content strategy, too.
Think real-time engagement and instant information; rich media; seamless streaming; an influx of actionable data, interactive and brief content for social media, and more. Ensure everything you create and share drives traffic back to a fast-loading, engaging business website, ready to capture leads and see conversions. Remember, website intelligence instantly maximizes ROI from your visitors — and in turn, your content strategy.
2. Trust and authenticity: at the heart of brand success
Before devising your marketing strategy for 2021, it may be time to assess your key messages and overall business vision. The tech and SaaS market is expanding, and to stand out, you need to be human. According to a 2020 survey by Kantar Media, 93% trust family and friend recommendations, while just 38% trust information from advertisers. So, instead of opting solely for paid ad campaigns, consider building value through influencer relations, organic social media, client advocacy, and unbeatable customer experience. Acknowledge the value of website engagement, educational content, and happy employees. Be authentic; build trust; always choose empathy; and create long-lasting relationships — not just sales.
3. Big data and analytics as innovation enablers
“Data will talk to you if you’re willing to listen.” – Jim Bergeson, president and CEO of Bridgz Marketing Group.
To innovate and improve processes, we must first uncover patterns through intelligent data and insight. According to the Institute of Physics, it would take approximately three million years to download all the data that is currently on the internet. It’s there — so we need to use it. By understanding our customers and their behavior, we can make accurate predictions and construct relevant buyer journeys. When paired with automation, artificial intelligence, and efficient technology, data can drive important business changes; deliver bespoke, personalized marketing campaigns quickly, and enable instant communications with website visitors, prospects and customers. After all, speed is one of the primary benefits of data-driven marketing, according to CMO.
4. Automation to disrupt, deliver and scale marketing success
According to Deloitte Insights, more than 70% of C-suite executives value digital solutions that deepen their connection with people; and 63% believe they’ll rely on these technologies more than they did prior to the COVID-19 pandemic. That’s where automation comes in; empowering you to connect with website visitors, prospects, and customers faster, more easily, and at scale. In challenging times, with limited resources, changing work environments, growing demand for personalized experiences, and constant communication — automation is disrupting the way we once worked. From email blast campaigns to website intelligence and real-time engagement, expect automation to be a pivotal component of your strategy in 2021.
5. Reinvent your website
“Your website is one of the first impressions that someone will get of your business.” – Stoney Degeyter, author, speaker, and president of Pole Position Marketing.
As tech and SaaS marketers, we know our websites hold more power than they once did. We continue to hurtle towards a completely digital future — and so we must re-imagine our websites, not as static, online brochures, but as active hubs for lead generation. Use intelligent analytics to fuel your decision making; introduce SEO and CRO strategies to drive and convert relevant traffic; and ensure mobile responsive design. Enhance your user experience for a seamless on-site journey; enable on-site purchases to meet the demand for entirely digital buyer journeys, and implement website automation to deliver personalized recommendations, immediate responses, and transform visitors into leads — instantly and at scale.
Web Insights is an intelligent automated website visitor identification technology, empowering technology and SaaS marketers to harness the power and potential of their websites. The solution identifies your website visitors, creates enriched contact and firmographic data, and delivers opportunities automatically to the most relevant team member in real-time. Segment data with ease; integrate seamlessly with your existing mar-tech stack or CRM for enhanced results. Route leads and opportunities to the right stakeholder or add to workflows for instant communication or nurture, and turn website visitors at every stage of the funnel into leads, and ultimately business success.
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