How to Attract the Right Leads to your MarTech/ AdTech Business

By Shoshi Weinstein

PIRO4D / Pixabay

In our world’s revolution of becoming more hi-tech and automated by the day, you’re on the front lines of the movement. Your work is brilliant and innovative, turning some of the more (dare I say it) mundane parts of marketing and ad networking into something of the past. Your software or tool is going to make a lot of companies and individuals very very happy.

With a dramatic increase from 150 to 5000 MarTech companies from 2011 to 2017 though, it’s more important than ever to be ahead of the curve when it comes to prospecting and converting leads to your Mar-and-Ad-Tech tech company.

The trouble is, with so many MarTech and AdTech companies on the market, it can be hard to drive the right kind of traffic. You may find that you’re attracting leads that are irrelevant. Maybe the right leads are coming to your website, but since they’re not ready to buy, are leaving your site without a trace.

The truth is, you’re not alone. This is a common challenge for B2B companies, but particularly for your vertical. With so many fish in the MarTech/ AdTech sea for prospects to choose from, the first step to lead generation success is understanding the buyer’s journey.

The MarTech/AdTech Buyer’s Journey

If I were to make a #1 rule about inbound marketing, it would be to respect the buyer’s journey. Simply put, this refers to the steps prospects take from being aware that they have a challenge, consider their options, and decide which of the available choices is the best solution for them.

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Consider this: Research indicates that 57% of the purchase decision is complete before a prospect even contacts a supplier. Your prospects are doing research online well before you hear from them. Bottom line: you’re going to want to get in front of your prospects at earlier stages of their research.

Use this model to understand how it works in your vertical. As much as you might want instant leads who turn into on-the-spot customers, your true prospects will go through a buyer’s journey before deciding you’re the right solution. This might include:

  1. Searching the web for solutions, only to stumble upon (code for: SEO) your company blog and in turn gaining value from it. From here they begin to understand that their challenge could be solved by MarTech/AdTech.
  2. Considering different marketing software solutions in order to solve their challenge.
  3. Choosing you after feeling confident that you’re the pros that fulfill all their needs.

But why should they choose you? What makes you a pro?

If you respect that process and position yourself as an advisor along the way, there’s good chance they’ll turn to you when the timing is right. But more on how to become that advisor soon.

According to Ascend2, only 9% of marketers feel like they have all the tools they need and are using those tools to their fullest potential. On the flip side, 34% of marketers don’t feel they have the right tools to meet their Go to the full article.

Source:: Business 2 Community

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