Originally published on The CommsCo blog. Read the full post here.
Today was my last day at London-based Caplin Systems, a fintech company where I’ve spent the past (nearly) five years helping to craft and deliver messages surrounding e-distribution in the capital markets.
I will really miss my tech marketing role and my colleagues at Caplin, but for me it’s an exciting time because I am moving on to a role where I get to focus almost exclusively on social media and content marketing (more about my new role tomorrow!)
As I close the chapter on nearly 15 years of B2B tech marketing in software companies, I thought I’d reflect back on some of the top lessons I’ve learned during my time as a day-to-day B2B tech marketing manager.
I could write a novel, but here are 10:
1. Technology is great, but simply telling new prospects every single thing about your technology is not the magic key to selling your technology. What you’re selling is not technology. You’re selling solutions to business problems and your marketing needs to convey that first off. There is a time and place for deep dive technical information and it’s usually much further down the selling cycle.
2. You may have really clever product names, but unless you are a very well known brand I am willing to bet that your product names will not mean that much to most people outside of your organisation. Describe your product and solution and make sure you don’t litter your press releases and award entries with too many product names. Same goes for your website. From an SEO POV, you’d be better off frequently using the commonly used category name for your offering, helping you to own that category in search results.
3. It’s all about the end user. When an end user experiences excellent electronic interaction in one area of their lives, they expect it everywhere (and they won’t hesitate to say so across a variety of forums!) Your end users are going to expect the most advanced approach and delivery because they already experience it using technologies daily. So Continue reading As I say farewell, here are 10 things I’ve learned in tech marketing
The press release announcing my recent move! Click here for the full release.
Eric Schmidt’s predictions aren’t always spot on and even he admits he sometimes misses the boat, but given his overwhelming success in
telecoms I wasn’t about to dismiss his claim in an interview with Bloomberg TV about 2014 trends:
“The trend has been that mobile was winning,” he said. “It’s now won.”
Some of the top content marketers out there think “mobile” is too general a category to include in their 2014 marketing trends, but I agree with Eric – 2014 is set to be the year of mobile.
Why do I think this is the case? Continue reading Eric Schmidt is right: 2014 = the year of mobile. What should marketers do?
2013: A year of adjustment
If 2012 was the year of change, then 2013 was definitely the year of learning to adjust. In February, I started back at work after 7 months of maternity leave and began the frantic juggling act that all working mothers with young children must do. I am proud to say that I did manage to pull through and adjust to this new existence. I learned to stop kicking myself for not being able to blog on techtalkmarketing as much as I had done pre-baby and to use the tools out there to help me continue being a valuable content creator and marketing manager for my company.
Here’s what I learned
1. On various projects, I realised our web content was killing us. This is a topic I will expand on in 2014 because it was one of the biggest lessons I learned this year. I was lucky enough to work with talented web developers and other content creators and along the way we realised that our content was so vast and inclusive that after reading it (if indeed anyone did read it all) people had no need to ask us questions about our products and solutions.
2. Less is more. Continuing on the theme from point 1, Continue reading 2013: My top ten content marketing lessons
I hope my guest post on sofarbeyond’s site on my 5 top social media tools was well received. My LinkedIn contacts obviously liked it – looking at LinkedIn’s new “Who’s Viewed Your Updates” feature, I can see that it got 257 views via LinkedIn. Another great LinkedIn feature, and also proof that sharing via LinkedIn may drive more traffic than any other referral channel.
It seems like there’s not a day that goes by where I don’t find reason to love LinkedIn’s company pages all the more. In August I realised that colleagues were “liking” the updates I posted to our company page – making the page both a useful internal communications tool as well as an effective way to spread word of our company news even further.
Have just realised colleagues are “liking” updates on our #LinkedIn company page. It’s becoming an internal communication system.
— Jennifer Reid (@jennmaitland) August 28, 2013
This past week I started thinking…..the LinkedIn company pages are so easy to update and lay the news out in such a nice way (along with stats on clickthroughs) that it’s a real shame that we can’t have this type of page for as an “in the news” page on our website.
I spoke to a web developer I work with and voila! He pointed out the new LinkedIn Company Page API. He said that there is a good chance he can build an import plugin to load the LinkedIn Company Page content into our content management system……which means that we could effectively stream our company page updates into an “in the news” page on our site.
How cool would that be?! No more clunky updating of news coverage pages!
As if all that weren’t enough
On September 12th, Buffer went and announced Buffer for LinkedIn pages. I already have a personal Buffer account for sharing my own updates to Twitter and LinkedIn, but I think it’s now time to get a business account so that we can easily share company news to Twitter, LinkedIn, our LinkedIn Company page, any relevant LinkedIn Groups, and our Google+ business page.
Watch this space – I’ll keep you posted on whether the LinkedIn import plugin experiment was successful!