Article

Aditi Syal
Aditi Syal 13 May 2016
Categories B2B, Content, Technology

Digital – A Massive Revenue Opportunity for Technology Companies

The blog talks about the new digital revenue engine that high-tech marketers must adopt to justify ROI.

Marketers in technology companies rely on digital demand generation for a majority of their acquisitions. Since the early 2000s, technology companies have adopted, honed and attained digital higher marketing maturity as compared to most other industries. Because of this, marketers in technology companies are among the first to be charged with revenue related performance metrics.

"There is an opportunity for high-tech companies to measure and optimize every digital interaction with their prospective and existing customers. A solid digital marketing strategy not only drives revenue for the business, but it creates efficiencies regarding how advertising and marketing budgets are spent; every campaign can be measured for its effectiveness and optimized to yield the highest returns." - CMO Exclusives

Naturally, most of these marketers have quickly realized that generating quality leads is but one aspect of performance. Converting these leads to a revenue pipeline for sales is what truly matters.

To move towards a revenue impact model, one of the first things that technology marketers need to do is to integrate their marketing technology eco-system to create personalized experiences across digital channels and seek to optimize their content marketing efforts to improve acquisition.

Other key milestones that marketers need to achieve in this revenue journey include:

Being everywhere - Your marketing goal should be to spread out as many online assets as possible so that a prospect searching for solutions lands on your content. With this, focus on high ROI tactics such as blogs and search engine optimization. You will realize lots of “free” traffic through these early investments.

Managing leads before generating demand - Most early stage buyers do not like taking quintessential follow-up calls from sales reps. Hence, your target should be to excel at lead management, especially using automated lead nurturing to develop relationships with qualified prospects.

Smart-insights.jpg

Source: Smart Insights

Investing in right tools - We believe it’s absolutely impossible to manage a prolific marketing function without technology support. You're floating your content on multiple channels, many of these content assets/campaigns require customized efforts for testing, analytics and targeting. Automate your processes now and spend the valuable time you save in focusing on strategic and creative aspects of marketing that drive ROI.

Establishing marketing’s credibility - In a world where you know marketing folks have the highest rates of involuntary turnover in the enterprise, make efforts from day one to use ROI justifications for every penny spent on marketing. By talking about marketing in the same financial language as other functions, you'll be able to establish marketing as a key driver of revenue alongside sales.

Uplifting your potential gradually - It feels great to get the basic website up and running, but what’s next? Continue augmenting your capabilities. Begin with your first AdWords campaign and capture the first lead. Enhance website content, social media pages and keep adding new capabilities, with no end. Take a leap with a step up. At every stage, you must grow the marketing function in maturity and increase its operational capacity.

To gain more insight into maximizing revenue and ROMI through digital marketing, read our brand new eBook, Drive Revenue Through Digital - A Guide for Technology Companies.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
Infographic - The Best Times and Days to Post to Social Media

Infographic - The Best Times and Days to Post to Social Media

With the social media landscape changing literally every single day, it's become a full-time job for social media managers to merely stay up-to-date on emerging and shifting trends and best practices. It's tedious, time-consuming, detail-oriented, and, quite frankly, a bit of a headache. But thanks to this new infographic, some guessing can be taken out of social media management.

Will Price
Will Price 21 September 2017
Read more
Customer Journey Mapping: A Real-Life Approach to Your Digital Marketing Strategy

Customer Journey Mapping: A Real-Life Approach to Your Digital Marketing Strategy

As financial services and insurance (FSI) companies strive to deliver the seamless multi-channel customer experience, the traditional marketing model has been radically reimagined. Innovative institutions are showing how cross-functional teams focusing on the customer journey can work to develop a single view of the customer – an approach that can bring tangible rewards. Yet research shows that large institutions still have some way to go in maximising the return on their investment in this area.

Aoife McIlraith
Aoife McIlraith 18 September 2017
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
10 Marketing Lessons From Apple [Infographic]

10 Marketing Lessons From Apple [Infographic]

The 10-year-old kid, selling ice cold fresh lemonade on the street corner in your local neighbourhood had it right. He or she may not have realized it but the simple marketing strategy that they accidentally and innocently came up with works perfectly on the people strolling by on their daily walk.

Ellie Summers
Ellie Summers 19 September 2017
Read more