I know it sounds backwards …
but over the years, this is what I have experienced working with many technology companies against their marketing efforts. In many cases, after assessing the technology company’s market space, a lack of awareness is evident. Investing in brand awareness is often reserved for good economic times when there is extra budget to spare. Therefore, the sales team activity becomes the awareness effort.
This tends to be a very common marketing plan for technology companies.
Certainly the growth of sales revenues is valued, but how many targeted audiences can one, ten, twenty-five sales people expose the brand to? There is only so much time capacity for these sales individuals. In fact, their time devoted to lead generation efforts tends to diminish when the sales force is charged with managing the daily activities of their accounts.
Brand awareness, thought leadership and company credibility are critical in technology, specifically with emerging technology companies that have to prove out their solution to a well-versed audience. This is the point of conflict.
Should technology companies focus their marketing efforts on brand and brand awareness activities that may not drive immediate sales, or should they keep driving the individual’s capability within sales force?
Why not both? These two issues are not mutually exclusive. They can—and must—align.
Technology companies can build smart demand generation marketing efforts that incorporate brand messaging and thought leadership, as well as proof points toward the benefits their technology. With a well thought out, fully integrated lead generation plan, the sales force can work the short term leads, while various marketing vehicles can continue to drive brand awareness with proper reach and frequency.
Close the sale and tell your story at the same time.
