PR officials have a set game-plan to promote single refrigerator units for retail. Selling the same refrigerator in bulk to B2Bs makes their lives miserable. Creating the “buzz” for technology marketing brands needs more involvement from marketers.
Why is it so difficult?
– Technology needs for businesses are specific – to the very last detail
– Purchase costs for B2B tech solutions go up by a huge margin
– Clients are knowledgeable and provided with plenty of options to choose from
In plainer words, PR teams suffer while promoting technology marketing brands to B2Bs. Marketers blame misdirected technological expertise of decision-makers (CMOs, CEOs, CIOs etc.) for dry response rates. Buyers blame miscommunicated promotions of the technology products. Surely, it is no easy job to squeeze out that extra company revenue for the year’s most anticipated technology purchase for any company. Seamless communication between marketing and promotion teams can top the high barrier of B2B technology expectations.
4 Things You Must Communicate to Your Technology Marketing PR Team
In-house or independent: PR teams can’t perform without proper inputs from the marketing department. Here are the 4 things that you must share with them:
1. The One-liner Introduction to your product
Promoting your product starts with one line.
A line like:
“Learn about the best promotion tactics for technology marketing products from this blog.”
A line not like:
“We are a database services company that specifically caters to technology marketing organizations and discuss about different tactics and practices of promoting, marketing and selling technology products/services.”
Pointers to maintain:
– The one-line can be a theme for designing the promotion campaign. Don’t make it as lengthy as your campaign!
– A short, crisp, and catchy line.
– Clear iteration of the product’s objective.
– Direct address (more like an action, rather than a description) to the target audience.
– Choose a main keyword, and stick to it. (technology marketing is the keyword in the above example)
While promotion teams are busy in organizing multiple channels to launch your campaign, it is best that they are provided with the targeted themes. Marketing departments are more equipped with ready-made knowledge from the field. They are abreast with current technology marketing trends and are the best ones to decide corresponding themes.
– The one-liner introduction should be placed strategically in all communications and creatives.
– Proper instructions on its usage will also be of help. Include the main keyword in the instructions.
2. Introductory Email Pitch
Success of PR often depends upon reaching big influences who give added leverage to your promotions. Introductions, for these special cases, should be compact with domain knowledge of the product as well as addressing market requisites. Marketers should be responsible for creating an arresting introductory pitch to high-base marketing professionals from the field.
Pointers to Maintain:
– The pitch should be in the same format of your email marketing campaigns.
Mandatory Information to be mentioned in Your Introductory Email Pitch:
a. Your Company Name*
b. Your Website URL*
c. Your Product Name (hyperlinked to corresponding page)*
d. Description of Your Product (75 words at most), main features in bullets*
e. What makes your technology product better than that of competitors
f. Funding sources
g. Product Launch Date*
[(*)-marked fields are mandatory]
– The email pitch should be in less than 200 words.
– Concise, direct and transparent subject line of 45-65 characters.
3. Access to Data Analytics Report
This should make the lives easy for both marketers and PR professionals. Sharing data analytics reports (at least some of it) makes PR teams more knowledgeable about the ongoing product responses and pitch accordingly.
Things to share particularly from the Analysis Report:
- Hit-List of Media Professionals: If your technology product is compelling, shares from top-notch media professionals can give it a big boost in the market, and increase its credibility.
- Time to Reach Out: Time-zone of your segmented lists of audiences is most important for any targeted campaign. Communicate PR members the right time to contact, in case of multiple target groups.
4. Parallel Access to Campaign Tools
PR is a multi-channel effort and it often requires instantaneous responses. Get the maximum utilization of your marketing automation tool by adding an extra login for your PR team.
This will benefit in:
– Promotion campaigns to be maintained by the ones who are being paid for it.
– Promotions taken care of without spending a single extra dime.
– Urgent broadcasts can be made without the risk of being incorrect.
Technology trends change each day. So should your technology marketing tactics. The best PR team is the one which acts now. So, stop waiting – act!
Need more insights like this? Reach out to Span Global Services. Have a 1:1 consultation with our technology marketing experts.
