If you are a B2B company that offers a technology solution, you may be wondering how to find and reach your ideal customers. You may have tried various marketing strategies, such as inbound marketing, content marketing, social media marketing, email marketing, etc. But have you considered targeting install base technologies?
Targeting install base technologies is a form of account-based marketing (ABM) that focuses on identifying and engaging with prospects who are already using a specific technology or a combination of technologies that are relevant to your solution. For example, if you offer a cloud-based CRM software, you may target prospects who are using Salesforce, HubSpot, or Zoho CRM.
Marketing to install base technologies has many benefits for B2B companies, such as:
- It helps you narrow down your target market and focus on the most qualified leads. By targeting install base technologies, you can filter out prospects who are not likely to be interested in or need your solution. You can also segment your prospects based on the type, size, and industry of the companies that use the technologies you are targeting.
- It helps you tailor your messaging and value proposition to your prospects’ pain points and goals. By targeting install base technologies, you can understand the challenges and opportunities that your prospects face with their current solutions. You can also highlight the features and benefits of your solution that address their specific needs and preferences.
- It helps you gain a competitive edge and differentiate your solution from others. By targeting install base technologies, you can identify your direct and indirect competitors and analyze their strengths and weaknesses. You can also showcase how your solution is better, faster, cheaper, or more innovative than theirs.
- It helps you increase your conversion rates and customer retention. By targeting install base technologies, you can build trust and credibility with your prospects by demonstrating your expertise and industry knowledge. You can also nurture them with relevant content and offers that move them along the buyer journey. Moreover, you can delight them with personalized service and support that increase their satisfaction and loyalty.
How We Target Install Base Technologies Effectively
- Conducting market research: Identify the technologies that are most relevant to your solution and the companies that use them. Utilizing various sources of information, such as competitor websites, social media pages, industry review sites, online marketplaces, and social media ads.
- Creating buyer personas: Creating detailed profiles of your ideal customers based on their demographics, psychographics, motivations, pain points, information sources, decision criteria, and buying journey stages.
- Develop targeted content: Develop content that addresses the specific needs and questions of your buyer personas at each stage of their buying journey. We use different formats and channels to deliver your content, such as blogs, white papers, webinars, videos, podcasts, social media, email, etc.
- Implement targeted campaigns: Implementing campaigns that target your buyer personas based on their install base technologies.
- Measure and optimize your performance: We measure and analyze your key metrics and KPIs to evaluate how well we are targeting install base technologies. Use our platform called Byonic to identify gaps and opportunities for improvement. Testing and refining strategies and tactics to optimize your results.
By targeting install base tech, we can reach more qualified leads, communicate more relevant messages, differentiate more clearly from competitors, and convert more customers.
