Much like every other year, B2B tech vendors are strategizing to maximize the impact of their remaining budget in Q4 while improving reach and engagement with buyers in the new year. But 2022 won’t be just like every other year: Interruptions to spending seen in 2020 and 2021 will make way for increases in IT budgets and company revenues as B2B tech buyers navigate challenges and invest in tech to solve new pain points.
We’ve put together a list of the top ways tech marketers with leftover cash in their annual budget can meet Q4 marketing objectives and prepare themselves for the year ahead.
Four Ways Tech Marketers Can Spend Excess Q4 Budget in 2021:
1. Get a pulse on buyer and tech trends (hint: they’ve changed)
IT buyers are ready to invest again, with budget plans surpassing pre-pandemic numbers: 53% of businesses in North America and Europe anticipate year-over-year tech spending to increase, and 35% predict it will stay the same.
Tech marketers strategizing for 2022 need to keep their eye on the prize amidst the excitement of cash flowing back into the industry. As IT budgets and company revenue continue to rise, savvy tech marketers will leverage this excitement to showcase their solution to address new and emerging buyer pain points.
Taking the time to better understand buyers by reading existing reports, conducting primary market research to dive deeper, and using data to drive meaningful engagement that speaks to challenges disrupting tech in 2022 will differentiate leading vendors from those with a strategy stuck in 2020.
2. Update your messaging/positioning to be agile as the market shifts
Many marketers have an internal team that conducts market research and/or creates custom content on their behalf, but most don’t have the internal resources to quickly pivot when shifts inevitably occur. Fact-based, vendor agnostic research serves as a window into the minds of those using technology and a guiding light toward a strategy that can help them.
Consider using unbiased, third-party research and content that reinforces how your solution addresses tech buyer pain points to increase the relevancy of your messaging and even drive demand in Q4 campaigns. Savvy tech marketers will use research to optimize their strategies in 2022 and garner the attention of in-market buyers.
3. Work with a data partner you can trust to refine (or expand) your target account list
You can’t make informed business decisions without the right data. All tech marketers understand the importance of data, but still find themselves having little to no success in their campaigns. Why?
Because not all data is created equal, and neither are the ways to leverage it. Accurate first and third-party intent data tells a story about what’s being researched, when, and why. Knowing how to effectively use data intelligence drives optimal performance outcomes for engagement with the right content, at the right time, when they’re actively in-market, researching a solution.
4. Leverage a full-funnel approach for a stronger pipeline
Build upon your market knowledge, data intelligence, and revised messaging to inform your campaign strategy with supporting content.
Your campaign plan will vary depending on your marketing and sales objectives —whether it’s a short campaign to generate leads for Q4 (e.g., email, webinars, seasonal contest, content syndication) or a more holistic, omnichannel campaign to drive awareness, engagement, and build a pipeline that will set you up for success in 2022.
Working with a partner that understands your target audience with a trusted marketplace to reach them when they’re in the work mindset is key for engagement.
SWZD offers data-driven marketing solutions that target in-market decision makers in every stage of the buying process. We’re an extension of your marketing team that helps you spot opportunities as the market evolves, refine your messaging or tactics, and ultimately achieve your marketing objectives.