B2B tech sales are a little more difficult because of their complexity and longer buying cycles, but there are plenty of ways to overcome these challenges and generate a constant stream of tech leads.
In this article, we’ll share proven techniques to help you future-proof your campaigns, supercharge your tech manufacturing lead generation, and consistently bring in high-quality tech leads.
ABM is the Way to Go
Account-based marketing (ABM) remains a top-performing strategy and a lot of B2B industries swear on its effectiveness, and B2B tech is no exception.
ABM allows companies to create highly personalized campaigns that target ideal customer profiles and ensure brand messaging resonates deeply with the proper accounts. Instead of trying to capture the attention of a lot of people, ABM focuses on small, high-value segments, delivering tailored experiences to increase conversion.
In fact, according to Momentum ITSMA’s Global ABM Benchmark, out of 300 B2B marketers:
- 90% of them have implemented ABM program(s);
- 81% say that ABM delivers higher ROI than other marketing, and
- 48% of leaders say that ABM enriches all of their marketing activity.
Discover how Callbox and Appliance Technology Firm teamed up for a successful ABM Campaign.
That’s especially useful for B2B tech manufacturers and resellers where buying decisions involve multiple stakeholders.
Pro Tip: Combine ABM with real-time intent data to identify accounts actively searching for tech solutions.
Use B2B Influencers and Thought Leaders
B2B influencers and industry leaders bring a lot to the table.
When B2B influencers in the tech community endorse a particular brand, people’s trust in that influencer is transferred to the brand, leading to a phenomenon known as “trust by association.”
This helps elevate an organization’s brand and attaches new feelings and emotions towards it, especially for IT resellers looking to break into competitive markets or establish credibility with enterprise buyers.
Influencers provide access to highly targeted networks, making this an excellent complement to traditional outbound campaigns. Learn how to set your IT business apart from your competitors.
CoMarketing Works
Collaborating is one of the most effective marketing methods because it enables two organizations to combine their resources to achieve a broader reach and increased revenue. It’s perfect for IT resellers who sell complementary products or services (e.g., cybersecurity with cloud services) or for manufacturers teaming up with software vendors to deliver bundled solutions.
Key benefits:
- Shared content + audience = wider reach.
- Lower costs for program execution.
- Stronger value proposition to the market.
As a marketer, you should also take note of other brands’ tech products or services that complement the ones you provide, and attempt to work with these brands to create more powerful campaigns.
Special care must be taken to ensure that there are no conflicts of interest in the products and that specific boundaries are established before the start of the co-marketing program.
Attract and convert more high-value accounts.
Improve SEO
70% of the buying process is completed before a buyer even reaches out to a tech manufacturer or reseller with interest. This means your content needs to be present when decision-makers start searching.
You need more than educational content—you need rankable, discoverable, and intent-matched content that performs across the funnel.
- Start with bottom-of-funnel content targeting keywords like “best tech manufacturers” or “lead generation for IT resellers”.
- Optimize for schema markup, page speed, and structured internal linking.
- Focus on Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) principles
Even if they don’t rank well for their target keywords, their educational content still has to rank regardless.
Evolve our traditional SEO strategy today! Discover how to boost your website’s visibility in the age of AI.
Content
Once basic educational content is up, there should be a constant effort to produce content that addresses particular problems that different prospects face in their respective industries.
These should consider pain points, challenges, opportunities, and examples of other companies dealing with the same problems.
This form of personalization allows content to resonate even more with the target because it is highly personalized and relevant to their challenges. If you’re integrating ABM, create content for each stage of the buyer’s journey—from awareness to conversion.
Lastly, there should also be content for the non-technical DMU who wants to be informed about your product but doesn’t want to sift through technical jargon and specifications that are not related to their field.
Use LinkedIn
After Microsoft acquired LinkedIn, the platform has evolved into the #1 B2B lead generation channel, with 89% of B2B marketers leveraging it to drive qualified leads.
The truth is, marketers who are still not tapping into LinkedIn’s vast network of leads are missing out on a potential gold mine of prospects.
Another great thing about LinkedIn is that selling and marketing are the norm, given that everyone on the platform is there in a professional capacity. Although we won’t recommend hard-selling tech products or services on the first message, it’s a venue to network, collaborate, and grow revenue.
Tech manufacturers and resellers looking to supercharge their LinkedIn campaigns should consider investing in tools like LinkedIn Sales Navigator to aid in prospecting on the platform.
Bonus Tip: Adopt a Multi-Channel Strategy
According to Forrester, buyers interact with an average of 27 touchpoints before making a purchase. This means single-channel efforts aren’t enough.
Whether it’s for lead generation for IT services resellers or tech manufacturing lead generation, a winning approach combines:
- Voice: Outbound calls for qualification
- Email: Nurture sequences with tailored messaging
- Social: Thought leadership and engagement
- Website: Intent-driven landing pages
- Chat & IM: Real-time engagement
Takeaways
Regardless of what tip – or tips – you use, you still need to be able to track your progress to ensure that your lead generation is running efficiently. Alternatively, lead generation services that are professionally run by agencies can help automate the entire process while your brand takes care of the actual closing.
