Don’t talk about you. Talk about them, your customers.
Social is still a good way to connect with people. Provide high value content and add value.
There are an average of 16 influencers in an enterprise tech buying committee. Here are some ideas what to talk about to spark the conversation, educate your prospects and build trust.
Stand out. Define your values. Create your theme and let it come through your unique story.
Talk about what you stand for.
Talk about customer pain points and how your customers are solving those pain points with your solutions.
Talk about industry trends that are relevant for your markets and customers.
Engage at a human level. Build trust. Business is about people. Show you care.
Top 10 content ideas to use to attract customers to you
Each content type below addresses different phases and perspectives of the tech buyer learning journey.
As you know, social is not random. Random likes and shares don’t produce desired results. Social is a powerful medium and removed many traditional barriers to find new customers. But it requires a science to engage the buyers and turn that buyer experience into revenue. To get the maximum benefit of social, you must activate your social strategy across all your marketing team, sales team and subject matter experts. Everyone shall be on the same page talking about the same message aligned with your current business priorities and growth theme.
1. Vendor agnostic articles published by industry publications to increase awareness about the solution areas you offer. Technology buyers of all ages prefer short articles from credible news outlets and industry experts when seeking information before the sale.
Tech buyer learning journey perspective: why this and why now?
2. Customer success stories and how you are solving the pain points and delivering the business outcome.
Tech buyer learning journey perspective: what are my peers buying?
3. Customer reviews and opinions of the tech buyer peers about the solutions and products that are on your line card. You can leverage G2Crowd, TrustRadius and Tech Validate.
Tech buyer learning journey perspective: what are my peers saying?
4. Tech Buyer Guide for a specific technology topic, white papers & research reports.
Tech buyer learning journey perspective: how to evaluate a specific solution?
5. Top industry trends and incidents (security breaches etc).
Tech buyer learning journey perspective: what are the key trends? Where is the industry going?
6. Video intros of the technology topics. Personalize your content with relevant insights mapped to job function and career stage of your tech buyers.
Tech buyer learning journey perspective: what is it?
7. Benefits and ROI slides or videos.
Tech buyer learning journey perspective: what benefits will we get?
8. Webcasts, webinars or even simple video tips about customer pain points or how to implement
Tech buyer learning journey perspective: how to get started and how easy or complex is the implementation?
9. Industry recognition of your vendor partners products – awards. Gartner magic quadrant related to your solutions and offerings.
Tech buyer learning journey perspective: is my company’s future safe with this solution?
10. Short video clips on what you stand for and why you do what you do. Video on your community engagement.
Tech buyer learning journey perspective: can we trust this solution provider?
Here is the bonus:
11. Star Ratings of your customer success team on the service tickets by your customers
Tech buyer learning journey perspective: is the solution provider’s team responsive and takes ownership of the services? Can I call them in the middle of the night in case of emergency incident?
This is an example of these content types:
Security trends, research reports, buyer guides and user reviews
Gartner Magic Quadrant for Enterprise Network Firewalls
In this mature market, vendors differentiate on feature strengths. Security and risk management leaders must consider the trade-offs between best-of-breed enterprise network firewall functions and risk tolerance.
Next Gen Firewall Customer Research
Which next generation firewall features/functionality have you found to be the most valuable?
The Forrester Wave: Identity Management And Governance
In our 26-criterion evaluation of identity management and governance (IMG) providers, we identified the nine most significant ones — CA Technologies, IBM, Ivanti, Micro Focus, Omada, One Identity, RSA Security, SailPoint Technologies, Saviynt — and researched, analyzed, and scored them. This report shows how each provider measures up and helps security and risk (S&R) professionals make the right choice.
ESG Buyer’s Guide: Requirements for Securing the Identity Perimeter
In recent years, compromised user credentials have become the #1 target in sophisticated cyberattacks. The security perimeter has also expanded to include mobile devices, SaaS applications and new technology like software bots. Together, these changes have created a critical need for strong identity governance.
The CISO Benchmark Cybersecurity Report 2019
For those charged with information security, such as the Chief Information Security Officer (CISO), this report will educate you on the state of your profession as it relates to keeping your organizations safe.
The Changing Tides of Cybersecurity: A CISO’s Perspective
Matthew Todd, principal consultant, Full Scope Consulting LLCUnlike most any other role, a CISO’s job is to identify and mitigate risks to the systems and data on which the enterprise relies.While other teams are innovating, closing new deals or keeping the lights on, the CISO needs to have the tools, processes and partnerships (both inside and outside the firm) to quickly identify emerging or changing risks, prioritize them and mitigate them. There’s no way to pay attention to all risks, …
Best security software, 2019: Lab-tested reviews of today’s top tools
Threats are constantly evolving and, just like everything else, tend to follow certain trends. Whenever a new type of threat is especially successful or profitable, many others of the same type will inevitably follow. The best defenses need to mirror those trends, so companies get the most robust protection against the newest wave of threats.Our goal with these reviews is to discover how cutting-edge cybersecurity software fares against the latest threats, hopefully helping you to make good …
60 Cybersecurity Predictions For 2019
Computer hacking conceptGetty I’ve always been a loner, avoiding crowds as much as possible, but last Friday I found myself in the company of 500 million people. The breach of the personal accounts of Marriott and Starwood customers forced us to join the 34% of U.S. consumers that experienced a compromise of their personal information over the last year. Viewed another way, there were 2,216 data breaches and more than 53,000 cybersecurity incidents reported in 65 countries in the 12 mon…
What is malvertising? And how to protect against it
Malvertising, a word that blends malware with advertising, refers to a technique cybercriminals use to target people covertly. Typically, they buy ad space on trustworthy websites, and although their ads appear legitimate, they have malicious code hidden inside them. Bad ads can redirect users to malicious websites or install malware on their computers or mobile devices.Some of the world’s most popular websites, including those of the New York Times, Spotify and the London Stock Exchange hav…
Automate the social selling and buyer education process
Creating content is hard. So curate relevant content. There are lot of great content out there. Map your content curation needs based on your go-to-market strategy and customer education needs for existing and new solution offerings.
Automate the process of content curation.
Look for influencers inside your company.
Keeping consistent messaging is hard. So automate the process of posting content via your team to tell a consistent and cohesive story aligned with your business priorities and solutions.
Review the performance of your team’s posts and continue to refine your content curation.
Review the reach of each of your team members and link the reach to buyer engagement, views, leads and other factors important for your sales pipeline.
Please share your thoughts and help your peers with your ideas. What is working for you?
Here at InXero, we are committed to serve the MSPs, VARs and Solution Providers community. We have built industry’s first Sales and Marketing Hub to simplify the content curation and automation of the social selling process at scale. We would love to hear from you.