ICT, Information and Communications Technology, is a sector that has been growing rapidly in recent years, driven by the advent of ever more efficient technologies and the emergence of ever more innovative companies. Like all businesses, however, ICT companies are always “hungry” for leads that are of quality, profiled and ready to pass from potential customer to full-fledged client.

The ICT sector is also characterised by a particular type of relationship with the customer, which does not end with the sale of the product or service but is divided into consultancy services, user training and customer care. One of the greatest challenges, therefore, is to manage a complex and time-diluted relationship.

Let’s see some methods that our agency has been utilizing since 2002

 

1. Marketing mix and cost per lead: the important variables

The way of doing digital marketing for ICT  sector has changed a lot in recent years and, consequently, the marketing mix of ICT companies must also change, evolve and expand , always in accordance with the results of a careful study on the buyer’s journey, that is, the path that takes the user from a simple visitor to a customer.Of course, expanding your marketing mix requires an adequate budget, but you should always focus not on the cost of the campaign, but on the cost per lead . If you can achieve a low cost per lead and at the same time improve the quality of the leads you receive, then the budget you allocate can also be significant, because it will lead to a return in terms of sales.

2. Storytelling and evangelization: ICT education is fundamental

By studying the buyer’s journey and analyzing customer responses to the proposal of products and services, it is clear how necessary an evangelization effort is, especially towards those SMEs that do not have a great vocation for innovation. Entrepreneurs must therefore be guided , it is necessary to clearly explain to them what the advantages of a certain product or service are and what is the technological train that they risk missing if they do not approach new technologies now.

This need for evangelization can be satisfied through the production of articles on the company blog (like this one :-)), newsletters and podcasts , in synergy with the attempt to then bring the relationship from online to offline, transforming it into a human relationship of trust and collaboration.During the activities of evangelization and education on technology, but also in the more strictly marketing and commercial proposal, storytelling also plays a fundamental role .

To do good storytelling in this sector, however, a close relationship with the technical team is necessary : ​​developers, IT, programmers must be consulted and provide important information regarding the products or services that you want to bring to the market. Their knowledge must then be translated into the form of storytelling, thus making it appreciable also to the less technical figures, but decisive in the decision-making process.To develop the entire process, being supported and followed by a specialized digital marketing agency in the ICT sector can be the winning card. 

3. CRM Software and Lead Scoring: How to Talk to the Right People

Intercepting and communicating with the right person within the company is essential for the success of a good strategy and for finding new customers online . The most effective system for doing this involves using a good CRM software for managing leads and customers together with a lead scoring system that allows you to assign each contact a score determined by several important factors: position in the company, type of request sent, actions performed on the website, frequency of visits, sector of activity, type of company and more.

Once the parameters that are most important have been defined, each element will add value to the lead score and only when a certain score threshold is exceeded will that contact be sent to the sales team, who will then be able to contact no longer a “cold” contact who has performed a single action on our site but a “hot” contact who knows the company and who has returned to our site several times to perform different actions.

Accuracy in identifying the target, study of buyer personas and the customer journey, conscious use of storytelling for the purpose of dissemination and evangelization towards new technologies are therefore all fundamental elements for the generation of qualified leads in the ICT sector.

4. Successful ICT digital marketing case studies

Eidosmedia, + 31% conversions in 6 months (SEO) & over 350 B2B leads (FUNNEL WEBINAR)

Eidosmedia is an Italian multinational software company with subsidiaries all over the world. Founded in Milan in 1999, it is best known for developing Méthode, a CMS adopted by the Financial Times, Le Figaro, The Wall Street Journal and Il Sole 24Ore.

THEIR PROBLEM: lead generation in the ICT sector in new industries such as Finance, Corporate and Public Administration where Eidosmedia solutions can do a lot, but are not known

👉 Read the case study

 

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