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The Tech Marketer Difference

Do tech marketers differ from their non-tech counterparts and reign supreme in particular domains of marketing expertise?

New LinkedIn research says yes. But more importantly, findings from our recent global marketer’s study point out significant lessons that non-tech marketers can learn from today’s tech trailblazers.

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The Tech Marketer Difference

  1. 1. LinkedIn Marketing Solutions Customer Research The TECH MARKETER difference
  2. 2. The TECH MARKETER DIFFERENCE ​ Understand the differences, if any, between marketers that work in the technology sector versus those that do not. RESEARCH OBJECTIVES The TECH MARKETER DIFFERENCE Methodology Targeting Research Global 10 minute online survey using LinkedIn sample. Total Global Sample: n=2,232 Fieldwork: Jan. 2016 English speaking professionals who classify as marketers with at least one year of experience. 12% 20% 23% 45% Tech Marketers 1-2 years 3-5 years 6-10 years 10+ years 14% 21% 21% 44% Non-Tech Marketers 1-2 years 3-5 years 6-10 years 10+ years Our sample: Time in Industry 50% are either a Marketing Manager or Director of Marketing Our sample: Company Size Inferred SMB 32% 39% 1-10 11-50 51-200 30% 26% 201-500 501-1000 1001-5000 38% 35%5001-10000 10001 and above Tech Non Although there is a nice spread of company sizes, it is not surprising that Tech Marketers skew slightly more toward Enterprise compared to Non-Tech Marketers.
  3. 3. The TECH MARKETER DIFFERENCE INITIAL FINDINGS The TECH MARKETER DIFFERENCE There are more differences than similarities between tech and non-tech marketers. Here are some of the highlights at-a-glance. ü  Tech marketers are dominated by B2B and the specific issues that come with it like lead-generation, lead quantity and quality, and reaching the right audience. ü  Tech marketers are less satisfied with their jobs and struggle to get headcount. ü  Tech marketers are focused on tools and specificity. ü  Tech marketers view LinkedIn as more of a resource for specific content about marketing than non-tech marketers. Overall, marketers are not spending their time on the tasks they think are important. All Marketers want relevant content, and industry- specific is the key to relevance. Non-tech marketers share the “lead gen” challenge and could learn from what tech marketers are doing. 79% 51% ​ of tech marketers surveyed work in B2B ​ of non-tech marketers surveyed work in B2B The Tech Marketer’s world is dominated by B2B
  4. 4. The TECH MARKETER DIFFERENCE THEIR CHALLENGES The TECH MARKETER DIFFERENCE Tech Marketers are less satisfied with their jobs… but not because of the hours. ​ 36% of tech marketers surveyed are dissatisfied ​ 29% of non-tech ​ marketers surveyed ​ are dissatisfied 64% 36% 71% 29% While 2/3 of both groups reported working 40-50 hours week Lead Generation Content Tech Marketers Unique to list: Mass Advertising Unique to list: Lead Nurturing Brand Awareness Non-Tech Social Media Customer Loyalty ​ Top 3 types of marketing they’re engaged in:
  5. 5. The TECH MARKETER DIFFERENCE THEIR CHALLENGES The TECH MARKETER DIFFERENCE There’s a disconnect when asked what they are engaged in versus what is viewed as most important. For both, Customer Loyalty is deemed ”most important” but is not in the top 5 of marketing actually engaged in. While Email is #3 for “engaged in” on both lists — but not deemed as important. Tech Marketers Most important types Top actually engaged in Non-Tech Marketers Most important types Top actually engaged in Brand Awareness 1 2 Brand Awareness 1 1 Lead Generation 2 5 Social Media 2 2 Content 3 4 Customer Loyalty 3  — Social Media 4 1 Content 4 5 Customer Loyalty 5  — Lead Generation 5 —  Email  — 3 Events —  4 Email  — 3
  6. 6. The TECH MARKETER DIFFERENCE THEIR CHALLENGES The TECH MARKETER DIFFERENCE What’s the sources of tech marketer’s and non-tech marketer’s dissatisfaction? Top Internal Challenge: Getting headcount and staffing Most difficult department: Product Development Least difficult: Customer Service & Support Top Industry Challenge: Acquiring high-quality leads* Top Internal Challenge: Implementing the latest marketing technology * Non-tech marketers only share one challenge with their tech counterparts: Acquiring high-quality leads. Yet, When we pull out non-tech B2B respondents the #1 Challenge is “Managing the long Sales Cycle”. Most difficult department: Product Development Least difficult: Inside sales/Tele Support Top Industry Challenge: Acquiring high-quality leads Tech Marketers Non-Tech Marketers
  7. 7. The TECH MARKETER DIFFERENCE THEIR CHALLENGES The TECH MARKETER DIFFERENCE Non-tech marketer’s technology adoption aligns with their internal challenges. 14% 24% 33% 22% 7% 10% 26% 29% 28% 7% Innovators Early adopters Early majority Late majority Laggards Tech Non-Tech Tech skews more toward Innovators/Early Adopters where non-tech skews Late Majority/Laggards, confirming what we see in the Internal Challenges for Non-Tech.
  8. 8. The TECH MARKETER DIFFERENCE CONTENT CONSUMPTION The TECH MARKETER DIFFERENCE Where are marketers going for information and content to help them do their jobs? 25% 28% 22% 15% 22% 28% 46% 35% 23% 64% 22% 23% 25% 28% 34% 35% 37% 39% 42% 73% Consumers panels sites National statistics sites MarketingProfs Marketo HubSpot Marketing statistics sites Your Facebook network Platform/publisher Insight hubs Syndicated data sites LinkedIn Tech Marketers Non-Tech Marketers When it comes to content, we saw tech marketers more likely to visit LinkedIn and syndicated data sites for marketing resources versus their non-tech colleagues, who are more likely to consult their Facebook networks. 58% 63% Topics searched for most often ​ Of Tech Marketers surveyed search for “Content Marketing” ​ Of Non-Tech Marketers surveyed search for “Social Media”
  9. 9. The TECH MARKETER DIFFERENCE CONTENT CONSUMPTION The TECH MARKETER DIFFERENCE Other top five searched topics after “content” for tech marketers and “social media” for non-tech marketers. Brand Marketing My Specific Industry Marketing ROI Marketing Technology Tech Marketers Average # of Info = 8 Non-Tech Marketers Average # of Info = 7 Email Marketing Job Opportunities Lead Generation Measuring Performance Marketing ROIMarketing Automation ​ Tech marketers search most often for information on content marketing, marketing ROI, marketing technology, lead generation, measuring marketing performance, and marketing automation. Non- tech marketers search for information on social media, brand marketing, email marketing, and marketing ROI.
  10. 10. The TECH MARKETER DIFFERENCE SPECIALISTS AND GENRALISTS The TECH MARKETER DIFFERENCE Where responsibilities are concerned, tech marketers exhibit vastly different, highly specialized priorities vs. their counterparts in other industries. Our results saw that tech marketers are heavily preoccupied with generating leads. On the contrary, non-tech marketers listed more generalist business objectives as key priorities, such as brand awareness. ​ Specialist ​ Generalist Lead Generation Lead Nurturing Account Based Marketing Channel Enablement Field Enablement Brand Awareness Public Relations Customer Loyalty Direct Mail Mass Advertising Non-Tech MarketersTech Marketers Top five areas of responsibility
  11. 11. The TECH MARKETER DIFFERENCE SPECIALISTS AND GENRALISTS The TECH MARKETER DIFFERENCE ​ Precise ​ Broad Non-Tech MarketersTech Marketers CRM Product Marketing Business Development Leadership Lead Generation Advertising Market Research Strategic Planning Sales Event Management Top five skill differences listed on their profiles ​ Deep ​ Wide Non-Tech MarketersTech Marketers Cloud Computing SAP Business Intelligence CRM Direct Marketing SaaS Facebook Fan Pages Internal Comms European Union Lean Manufacturing Loyalty Programs Retail e-Commerce Design Thinking Top seven content topics consumed on LinkedIn It was clear from the skills tech marketers listed on their LinkedIn profile that tech marketers have an edge when it comes to tactics and precision Respondents listed skills like: CRM, product marketing, business development, leadership, and lead generation. Non-tech marketers, again, are more general: advertising, market research, strategic planning, sales, and event management.
  12. 12. The TECH MARKETER difference THINK LIKE A SPECIALIST ü  In-depth knowledge of tools, tactics and technology can help drive effectiveness. ü  Content is at the cornerstone of the tech marketers strategy. ü  Focus content on industry issues and topics — not broad themes. ü  Specific in-depth content will help your audience solve their unique problems. ü  Detailed information about your products and services can help drive relevance. ü  Technology can help improve targeting, relevance and measurement of performance.

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Do tech marketers differ from their non-tech counterparts and reign supreme in particular domains of marketing expertise? New LinkedIn research says yes. But more importantly, findings from our recent global marketer’s study point out significant lessons that non-tech marketers can learn from today’s tech trailblazers.

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