Supply chains have been front page news for the past two years. The momentum has given technology providers more opportunity to grow their businesses than ever before. But the increased attention has also created a crowded and highly competitive marketplace.
How can marketers break through the noise? Here are Corporate Ink’s top tips for capitalizing on the moment and stand out with their supply chain technology marketing strategies:
The sales cycle for supply chain and procurement technology takes time. Use the long sales cycles with multiple stakeholders to your advantage. Educate your buyers on why there’s a better approach than what they’re doing today. Share helpful resources that both solve their problems and highlight your expertise. The more you stay in front of your prospects, and they see you as a credible and helpful source, the more likely you are to be their top choice when they’re ready to pick a new provider.
Within the past year the industry has seen new legislation, port shutdowns, labor shortages, record inflation, sky-high transportation rates and more. These are real issues that impact your customers – and they’re being covered on a daily basis by some of the biggest names in journalism, from Bloomberg to The New York Times. Build awareness with your target buyers by inserting yourself in the conversation. Develop educational and differentiated takes that add value to the story, whether it’s with expert insight, customer anecdotes or unique data.
The industry outlets are growing and offer many avenues to directly reach your buyers. From thought leadership and editorial to video and social media content, awards, advertising opportunities and LinkedIn Lives, they truly have it all. The trade publications take more in-depth looks at core industry issues and are always looking for actionable, practical insights from experts. Focus on being a resource for coverage and build relationships with these outlets, and your buyers will notice.
Who better to advocate for your product and services than the businesses that already rely on them? Think beyond the traditional case study and consider how else you can engage your customers to establish shared value, whether it’s social media or video testimonials, user-generated content, or joint media opportunities that highlight both companies’ expertise. Understanding your customers’ marketing goals can illuminate new opportunities to collaborate and create more meaningful relationships.
Take a look at our full report on supply chain marketing during today’s technology boom for more actionable insight that can help set your brand apart.
Ready to take the next step? Request a complimentary marketing consult.