The tech-buying journey is different
IT decision-makers aren’t typical business buyers. They’re aware, value reliability most, and want it done right, not fast. That means marketing’s job doesn’t end at the sale.
Build content and amplification tactics that maintain pre- and post-decision relationships with additional services and content support.
Emphasize written, impartial testimonials that discuss how a solution worked. Develop relationships with third-party recommenders.
Ally with product teams to create customer advisory and test groups to keep customers involved and engaged.
For Mindtree, well-researched target account profiles sharpened the focus of an ABM campaign to just the media channels prospects favored at each buying stage. The campaign engaged 70 of the 149 targeted accounts (46%) and converted nearly 1,300 leads.
Global marketing programs
Microsoft needed a customer reference project scaled worldwide in just a few weeks. Working through strategic partnerships, our team built a program that delivers standardized service for customer advocates and internal sales teams. Result: an estimated $660 million in sales opportunities.
Building a new go-to-market strategy is no small task. But if you research, plan, measure, and train everyone, it sets up your business for long-term growth—like it did for Enterprise Mobile, which saw a 188% boost in deep funnel leads.
We created an engaging brand experience at Microsoft’s 2017 Inspire event. Our “business board game” animations reflected progress through the day’s agenda, and our live illustrations of presentations as they occurred kept attendees’ eyes glued to the conference screens.
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Three things that I love the most: Yesler is agile, strategic, and hands-down the most customer-centric agency that I've ever worked with.
We are 200+ marketing strategists, technologists, creatives, analysts, and media experts on a mission to change the status quo, working from offices in Seattle, Portland, Toronto, Philadelphia, London, and Singapore.
Since 2012, we’ve worked with influential tech companies to market to their business customers. From our expertise in B2B tech, we’ve gained a unique understanding of the way businesses make technology purchase decisions—insights that empower our clients to influence these decisions at critical stages so that they can reach their growth targets and transform their marketing to serve their future.
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