How Tech Companies are Differentiating Through Marketing

Daniel Litwin was joined by Tristan Pelligrino, Co-founder of Motion Agency and host of the Tech Qualified podcast, to talk about the marketing of technology in the COVID-19 era.

Motion Agency mostly works with B2B technology companies, and their marketing teams are often very small, if not just a single person. According to Tristan, these small marketing teams are dealing with a lot of challenges. Not only are they trying to generate demand on the front end, but they’re working with sales teams to strategize around the challenges created by the current pandemic. “They’re pulled in a million directions,” said Tristan.

Tech marketing strategists in general have found themselves having to shift away from complex and extensive marketing campaigns to more immediate solutions. Everybody is spending more time online and content needs to be delivered quickly to avoid risking irrelevancy. “You can’t just develop content on a quarterly basis. You have to really show up every single day…” said Tristan.

The talk turned the importance of podcasts for quickly delivering steady content for potential and existing buyers. Tristan walked through how podcasts lend themselves to easily being transcribed into other formats like video and long-form copy. Video in particular, he noted, is essential. 

Also important is the need to make sure any content is easily available on multiple platforms, whether it’s Spotify or Apple, etc. “You don’t know where your buyers are going to consume that material from,” Tristan said.

The two also talked about how many companies are turning to educational content for marketing purposes, whether it’s through webinars or instructional videos and podcasts. Tristan pointed out that it’s always important to be continuously educating potential customers and existing customers to ensure the success of a company’s technology. “If you’re not playing that role of advisor and guiding your prospects and customers along the way, you’re going to lag behind the competition. Someone else is going to grab their ear.”

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