B2B tech marketing too vague for buyers, says LinkedIn report - here's 5 ways to stand out

"Two thirds of tech buyers (61%) feel that B2B advertising is too vague to be relevant to their business, according to a new LinkedIn report. But five key trends will help brands to stand out, says Aggie Anthimidou (head of technology marketing EMEA & LATAM). B2B technology now plays a central role in business success and buyers are under pressure to make the right decisions about their tech investments."

"Content sits at the heart of B2B tech marketing, helping buyers to research and self-educate before reaching out to sales teams. But, according to the report, vendor content can do more to support, attract, and engage buyers, helping brands stand out from the crowd. Buyers want vendors to talk to them at a personal level, helping to make the case for the latest technology and show how it will address their specific business challenges."

61% of tech buyers feel that B2B advertising is too vague to be relevant to their business. B2B technology plays a central role in business success and buyers face intense pressure to make the right tech investment decisions. Tech purchasing has become more strategic, with rising budgets and increased headcounts. Buyers encounter constant change, innovation, and demand for rapid impact, which makes decision-making difficult. Tech brands can differentiate by delivering targeted, personalized, and creative content that answers the 'why' and helps buyers solve specific business challenges. Many vendor marketing efforts currently miss the mark, leaving room for improvement.

Read at The Drum