the tech marketer difference in europe

LinkedIn Marketing Solutions Customer Research

TheTECH MARKETER

Difference in Europe

The TECH MARKETER DIFFERENCE

Understand the differences, if any, between marketers that work in the technology sector versus those that do not.

RESEARCH OBJECTIVESThe TECH MARKETER DIFFERENCE

Methodology

Targeting

Research

Global 10 minute online survey using LinkedIn sample.

Total EU* Sample: n=757Fieldwork: Jan. 2016

English speaking professionals who classify as marketers with at least one year of experience.

12%

22%

24%

43%

Tech Marketers

1-2 years3-5 years6-10 years10+ years

13%

21%

18%

49%

Non-Tech Marketers

1-2 years3-5 years6-10 years10+ years

Our sample: Length in Industry

Over 50% are either a Marketing Manageror Director of Marketing

Our sample: Company SizeInferred SMB

32% 41%1-1011-50

51-200 30% 23%201-500

501-1000

1001-5000 38% 37%5001-10000

10001 and above

Tech NonThere is a nice spread of company sizes, although Non-Tech Marketers skew more to Small Biz compared to Tech Marketers.

*UK, France, Netherlands, Germany


INITIAL FINDINGSThe TECH MARKETER DIFFERENCE

There are more differences than similarities between tech and non-tech marketers. Here are some of the highlights at-a-glance. 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.

Tech marketers are less satisfied with their jobs and struggle to get headcount.

Tech marketers are focused on tools and specificity.

All marketers view LinkedIn as more of a resource for specific content about marketing.

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.

80% 59%

of tech marketers surveyed work in B2B

of non-tech marketers surveyed work in B2B

The Tech Marketer’s world is dominated by B2B


THEIR CHALLENGESThe TECH MARKETER DIFFERENCE

Tech Marketers are less satisfied with their jobs… but not because of the hours.

34% of tech marketers surveyed

are dissatisfied

31% of non-tech marketers surveyed

are dissatisfied

66

34

69%

31%

While nearly 60% of bothgroups reported working 40-50 hours week

Lead Generation

Lead Generation

Tech Marketers

Unique to list:Data/Systems Management

Unique to list:Lead Nurturing

Brand Awareness

Non-Tech

Social Media

Social Media

Top 3 types of marketing they’re engaged in:

Content



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 being “engaged in” on both lists — but not deemed as important.TechMarketers

Most important

types

Top actually

engaged in

Non-TechMarketers

Mostimportant

types

Topactually

engaged inLead Generation 1 3 Brand

Awareness 1 1Brand Awareness 2 4 Social Media 2 2

Content 3 5 Content 3 4

Social Media 4 1 Customer Loyalty 4 —

Customer Loyalty 5 — Lead

Generation 5 —

Email — 2 Email — 3Events — 5



What’s the sources of tech marketer’s and non-tech marketer’s dissatisfaction?

Top Internal

Challenge:

Getting headcount and staffing

Most difficult

department:

ITLeast difficult: Customer Service

& Support

Top Industry Challenge:

Acquiring high-qualityleads & as many leads as possible*

Top Internal

Challenge:

Implementing the latest marketing technology

* Non-tech marketers only share one challenge with their tech counterparts: Acquiring high-quality leads.

Most difficult

department:

‘OTHER’Least difficult:

Biz Dev

Top Industry Challenge:

Acquiring high-quality

leads

Tech Marketers Non-Tech Marketers



Non-tech marketer’s technology adoption aligns with their internal challenges.

Innovators/Early adopters Early majority Late majority/Laggards

38% 35%27%29%

36% 36%

Tech Non-Tech

Non-tech skews Late Majority/Laggards — confirming what we see in the Internal Challenges for Non-Tech.


CONTENT CONSUMPTIONThe TECH MARKETER DIFFERENCE

Where are marketers going for information and content to help them do their jobs?

Consumers panels sites

MarketingProfs

Marketo

Other, please specify

National statistics sites

Your Facebook network

Marketing statistics sites

HubSpot

Platform/publisher Insight hubs

Syndicated data sites

LinkedIn

28%

16%

10%

20%

39%

39%

34%

17%

39%

26%

72%

18%

22%

22%

25%

27%

28%

32%

34%

35%

41%

71%

Tech MarketersNon-Tech Marketers

When it comes to content, we saw that both tech and non-tech marketers visit LinkedIn for marketing resources. Tech marketers are also more likely to visit syndicated data sites for marketing resources versus their non-tech colleagues, who are more likely to consult their Facebook networks.colleagues, who are more likely to consult their Facebook networks.

52% 63%

Topics searched for most often

Of Tech Marketers surveyed search for

“Content Marketing”

Of Non-Tech Marketers surveyed search for

“Social Media”


CONTENT CONSUMPTIONThe TECH MARKETER DIFFERENCE

Other top five searched topics after “content” for tech marketers and “social media” for non-tech marketers.

Content Marketing

Brand marketing

Lead Generation

Marketing ROI

Tech MarketersAverage # of Info = 7

Non-Tech MarketersAverage # of Info = 6

Job Opportunities

My specific industry

Marketing Tech

Marketing Automation

Email marketingThought leadership pieces

Tech marketers search most often for information on content marketing, lead generation, marketing ROI, marketing technology, marketing automation and thought-leadership pieces. Non-tech marketers search for information on social media, content marketing, brand marketing, job opportunities, their specific industry andemail marketing.


SPECIALISTS AND GENRALISTSThe TECH MARKETER DIFFERENCE

Where responsibilities are concerned, tech marketers exhibit vastly different, highly specialised 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 and social media .

Specialist Generalist

Lead GenerationLead NurturingAccount Based

MarketingTelemarketing

Channel Enablement

Brand AwarenessSocial Media

ContentEmailEvents

Non-Tech MarketersTech Marketers

Top five areas of responsibility


SPECIALISTS AND GENRALISTSThe TECH MARKETER DIFFERENCE

Precise Broad


Product MarketingCRMB2B

Lead GenerationProduct Management

Marketing ManagementMarket Research

Business StrategyAdvertising

Event Management

Top five skill differences listed on their profiles

Deep Wide


cloud computingsap

salessaas

law firms

European unionself-esteem

internal commslean manufacturingtemporary staffing

Top five 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 precisionRespondents listed skills like: Product marketing, CRM, B2B, Lead Generation and Product management.Non-tech marketers, again, are more general: Marketing management, market research, business strategy, advertising and event management.

TheTECH MARKETERDifference in Europe

BE PRECISE Focus content on tech industry

issues not broad marketing themes. Industry issue first, marketing issue second.

Demonstrate the effectiveness of LinkedIn as a source of high-quality leads for the technology industry.

Help them do more with less so they can spend time on the tasks that are neglecting: Brand, Customer Loyalty and ABM.

GO DEEP In-depth content covering key

industry topics: IoT, security, SaaS, CRM, data management, and cloud.

Detailed guide to lead-generation on LinkedIn for tech companies and more target audience insights.

How to: Tech Customer Loyalty on LinkedIn; Building your Tech Brand on LinkedIn and Account Based Marketing for tech.