Tony Compton:0:00
For broadcast radio, there's sales and marketing revenue opportunity to be found in B2B tech. Software and services. So why don't I hear much, much, much more of that tech on the air?
I’m Tony Compton. Welcome to my marketing podcast.
I don't hear many tech companies using radio for sales and marketing. A few, a handful, at the very most. But if any B2B tech software and services companies used radio to launch their companies, I think I missed it. If radio was used, great! But if it was used, I didn't catch it.
There are business challenges on both sides with radio and tech, and both are missing the boat on this one.
The problem on the radio side is that marketers and business developers likely don't know how to approach tech companies about radio. But here's a hint, understand the launch calendar of a tech company and you can understand how radio can add strategic value to tech's marketing plan. Every tech company should have a launch plan. Uncover launch plans and that's your opening. That's not a cure all for selling radio into tech. But it's a place to start.
The problem with the tech side is slightly more complicated. But the issue boils down to one observation. An overwhelming number of tech companies have no idea how to use radio. And for tech, there's more! Because every tech company is looking to break out. To achieve business outcomes they and their investors demand and so desperately desire. But it's slow going because it's hard to break out of the mosh pit when everybody in tech is doing the exact same thing. At least when it comes to marketing, lead gen and sales support. Tech marketers are eager to place their chips on robotic, comfort zone tasks such as digital and social marketing, email, webinars, conferences, events and trade shows, sales enablement schemes and martech - like everybody else. Those activities can cost five and six and seven figures each and produce evasive and lackluster results. Not to disparage the marketing lot. If done correctly, some of those activities can produce positive outcomes but they do remain commonplace.
All the while, B2B tech sales needs help from communication experts as they struggle with their pitches at the local coffee shop.
Somebody really should tell those working in radio about this and tech, too. So I'll keep repeating the message about tech using radio, because frequency sells.
I'll take a rock-solid radio marketing and advertising campaign over a high-priced three day snooze-fest of a convention or trade show 1000 miles away, any day of the week.
How I would do that is on my next podcast, which will be experienced, down to business and right to the point.
Now That's a Marketing Podcast!
I'm Tony Compton.