B2B marketing for disruptive tech

What's missing from your communication strategy

'Yes', you may have better and even disruptive technology, but it's not a straight line between what you've created and the uptake of your solution. You're dealing with people, people who may not know you. People who are naturally risk averse. Sometimes the solutions that offer the most remarkable innovation are the ones people resist. Change can be traumatic, especially if you don't feel in control.

'Nobody got fired for buying IBM.'

In the '80s, '90s and '00s, this is the phrase that was the brick wall IT sales had to scale. 
It was not an indictment of IBM's advanced technology; it simply demonstrated how middle managers were risk-averse to change. 

The primary focus of middle managers is personal. It's not to innovate; it's to secure their current position and personal advancement. No matter how innovative and transformative, your solution is, if middle managers have to risk their reputation to adopt your resolution and go it alone without the support of other stakeholders, they will not proceed.

It takes a village

It's not just children who need a village to develop to their full potential; it's also technology. You need more than your unwavering belief in your solution; you need support from trusted authorities and key stakeholders. One person rarely makes business and government decisions. Organisations' decision-making processes are structured around consensus and acceptance from many people. Your communication strategy needs to consider this if you are to succeed in launching your new solution.

Time is not your friend.

Experience has shown that successful communication strategies for disruptive B2B technology take time and resources. This is terrible news for those who have put all their resources into developing and refining their technologies. 

The reality is a solution that's 20% better than an in-market solution, with a well-resourced communication strategy, has a much greater chance of success than a solution that's 200% better, with an under-resourced communication strategy. 

Rather than pour all your resources into a perfect solution, go to market with an 80% perfect solution. Invest that last 20% of your development budget in communications. You'll have a much greater chance of succeeding, and the feedback you get from real customers will take your solution to the next level.

Four to five times

Research indicates it takes an average of four to five connections with a B2B solution before a lead will connect and convert. With disruptive tech, adding two to three more connections is necessary. Why? With disruptive tech, there is an additional education program.

With existing solutions, B2B purchasers may have a base of understanding. With innovative, disruptive solutions, you need to change entrenched beliefs. People only know what they know, so you'll have to win them over and explain why your answer is worth the consideration.

Risk/reward model

When you've been immersed in the development of your tech for years, the temptation is to believe that potential customers will be as enthralled with the detail of your solution as you are. They will not. 'Yes', you may have an evangelist in a lead business for your solution who loves your technology; however, most stakeholders are less interested or invested. 

Most stakeholders and key decision-makers will be looking at the direct benefits to their teams or customers. Each stakeholder has their agenda, so demonstrating the specific benefits to them and how simple the transition to your technology is should be part of your communication strategy. 

The best communication strategies for disruptive tech arms those championing your solution within organisations with the talking points and information they need to win over all stakeholders.

The four stages of B2B sales

The average B2B sale has four stages: Awareness, education, evaluation, and sale. If you have the right communication strategy, each step of the qualification process allows leads to increase their commitment to your solutions, resulting in qualified leads or sales. 

Your communication strategy should make it simple for leads to learn more about the problem they are attempting to solve, understand potential solutions, and determine what best fits their needs. To successfully achieve these outcomes, you need a professional copywriter and rich media (e.g., video, podcasts, animations) resources to keep stakeholders engaged.