One truth is constant in marketing: the only way to stay ahead is by innovating. In 2024, the rules of B2B marketing are evolving. Companies in the tech space wanting to gain a competitive advantage must continuously evaluate their tools and techniques to rethink how they connect with their audience. We want to share with you our learnings and why we think Inbound could be game-changing for so many SAP partners.
A lot of partners are stuck in the past, where vendors get comfortable selling what they know in a particular way because it has worked before. However, TIE want to show you a different way. Think leads coming to you rather than you always going out to them. A well-oiled machine constantly bringing you business, the right kind at the right time.
Now let’s dive into some key benefits of and tactics to implement for inbound marketing.
Drive Action with Interactive Content
Content is still king, but in 2024, it’s no longer enough for content to simply inform— but now it must also engage. The new frontier is interactive content that invites participation, creating a two-way dialogue between the brand and the prospect.
Consider this: you could create an interactive tool that allows potential clients to estimate their cloud migration savings based on real-time data input. This tool would be hugely successful because it provides immediate value while also functioning as a lead generation magnet and capturing critical data about the user’s needs. Whether it’s quizzes, polls, assessments, or interactive infographics, these tools don’t have to be hard to create but could transform passive content consumption into active engagement, making a brand more memorable and offerings more appealing.
AI-Powered Content Creation Can Help
AI has the ability to predict which types of content will perform best by curating articles, videos, and reports based on the behaviour of individual prospects. Picture this: your AI engine detects a surge of interest in topics like S/4HANA Public Cloud or the new CX AI Toolkit within your target audience. Within hours, you could have fresh content ideas on these topics and use AI to analyse previously successful work to predict what might work.
Intelligent tools are already producing high-quality drafts for blogs, whitepapers, and case studies. However, they’re most effective when used as a source of inspiration. These tools add value by acting as brainstorming partners, helping you view what you’ve written from fresh angles and offering new perspectives. Additionally, AI can assist with proofreading and catching mistakes, providing a quick, easy way to ensure grammar and spelling are spot-on before publication.
Get your Inbound Content Ready for the Next Wave with Voice Search
By the end of 2024, voice searches are expected to make up more than half of all queries, and those in the B2B space need to be ready.
Optimising for voice search involves understanding how people naturally speak. Voice queries tend to be longer and more conversational, often taking the form of questions. Content needs to be structured to provide clear, concise answers to these queries.
Crafting content that anticipates natural-voice questions will likely result in increased chance of being featured in voice search results, positioning the brand as an authoritative voice in the industry.
Visual Storytelling for the Win
Attention spans are shrinking, so if you’ve made it this far well done! This has made video content more important than ever. It’s engaging, digestible, and perfect for conveying complex information quickly.
Product demos, customer testimonials and explainer videos are all easy to produce examples of content that SAP partners should consider creating as visual content can help break down complicated tech concepts into easily understandable narratives.
Thinking back to Point 1, interactive video content is a worthwhile avenue to explore. Think webinars that allow participants to ask questions in real-time, participate in live polls, and even interact with product demos during the session. Of course, these can be repurposed as on-demand webinars that prospects can access at their convenience, with personalised follow-ups based on their engagement levels.
We think video content is also so important because it plays a crucial role in building trust with potential customers. Seeing a product in action or hearing from satisfied customers can be the final push a prospect needs to move forward in the buyer’s journey.
Blend ABM with Inbound
Account-Based Marketing (ABM) has traditionally been viewed as an outbound strategy, focusing on specific high-value accounts. However, the lines between inbound and ABM are blurring.
A hybrid strategy involves using inbound tactics to attract and engage key accounts identified through ABM. It’s about drawing in those high-value targets with content that speaks directly to their unique challenges and needs.
Let’s say you’re targeting large enterprises. Instead of generic content blasts, you might consider creating a bespoke content hub for each target account, filled with case studies, video testimonials, and custom demos that address specific pain points. These hubs can then be promoted through personalised LinkedIn ads and direct email campaigns, driving home the message that their solution is tailor-made for the business in question.
The Road Ahead
In conclusion, the SAP ecosystem is at a crossroads in terms of their marketing approach, and the way forward lies in embracing innovative inbound marketing tactics. Traditional methods may suffice for now but by focussing on creating interactive content, leveraging AI for content creation, optimising for voice search, and investing in visual storytelling, SAP partners can stay ahead of the curve and build stronger, more meaningful connections with their audience. Ultimately, the key takeaway from this post is a mindset shift by shifting the focus from merely pushing out messages to creating a magnetic pull that attracts the right prospects.
Ready to take your inbound marketing to the next level? At TIE, we specialise in helping SAP partners implement cutting-edge strategies that drive results. Let’s talk about how our services can support your journey towards a more effective and future-proof marketing approach. Get in touch with us today!
