B2B technology organizations have mountains of data. And many of these firms conduct focused research and industry surveys over the course of the year. But how do you maximize the investment made in gathering these unique data points? Here at Escalate PR, we are typically approached by our clients with industry data and asked to put together a press release and take it to the media. Because that is what is expected after you spend months gathering and combing through the responses, right? Wrong.
In the competitive and fast-evolving B2B technology space, conducting an industry survey is a powerful tool to gather valuable insights, understand market trends, and compliment your existing thought leadership program. However, simply creating a survey and releasing the findings is not enough.
Here are 5 ways you can maximize the new data and drive engagement with your industry survey.
1. Identify what the Macro Trend in the Market is
When industry surveys and research reports come back, they are, rightfully so, very focused on a brands technology and the need in the market. For a research report to gain popularity, it needs to be tied back to a larger issue or trend in the market. Take the time to understand what your findings are telling you and see what larger macro issue across the marketplace is and make the connection.
Being able to show that there is more value in what your data provides will go a long way in helping future engagement from your sales and marketing teams.
2. Target the Right Audience
The first step in promoting your survey is identifying and reaching out to the right audience. B2B technology companies often have distinct target segments, so you must ensure that your survey speaks to the correct decision-makers, influencers, and specialists in the field. This could include CTOs, IT directors, data analysts, or product managers depending on the focus of the survey.
To identify and engage these key individuals, your PR partner needs to understand where each audience gets their information, who do they turn to for insights, and how best do they receive industry news. This knowledge will focus your amplification and outreach efforts and ultimately show a faster, more robust return.
3. Leverage Your Website and Blog
Your website should be a central hub for promoting the survey. Create a dedicated landing page that explains the purpose of the survey, its benefits, and how its findings are helping move an industry forward and make a positive impact on the work being conducted today. Make sure the call-to-action (CTA) is clear and visible, encouraging users to engage and connect.
Incorporate the survey link into your blog posts and write content that ties into the survey topic, highlighting key insights or emerging trends and driving readers to take part. Blogs are an excellent way to not only engage your current audience but also to expand your reach through organic search engine traffic.
4. Utilize Earned and Shared Media
Take a pragmatic approach to your media outreach around the survey findings. Going back to who the key audiences are, focus on those media outlets and be clear with the larger trends the report has uncovered. No one wants to report on the fact that your product is the answer, instead they want to know what the real challenges are in the industry, how people are addressing them and what are some of the alternatives. When conducting interviews, be clear in your talking points and be sure to refer to the findings from the different cohorts that participated.
Social media is also an effective way to reach a wide audience and engage industry professionals. LinkedIn is particularly useful for B2B technology marketing and provides an opportunity to engage with a brands followers and the larger network of your team members. It also is a great way to gather more outside response and feedback to the data which can be leveraged in ongoing content marketing activities.
Additionally, consider using sponsored posts or ads on LinkedIn, where you can target professionals by their job title, company size, or industry. You can also join relevant LinkedIn groups to share the survey with engaged communities interested in your specific B2B technology.
5. Collaborate with Industry Influencers
Collaborating with influencers or thought leaders in the B2B tech space can help extend the reach of your survey. Partnering with well-known figures or industry organizations early on to share your survey can lend credibility and encourage their followers to participate. You can also request them to promote the survey on their social media platforms, blog, or newsletter.
Influencers can help amplify your message, especially if they’re seen as credible sources of industry insights. Choose influencers whose audience matches your survey’s target demographic, and work out mutually beneficial promotion deals, such as featuring them in your survey results report.
Promoting an industry survey in the B2B technology space requires a strategic and multi-faceted approach, one that a simple press release won’t cover. It is also not a sprint and something that should be supported over the course of a few quarters since most of the data will be relevant later in the year. By targeting the right audience, utilizing your website and blog, leveraging social media, collaborating with influencers, and considering paid advertising, you can significantly increase the reach of your data and get it in front of decision makers. The key is to make the survey valuable to your audience, ensuring it resonates with their interests, challenges, and needs in the ever-evolving technology landscape.