There are few things in the world more difficult today than making a tech startup successful, perhaps. It’s not just about hard work or having an incredible idea. Instead, it’s more about how you do things, which is equally as important to what you do and why you do it—and here’s where B2B tech marketing comes in.

Before we dig deeper, here are some numbers that may convince you that it isn’t a good idea to just wing it when it comes to your marketing.

1) There are 1.35 million tech startups out there.

2) As much as 44 percent of them are likely to fail before their fifth year.

Moreover, even if you succeed and make it to your fifth year, there’s no guarantee you’ll get to be one of the big fish or even the next unicorn.

Successful brands are built on multiple elements. Among them, your marketing efforts could be a life-changer. Here’s the thing: B2B tech marketing is challenging. Between hard to impress potential clients and the often-narrow niche in which companies operate, marketers find themselves having to sell sophisticated, often expensive products and services to people whose main priority is keeping costs low.

How you handle your marketing can make the difference between being just another tech company and building a powerful brand. That being said, here are four B2B tech marketing mistakes startups keep making and how you can avoid them.

  1. Not Marketing at All

One of the most common B2B tech marketing mistakes made by startups is ignoring the importance of promotion. Putting together a business is quite a challenge and, understandably, you’d like to cut corners and keep costs under control.

However, not marketing at all is never an option. It doesn’t matter how good your product is or how few competitors you have; without marketing, you can only get so far. Sooner or later, investors will dry up, and clients will move on to other providers.

Growing a business isn’t all about boosting sales and increasing revenue—even though marketing helps in these areas, too. When you have a cohesive marketing strategy in place, it’ll serve as a guide for you to follow as you build your authority and foster a positive reputation among your potential clients. Moreover, it also allows you to consolidate the relationships you have with existing customers. In short, marketing helps you turn a business idea into a BRAND.

  1. Focusing on Facebook as “Social Media”

Another mistake many B2B startups do is betting all their resources on Facebook—either because it’s the only network they know, or they’re lured in by the idea of having 3 billion followers to choose from.

Unfortunately, as a B2B tech startup, you belong to a narrow niche that doesn’t benefit that much from Facebook marketing. That’s because your ideal customers typically can’t be found there. We’re talking IT managers, finance managers, vice presidents. These people use professional networks for business. When they’re on Facebook (if ever), they’re not interested in making purchasing decisions or looking for new providers. So, you’ll end up sending the wrong message at a terrible time.

It doesn’t mean you shouldn’t have a Facebook page. You just have to divide your resources to cover more marketing channels. LinkedIn, for instance, is a far better fit for B2B startups than Facebook. This social network is perfect when looking to consolidate your reputation and position yourself on the market.

At the same time, LinkedIn is an excellent tool for networking. You get to connect with other experts in your industry and potential customers. You can learn about their pain points and adapt your marketing messages to highlight how your product can solve their problems.

Another must-have in your social media portfolio is Twitter. Hashtags like #tech, #technology, #startup, or #innovation are extremely popular on this channel. People from all industries are interested in how technology can help them grow, and most of them go to Twitter for answers. This network may have ten times fewer users than Facebook, but people here are more likely to read your content and engage if you manage to capture their attention.

  1. Focusing on The Brand

When you’re just starting out, you see your business everywhere. Your entire world spins around your fab idea and how it’s going to change the world. Unfortunately, no one really cares how new, exciting, or innovative your company is, except yourself and your team.

Investors care about the bottom line and profits. Your users care about how your product increases their productivity. Potential customers, too, are only interested in how you will benefit them.

More than half of B2B buyers rely on educational content to make better purchasing decisions. So, you’ll need to base your marketing strategy on creating top-notch content to gain business opportunities.

Your marketing strategy should be customer-centric—which means eliminating “I” and “we” from your speech—and focus on what’s important to them. You need to produce valuable content that helps your audience frame and understand their problems or opportunities. And yes, you should focus on your clients just as much as you do on new leads.

So, focus on content that is highly informative in nature and captures attention. Such as market analysis, industry insights, how-to articles, tutorials, interviews with experts, white papers, and industry reports. That’s what B2B tech startups should strive to create.

  1. CTAs That Jump the Gun

As people used to say, more haste, less speed. When you have faith in your product, you feel tempted to share it with people and companies that may not be ready for it. Many B2B tech startups tend to push potential customers toward a purchase without realizing that most companies rarely see the bigger picture from day one.

People who have just landed on your website aren’t ready to “contact now” or “request a demo.” If you’re putting a brand-new idea on the market, odds are people don’t have a clue about what you’re trying to sell them. As a result, if pushed too far, you could ruin an otherwise keen relationship before it even got started.

To avoid that, start by creating a customer journey map that’ll help you visualize how potential customers interact with your brand and when is the right moment to step in. It’s not a linear path from A to B, but a long back and forth dance in which people get to know who you are, what you do, and why you do it.

It’s a multichannel journey that requires time, patience, and resources on your behalf. For every stage of this journey, you need to have content ready—because your purpose is to guide your potential clients as they move on from being simple website visitors to buyers.

Every piece of content should include a call to action that stays in line with its purpose. Imagine someone researching about possible products to solve a problem and lands on your website for the first time. While they aren’t ready to contact you directly, it’s a good idea to capture their information to ensure that you continue to engage and build a relationship with them moving forward.

The type of information you’ll want to gather are email addresses, company names, and perhaps job titles. As the potential client gets to learn more about you, it’s more likely someone inside the company will schedule a call or request a demo.

What’s Next?

Starting a business in the tech industry could be overwhelming. One day you come up with an excellent idea with huge potential, and the next day you stand in front of a business plan, desperately looking for funds to scale up and satisfy all your customers. With stress like this, you don’t want to add B2B tech marketing mistakes on your plate.

If you avoid or stop making these four marketing mistakes, you’ll see a better return on your marketing efforts. It can change the way you communicate with prospects and existing clients to secure growth.