Inwestycje firm IT w marketing i sprzedaż. Co się sprawdza
Ze względu na dużą konkurencję firmy IT wydają ostatnio więcej na marketing i sprzedaż. Badanie pokazuje, jakie techniki przynoszą najlepsze efekty.

Część przedsiębiorców zauważa bezpośrednią korelację między marketingiem a sprzedażą.
Ponad połowa (58 proc.) firm uczestniczących w badaniu SoDA w 2020 r. zwiększyło budżety marketingowe, a 23 proc. zainwestowało w przedstawicieli handlowych.
Jednocześnie przedsiębiorcy zauważyli korelację między wydatkami na marketing a rentownością. Firmy deklarujące wyższe nakłady na marketing informowały o poprawie wyników finansowych – wynika z raportu SoDA, czyli Związku Pracodawców Usług IT, pt. „Wpływ Covid-19 na branżę software house w Polsce” (2021).

Co się najlepiej sprawdza
W trakcie pandemii prawie wszystkie firmy, które wzięły udział w badaniu, zaczęły eksperymentować z różnymi technikami sprzedaży i marketingu.
Według nich najlepsze rezultaty przyniósł marketing przychodzący (inbound), szczególnie media społecznościowe i własne treści publikowane w internecie. Webinary i podcasty uplasowały się zaś najniżej.

Klienci chcą wiedzieć, jak coś zrobić
Na znaczeniu zyskały działania content marketingowe, które mogły posłużyć do pozycjonowania w wyszukiwarkach.
Co ciekawe, internauci, a więc również potencjalni klienci, chętniej szukali w sieci wskazówek i podpowiedzi, jak coś zrobić („how to do things”), niż informacji o produktach czy konkretnych markach.

Szefowie za bardzo ufają intuicji
Niestety nie ma jednego wzorca działań, który można zastosować w każdej firmie IT.
Każdą strategię należy oprzeć przede wszystkim na analizie danych, jak podkreśla Piotr Bucki – wykładowca, szkoleniowiec. Twierdzi, że bazowanie na intuicji to nadal najczęściej popełniany błąd.
„Intuicja, której lubi słuchać 45 proc. menedżerów, to ciekawy punkt wyjściowy. Dzięki niej możemy stawiać hipotezy. Jeśli jednak potem ich nie weryfikujemy badawczo, trafiamy często kulą w płot” – zwraca uwagę Piotr Bucki.
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Zatrudnienie w IT trzeba podwoić i to szybko. Są pomysły, skąd wziąć fachowców.