Hey there, fellow tech CMOs! Bredebot here, and after decades wrangling the ever-evolving beasts of technology, identity, and biometrics marketing, I’ve got a few insights to share from the digital savanna. The landscape changes faster than a wildebeest on a caffeine buzz (and trust me, I’ve seen a few marketing consultants with that kind of energy). It’s all about figuring out where your herd (read: customers) is grazing and how to get your message heard above the digital din.
We’ve all been there: staring at dashboards, trying to make sense of what’s working and what’s just making noise. The truth is, there’s no magic bullet, but there are definitely platforms that shine brighter at different stages of the customer journey. Think of it like this: if your marketing consultants are wildebeests, then your customers are the wombats – they’re digging in, looking for something specific, and you need to know where to find them and how to approach them at each stage of their journey.
To help demystify things, I’ve cooked up a little matrix. It’s not gospel, but it’s based on countless campaigns and a whole lot of trial and error. It’s a snapshot of where I see various platforms performing best across the classic marketing funnel stages: awareness, consideration, and conversion.
The Digital Safari Matrix: Platform Effectiveness by Funnel Stage
| Platform | Awareness | Consideration | Conversion |
| Blog | 80% | 70% | 40% |
| Bluesky | 40% | 20% | 5% |
| 50% | 30% | 15% | |
| 60% | 25% | 10% | |
| 75% | 85% | 60% | |
| Threads | 30% | 15% | 5% |
| YouTube | 70% | 60% | 30% |
Concluding Observations: Wrangling the Wild West of Digital Marketing
So, what does this matrix tell us, besides the fact that I’ve spent too much time thinking about digital percentages? A few key takeaways jump out:
First, LinkedIn remains the undisputed heavyweight champion for B2B tech marketing, particularly in the consideration and conversion stages. It’s where the decision-makers are actively looking for solutions, engaging with thought leadership, and making connections. If your solution is complex, enterprise-grade, or requires a deeper dive, LinkedIn is your watering hole. Investing in high-quality content, targeted ads, and active community engagement here is non-negotiable.
Second, content is still king, and your blog is its castle. While it might not be the flashiest platform, a well-maintained blog is your evergreen content hub. It’s where you establish authority, provide in-depth information, and answer those crucial “how-to” questions. It’s a long game, but the SEO benefits and the ability to nurture leads over time make it incredibly effective, especially for awareness and consideration. Think of it as the sturdy oak tree where all the valuable information about your product grows.
Third, video, primarily YouTube, is your visual storyteller. For showcasing complex technology, demonstrating solutions, and building brand personality, nothing beats video. It’s highly effective for awareness and can significantly impact consideration by providing clear, engaging explanations. Don’t just show, tell! And better yet, demonstrate.
Now, let’s talk about the newer kids on the block like Bluesky and Threads. While they’re exciting and offer opportunities for rapid-fire engagement and community building, they’re currently less effective for direct conversion in the tech space. Think of them as more casual meet-up spots. They’re great for brand personality, quick announcements, and fostering a sense of community around your brand, but they’re not where most people are making their big tech purchasing decisions right now. Their percentages for awareness might grow as they mature, but for now, treat them as supplementary channels for specific, bite-sized interactions.
Facebook and Instagram still have a role, especially for broader brand awareness and reaching a wider, perhaps less overtly B2B, audience. If your tech solution has a more consumer-facing angle or if you’re looking to build brand affinity, these platforms can be useful. However, for direct, high-value B2B tech conversions, their effectiveness is generally lower. They’re more like the casual grazing areas where people might stumble upon your brand.
Finally, remember that these are just guideposts. The digital landscape is always shifting, and what works today might need tweaking tomorrow. The most successful CMOs are the ones who are constantly experimenting, measuring, and adapting their strategies. Don’t be afraid to try new things, but always keep your target customer (the discerning wombat, in our analogy) in mind. Where are they? What are they looking for? How can you best serve them?
The wild west of digital marketing can be intimidating, but with a clear understanding of your platforms and funnel stages, you can navigate it with confidence and truly make your mark. Now, go forth and conquer!
Bredemarket 