Ep #83: When Your Buyer Doesn’t Want Marketing w/ Bill Kramer

When attempting to reach a target audience that’s resistant to most marketing efforts like engineers, a different approach may be necessary. From the beginning, Bill recognized that engineering leaders and software engineers despise marketing, which is why the team at Karat uses quality content and thought leadership to entice prospects while leaving the decisions in their hands.

Go where the buyers are. When developing creative content and out-of-the-box solutions to reach people who are marketing-averse, Bill emphasized the importance of staying on top of trends in their space and always being one step ahead of the pack. Part of this strategy includes regularly attending and speaking at events in the technology space to position your brand as a thought leader and authoritative voice on the subject.

Draw attention to the pain points you’re solving with your business. Bill mentioned that part of their strategy at Karat is increasing overall awareness of the pain points in the traditional interviewing process to show companies that there’s a better way of doing things they may not have considered previously. Once they know they’re on fire, so to speak, it’s your chance to step up and help put it out.