Top 2 Tech Marketer Challenges (and Solutions)

If you’re a tech marketer, you’re already aware of the particularly difficult challenges you face. Sure, all marketers have difficult challenges, but the ever-changing tech world introduces new complexity to the marketing mix. After all, the technology industry is growing and changing so fast that no one can possibly keep up. No one, of course, except for the tech marketer, who is not only charged with keeping up, but also staying one step ahead of the marketplace.LinkedIn recently published an article discussing some of the top challenges experienced by tech marketers today. Here are two of those challenges, along with actionable information you can use to start overcoming them now.Challenge #1: Identifying the decision maker?All marketers know how important it is to identify and understand the decision maker. Without this knowledge, it’s difficult to build a successful marketing strategy to win them over.The difficulty with tech marketing, though, is that the decision maker isn’t a single person. Instead, it’s now a cross-functional group comprised of IT, Marketing, Sales, Operations, Finance and more.This complexity makes it all the more important to fully understand the needs, challenges and motivations of each group member and appeal to them directly.A recent LinkedIn study of groups that hold decision-making power over IT and technology purchases discovered that nurturing prospects with informative content is a vital part of the sales process. Why? Because members of these groups are typically not ready to talk to a sales rep until they have consumed at least five pieces of “relevant, unbranded, non-sales focused content”.Additionally, LinkedIn’s post highlights the importance of producing content for every role on this cross-functional buying committee… at every stage in the buying process. Because, as the post explains, the tech decision maker is a group, not an individual, marketers have a responsibility to reach out to and engage with every one of them. You never know who will make that first contact, who will lead the buying committee, or who will have the most influence over the other members.That’s why it’s critical to have a strategy for how to reach, engage and ultimately convert every member of the group at each stage in the buying process. It sounds like a lot of work, yes, but tech marketers have the opportunity to influence every member of the buying committee and begin to win them over through always-on education. What’s “always-on”? It’s content that provides valuable, educational information at every stage of the buying process – anytime the users may want it. When you consider that, according to the Content Marketing Institute, 63% of tech buyers are more likely to consider vendors that take an always-on approach, it’s worth the effort.Challenge #2: Creating Engaging ContentAccording to the Content Marketing Institute, 93% of tech marketers use content marketing. However, they also say that “creating engaging content” has been a top challenge for the last five years. What does this tells us? While tech marketers see value in content marketing, they also have limited time and resources, which keeps them from creating content that is as successful as it really could be.So how do you compete in the saturated tech marketplace? According to LinkedIn’s post, build a reliable toolbox. If you think about it, there are more content marketing tools and resources available today than ever before – many of which are free or very reasonably priced. Marketers have more options available now than ever before to design, create, write, build and develop on their own – free of any outside support. Just think about what has done for marketers!If you’re a tech marketer, you understand the pressure to stay ahead of the ridiculously fast-paced world of innovation. It’s our job to not only reach out to, but also engage some of the brightest, most forward-thinking minds in the industry. Thankfully, there are tools and resources to help make it possible.

Alternative Financing Vs. Venture Capital: Which Option Is Best for Boosting Working Capital?

There are several potential financing options available to cash-strapped businesses that need a healthy dose of working capital. A bank loan or line of credit is often the first option that owners think of – and for businesses that qualify, this may be the best option.

In today’s uncertain business, economic and regulatory environment, qualifying for a bank loan can be difficult – especially for start-up companies and those that have experienced any type of financial difficulty. Sometimes, owners of businesses that don’t qualify for a bank loan decide that seeking venture capital or bringing on equity investors are other viable options.

But are they really? While there are some potential benefits to bringing venture capital and so-called “angel” investors into your business, there are drawbacks as well. Unfortunately, owners sometimes don’t think about these drawbacks until the ink has dried on a contract with a venture capitalist or angel investor – and it’s too late to back out of the deal.

Different Types of Financing

One problem with bringing in equity investors to help provide a working capital boost is that working capital and equity are really two different types of financing.

Working capital – or the money that is used to pay business expenses incurred during the time lag until cash from sales (or accounts receivable) is collected – is short-term in nature, so it should be financed via a short-term financing tool. Equity, however, should generally be used to finance rapid growth, business expansion, acquisitions or the purchase of long-term assets, which are defined as assets that are repaid over more than one 12-month business cycle.

But the biggest drawback to bringing equity investors into your business is a potential loss of control. When you sell equity (or shares) in your business to venture capitalists or angels, you are giving up a percentage of ownership in your business, and you may be doing so at an inopportune time. With this dilution of ownership most often comes a loss of control over some or all of the most important business decisions that must be made.

Sometimes, owners are enticed to sell equity by the fact that there is little (if any) out-of-pocket expense. Unlike debt financing, you don’t usually pay interest with equity financing. The equity investor gains its return via the ownership stake gained in your business. But the long-term “cost” of selling equity is always much higher than the short-term cost of debt, in terms of both actual cash cost as well as soft costs like the loss of control and stewardship of your company and the potential future value of the ownership shares that are sold.

Alternative Financing Solutions

But what if your business needs working capital and you don’t qualify for a bank loan or line of credit? Alternative financing solutions are often appropriate for injecting working capital into businesses in this situation. Three of the most common types of alternative financing used by such businesses are:

1. Full-Service Factoring – Businesses sell outstanding accounts receivable on an ongoing basis to a commercial finance (or factoring) company at a discount. The factoring company then manages the receivable until it is paid. Factoring is a well-established and accepted method of temporary alternative finance that is especially well-suited for rapidly growing companies and those with customer concentrations.

2. Accounts Receivable (A/R) Financing – A/R financing is an ideal solution for companies that are not yet bankable but have a stable financial condition and a more diverse customer base. Here, the business provides details on all accounts receivable and pledges those assets as collateral. The proceeds of those receivables are sent to a lockbox while the finance company calculates a borrowing base to determine the amount the company can borrow. When the borrower needs money, it makes an advance request and the finance company advances money using a percentage of the accounts receivable.

3. Asset-Based Lending (ABL) – This is a credit facility secured by all of a company’s assets, which may include A/R, equipment and inventory. Unlike with factoring, the business continues to manage and collect its own receivables and submits collateral reports on an ongoing basis to the finance company, which will review and periodically audit the reports.

In addition to providing working capital and enabling owners to maintain business control, alternative financing may provide other benefits as well:

It’s easy to determine the exact cost of financing and obtain an increase.
Professional collateral management can be included depending on the facility type and the lender.
Real-time, online interactive reporting is often available.
It may provide the business with access to more capital.
It’s flexible – financing ebbs and flows with the business’ needs.
It’s important to note that there are some circumstances in which equity is a viable and attractive financing solution. This is especially true in cases of business expansion and acquisition and new product launches – these are capital needs that are not generally well suited to debt financing. However, equity is not usually the appropriate financing solution to solve a working capital problem or help plug a cash-flow gap.

A Precious Commodity

Remember that business equity is a precious commodity that should only be considered under the right circumstances and at the right time. When equity financing is sought, ideally this should be done at a time when the company has good growth prospects and a significant cash need for this growth. Ideally, majority ownership (and thus, absolute control) should remain with the company founder(s).

Alternative financing solutions like factoring, A/R financing and ABL can provide the working capital boost many cash-strapped businesses that don’t qualify for bank financing need – without diluting ownership and possibly giving up business control at an inopportune time for the owner. If and when these companies become bankable later, it’s often an easy transition to a traditional bank line of credit. Your banker may be able to refer you to a commercial finance company that can offer the right type of alternative financing solution for your particular situation.

Taking the time to understand all the different financing options available to your business, and the pros and cons of each, is the best way to make sure you choose the best option for your business. The use of alternative financing can help your company grow without diluting your ownership. After all, it’s your business – shouldn’t you keep as much of it as possible?

How To Avoid Mistakes On Your Credit Report

We have developed eight effective strategies for preventing mistakes on your credit report. We wish you much success.1) Beware Of Debts & Credit You Don’t UseJust as it is very easy to apply for a store credit card, it is also easy to forget you have it. It is important to remember that the account will remain on your report and affect your score as long as it is open. Don’t make the mistake of having credit lines and cards you don’t need. It makes you look more risky from a lenders point of view.Also, having many accounts you don’t use increases the odds that you will forget about an old account and stop making payments on it, resulting in a lowered credit score. Keep only the accounts you use regularly and consider closing your other accounts. Having fewer accounts will make it easier for you to keep track of your debts and will increase the chances of you having a good credit score.However, realize that when you close an account, the record of the closed account remains on your credit report and can affect your credit score for some time. In fact, closing unused credit accounts may actually cause your credit score to drop in the short-term, as you will have higher credit balances spread out over a smaller overall credit account base.For example, if your unused credit limits amount to $2,000, and your regularly used accounts also have a credit limit of $2,000, you have $4,000 of available credit. If you close your unused accounts and owe $1,000 on the accounts you use regularly, you have gone from using one-fourth of your credit ($1,000 owed on a possible $4,000) to using one-half of your credit ($1,000 from a possible $2,000). This will actually cause your credit risk rating to drop. In the long term, though, not having extra temptation to charge, and not having credit you don’t need will help you budget.2) Avoid Having Many Credit Report InquiriesAn inquiry is noted every time someone looks at your credit report. Don’t make the mistake of allowing too many inquiries on your credit report, as it may appear that you have been rejected by multiple lenders. This means that you should be careful about who looks at it. If you are shopping for a loan (finding the lowest interest rate based on your credit), shop around within a short period of time, as inquiries made within a few days of each other will generally be lumped together and counted as one inquiry.You can also cut down the number of inquiries on your account by approaching lenders you have already researched and are interested in doing business with. By researching first, and approaching second, you will likely have only a few lenders accessing your credit report at the same time, which can help save your credit score.3) Don’t Mistakenly Over-Use Online Loan Rate ComparisonsOnline loan rate quotes are easy to obtain. Just type in some personal information and within seconds you can receive a quote on your car loan, personal loan, student loan, or mortgage. This is free and convenient, leading many people to compare several companies at once in order to get the best possible loan rate. The problem is that since online quotes are a fairly recent phenomenon, credit bureaus count each quote as an inquiry. This means that if you compare too many companies online, your credit score will suffer.This does not mean you shouldn’t seek online quotes for loan. In fact, online loan quotes are a great resource that can help you get the very best rates on your next loan. It just means that you should carefully research companies and narrow down your choices to only a few lenders before making inquiries. This will help ensure that the number of inquires on your credit report is small, and your score will remain strong.4) Don’t Make The Mistake Of Thinking You Only Have One Credit ReportMost people mistakenly speak of having a “credit score” when in fact credit reports often include three or more credit scores. There are three major credit bureaus in the United States that develop credit reports and calculate credit scores, as well as a number of smaller credit bureau companies. In addition, some larger lenders calculate their own credit risk score based on information in your credit report. When improving your credit report, you should not focus on one number. You should contact the three major credit bureaus and work on improving all three credit scores.5) Don’t Close Multiple Credit AccountsMany people make the mistake of closing multiple credit accounts in an effort to improve their credit score. If you close an account you need (for example, if you close all your credit card accounts), then you may find yourself in the position where you need to reapply for credit. Not only is this inconvenient, but the inquiries from credit companies can actually hurt your credit report. Additionally, credit bureaus will actually look favorably upon your credit report if they can see that you have a (good) long-term credit history. For example, don’t make the mistake of closing a credit card account you have had for the past 10 years, as this may actually hurt your credit report.lf you have credit accounts that you don’t use, or if you have too many credit lines, then by all means pay off some and close them. Doing so may help your credit score, as long as you don’t close long-term accounts you need. In general, close your newest accounts first, and only when you are certain you will not need that credit in the near future.Closing your accounts is a bad idea if:A) You will be applying for a loan soon. The closing of your accounts will make your score drop in the short-term and will not allow you to qualify for good loan rates.B) Your debt to credit ratio increases. For example, you owe $10,000 now and have access to an extra $5,000. However, after closing some accounts you are only left with $1,000. This brings you closer to maxing out your credit and in turn hurts your report.6) Don’t Assume Only One Action Will Improve Your Credit ReportAn example of a common mistake that some debtors make is believing that paying off a credit card bill will boost their score by 50 points, while closing an unused credit account will result in 20 more points. Improving your credit report is certainly not this simple. How much any one action will affect your credit score is impossible to gauge. It will depend on multiple factors, including your current credit score, and which credit bureau is calculating it. In general, the higher your credit score, the more small factors – such as one unpaid bill – will affect you. When repairing the score on your credit report, you should not equate specific credit repair actions with numbers. The idea is to do as many things as you can to improve your credit report.7) Having No Loans & No Debt Will Not Improve Your Credit ReportSome people make the mistake of believing that owing no money, having no credit cards, and avoiding the whole world of credit will help improve the score on their credit report. In reality, the opposite is true. Lenders want to know about your past ability to handle credit, and the only way they can tell is by the score on your credit report. Having no credit at all can actually be worse for your credit score than having a few credit accounts that you pay off on time. If you currently have no credit accounts at all, opening a low balance credit card can actually boost your credit score.Think of your credit report like a basketball game. The player who scores many points in every game is considered to be a great player, and will receive higher financial rewards than those who only score a few points. Those who don’t even play basketball have no scores to “report” to the game officials. In the world of credit reports, the debtor who scores the most points is someone who pays off their credit accounts every month. They will receive financial rewards through easier access to loans and lower interest rates, while those who have no credit accounts have a very low credit score.8) Never Do Anything Illegal To Repair Your Credit ReportIt seems pretty obvious, but plenty of people make the mistake of lying about their credit score or even falsifying their loan applications because they are ashamed of a bad score. Not only is this illegal, but it is also completely ineffective at repairing your credit report. Your credit score is easy to check and, not only will you not fool lenders by lying on your credit report, but you may actually face legal action as a result of your dishonesty.