A large percentage of new B2B technology startups fail when it comes to marketing. Here's how to avoid common pitfalls and rise to the top of your niche.

Technology startups are great at creating useful innovations. What they aren't so great at is marketing those innovations to customers. Study after study shows that between 50 percent and 60 percent of all ventures will fail because of reasons that have nothing to do with putting out an inferior product. These ventures will close their doors because of non-targeted and poorly planned marketing efforts. The reality is that only 37 percent of IT startups will master marketing in ways that allow them to stay in business for longer than four years. The common reason why B2B technology startups fail is because they lack one or all of these three resources:

• Time
• Money
• Knowledge

Tech startups don't have a lot of room for miscalculating buyer behaviors. Here's what you need to know to be able to anticipate, identify and satisfy changing buyer behaviors for the sake of creating an effective marketing strategy.

The buyer you engage with today won't be the buyer you engage with tomorrow. The reality is that the fast-paced, whirlwind nature of the tech landscape means that the needs of buyers are changing at a rapid pace. What are some of the things that can drive the fickle natures of buyers? Most people are influenced by two factors:

• Rising expectations
• Mobile obsessions

The reality is that a B2B company needs to be able to rise to the challenge when the expectations of buyers change. The goal should be to meet demands without shattering the core of what you offer. This can often be achieved by tweaking the way you deliver a product or engage with buyers instead of actually overhauling your product completely. Survival in the competitive B2B marketplace all comes down to creating a buyer-led marketing strategy.

Predictive analytic can help you create experiences that resonate with clients and leads. This will help you to create an effective and streamlined marketing plan that gets your startup's message across.

Have you ever marveled at the fact that Netflix seems to know exactly what to recommend in your queue whenever you load your screen and settle in for a night of eating popcorn in front of a good show or movie? You can thank predictive analytic for those smart recommendations. The reality is that you don't have to be a media giant like Netflix to take advantage of this amazing technology. In fact, startup B2B technology companies are actually the players that have the most to gain as the mechanisms behind predictive analytic becomes easier to use and adopt into pre-existing marketing and sales plans.

Are you basing your tech startup's marketing plan on assumptions or data? Not validating your assumptions can do serious damage to your ability to successfully launch your brand.

A wrong assumption can be toxic for any marketing strategy. There simply isn't any room for false assumptions when you need to measure every move and account for every dollar while managing your startup's marketing strategy. Boldly assuming that you already know what your customers need and how to deliver it to them can prove to be a fatal mistake.

Never Assume What The Customer Wants

Every business would be successful if knowing what customers want was as easy as making a few assumptions without doing research. The reality is that you have to look deep beneath common perceptions and conventional wisdom if you want to build a successful brand.

As a senior marketing executive, you likely spend your day juggling an ever-changing list of priorities. When it is time to create your annual budget, you may view the task as an annoyance rather than an opportunity. However, the act of creating your budget gives you the chance to review what you have done, consider what you want to accomplish during the coming months and create a map that can help you achieve your goals. Unless you avoid the most common marketing budget pitfalls, though, you could find that your budgeted funds fail to generate the results that you want. Here is a list of the 10 most common errors that occur when planning a marketing budget.

All signs are pointing to chatbots when it comes to what the future of customer engagement will look like. Is it too soon to start thinking about integrating bot technology into how your B2B tech company operates? Well! Surely Chatbot is still in its toddler phase but soon it's going to graduate from an ever-changing kid to a complete grown-up dependent technology.

Your marketing strategy might be too boring to get noticed. Don't create dull, predictable content that's likely to be ignored by your target audience.

Far too many tech startup companies miss their opportunity to shine because they rely on boring, recycled marketing tactics instead of coming up with a targeted plan that is bold and elegant. The reality is that your customers will lose interest if you don't focus on fostering customer engagement. How can you make sure your marketing approach isn't boring? It's important to evaluate your tactics and make a push for personal and relevant marketing initiatives.