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Feb 09, 22  |  

Best B2B Marketing Strategies for Technology Companies

Whether you're an established IT company or a budget-conscious start-up, this article covers tried-and-true marketing tactics for tech companies that will help you raise brand awareness and position yourself in front of your target audience. B2B marketing strategies for technology companies are always necessary for business growth. 

There will be something in here that you can take away and start using right away, from content marketing and social media to lesser-known strategies you may not have heard of previously.

Let's dive in and talk about the techniques you'll need if you're a tech or software company trying to engage with decision-makers and get the most out of your marketing budget.

Effective B2B Marketing Strategies for Technology Companies

Marketing Through Content

Marketing via Email

Branded Games

Social Media Marketing (Organic)

Social Media Marketing (Paid)

Pay Per Click (PPC) 

Marketing With Influence

Marketing Through Content

If your tech company creates a solution to a problem, content should be a big part of your marketing strategy. You'll make it easier for prospective clients to locate you online if you create relevant material around the problem your product solves.

Content marketing takes various forms, from videos and podcasts to eBooks and blogs. It all comes down to being unique, honest, and addressing situations in order to solve real-world issues.

Above all, it's critical to be helpful rather than rushing to sell your belongings at every opportunity. 

When executed effectively, a good content marketing plan will assist you in establishing trust and credibility, allowing you to position yourself as a trustworthy authority in your field. If you do so, selling your solution to organizations in need will become much easier .

>>>Corporate Identity Development Process: Complete Guide

Marketing via Email

Email is an evergreen strategy for marketing. While social media platforms have come and gone, email has remained a reliable source of direct communication with an audience. In fact, it's the most popular method of content marketing among B2B marketers, according to 85 percent.

Email is not just widely used, but it's also one of the few marketing platforms that you can genuinely claim as your own. If you're a software company trying to advertise a new product or notify consumers about a critical update, email is a great way to do it.

While creating and maintaining an email list takes time and effort, the payoff is a direct channel of communication with both current and potential customers. You can take things even farther with audience segmentation, which allows you to engage with certain groups of people more successfully. 

Why not experiment with interactive email marketing? Given that your subscribers are likely to receive many emails each day from different businesses and brands, this is a terrific opportunity to break through the clutter and surprise them with something fresh.

Branded Games

Branded games are a fantastic method to increase audience engagement and establish long-term relationships.

This type of interactive content, often known as 'gamified marketing,' has the ability to keep gamers engaged for over 20 minutes on average and sometimes for over an hour! These are the kinds of statistics that most marketers can only dream of in an age when attention spans are dwindling.

With more businesses realizing the value of gamification in their marketing strategies, now is the best moment to jump on board. If you're not sure if branded games are right for you, you can learn more here.

>>> How to Take Your Brand to the Next Level 

Social Media Marketing (Organic)

LinkedIn, Facebook, Twitter, and Instagram are all examples of social media platforms. These social media platforms are free to use and have a huge potential audience; projections show that by 2025, the number of global social network users will have risen to 4.41 billion. Social Media is one of the best B2B marketing strategies for technology companies.

This is where you can grow your following, nurture relationships, and repurpose material from other platforms like your website. Simply use a variety of forms, such as blog articles, videos, surveys, quizzes, and games, to keep things interesting.

It's important to remember that social media is all about sharing. Your followers will be much more likely to share something that informs (like an original infographic) or entertains (cat memes, dog memes, ANY memes). It's up to you how you incorporate that new software product into a cat meme, if required.

We propose putting people first and following the 80/20 rule when it comes to social media marketing. Eighty percent of your material should be used to educate, entertain, or solve problems, while the remaining twenty percent should be used to promote your company and its specific solutions.

Organic social media marketing, like general content marketing, necessitates consistency and patience before yielding major benefits. While the organic reach of postings may not be as high as it once was, when organic posting is combined with paid social activity, there's a lot of promise.

Social Media Marketing (Paid)

It's no secret that today's social media sites rely largely on ad income to stay afloat. In the United States alone, social media advertising is expected to reach 49 billion dollars in 2021.

In exchange, these platforms give advertisers a wealth of capabilities and data that allows them to be extremely precise in their targeting efforts. If you want to promote a new tech solution to a very specific demographic, you may fine-tune your buyer persona to make sure your advertising dollars are well spent.

LinkedIn is an easy place to start if you're fresh to the realm of paid social media marketing campaigns. LinkedIn is an effective source of leads for any B2B Rating & Review platform, with research showing that the platform generates 80% of all B2B leads.

While paid social is more expensive than PPC, it produces higher-quality leads and thus higher conversion rates. Finally, the type of IT firm you are and your specific marketing goals will determine where you spend your ad budget.

Pay Per Click (PPC)

PPC advertising is the strategy of having your ads appear in Google and other search engines' search results. You may drive clicks to your website or specific landing pages by bidding on specific keywords, which can then produce qualified marketing leads.

You can also spend money on retargeting through the Google Display Network to boost your efforts. This works by displaying relevant adverts to a web user who has previously expressed interest in your brand or product.

This could be someone who came to your homepage, went to one page but not the next, or added a product to their shopping basket but did not complete the transaction. You may use Google's A/B testing options to adjust your layout and ad copy to see what performs best for you.

>>> Is Branding a Key Marketing Tool?

Marketing With Influencers

For tech and software development companies, influencer marketing, also known as sponsored content, is becoming increasingly popular. In fact, 90 percent of B2B organizations expect their influencer marketing expenditure to increase.

Customers frequently seek the counsel of an industry expert before purchasing a new product to assist them in making a selection. You'll not only get your product or solution in front of the correct audience by collaborating with those industry experts; you'll also benefit from the loyalty, credibility, and influence that individual has earned with their audience over time.

To begin using influencer marketing, you must first understand who your target consumers are, the difficulties they confront, and how they spend their time. You may develop a picture of possible industry experts to contact by knowing more about who they follow on social media, which blogs they read, and which YouTube videos they watch.

Before you approach influencers to negotiate conditions and rates, it's crucial to understand that you must have a certain level of credibility yourself. Quality blog material and email marketing, as well as a strong social media presence, all work together to form a more powerful whole.

Influencer marketing is a win-win-win situation for all parties involved (you, the influencer, and the influencer's community) when done right.


Successful marketing takes time, but if you combine these B2B marketing strategies for technology companies that we’ve mentioned, you'll be well on your way to helping your customers and growing your brand.

If you have a large budget, don't be scared to try out some of the paid techniques that are included here. If you're on a tight budget, there's still a lot you can accomplish with great content, email, social media activity, and branded games.

Now you completely know about b2b marketing strategies for technology companies.

Visit the B2B rating & review platform to know more about B2B marketing tactics that can grow your business.


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