This article contains some of the best lead generation strategies for technology and software companies.
MarTech is a leading business sector today. According to a report, the MarTech market size was $65.33 billion in 2022, and the forecasted revenue for 2030 is $254.15 billion.
So, if you are not Apple or Google, it is not easy for you to attract customers in this competitive marketplace. You have to fight tooth and nail to sell your tech products today.
And importantly, you need a flourishing lead generation strategy to bring more customers your way.
Easier said than done, right?
But no need to worry about anything. This article contains some of the best lead generation strategies for technology and software companies.
So, let’s get to work.
To be honest, every business needs a well-documented lead generation. Whether you have a brick-and-mortar business or a B2B SaaS company, you can’t survive without a lead production plan today.
Trade globalization and online business models have brought competition to its peak. Small local grocery stores are now forced to fight with multinational online grocery brands.
Thus, lead generation is a vital and challenging process for all modern businesses. In the booming technology industry, lead generation is a lifeline because:
Competition Is All-Time High
Competition in the tech sector is beyond your imagination. A news report suggests that more than 1 million software companies will be available by 2027.
The way new tech startups are popping up every day, don’t be surprised if the number of tech companies will go beyond a million.
In addition, you cannot forget legacy tech companies like Apple, Microsoft, Google or Facebook. These tech sharks are manipulating the market, making it difficult for new companies to flourish.
All in all, to beat the heat of the technology industry competition, a lead generation plan is a must.
Align Your Efforts and Goals
Is it your mission to enter the Fortune 500 club by 2025? If so, what is your plan to achieve that?
You can’t just wish to be a leading tech brand and start hustling. Until your hustle is aligned with a definite goal, all your hard work is wasted.
And you need a lead generation strategy to streamline your goals and efforts.
Suppose you have a goal to double your lead conversion rate within a year. In that case, having a lead generation roadmap will help you find the right approach and techniques to achieve your goals.
Build Your Brand Authority
Do you know what’s common between all popular tech companies?
They are brands, not just companies.
For example, today, owning an Apple gadget is a status symbol. People buy Apple products despite their high prices. Simply because Apple is a big name, and everyone knows it.
But have you ever thought about how Apple became a legacy brand?
Because they gave people a vision of smartphones. They simply took the smartphone concept to the next level with their high-tech approach.
And that was Apple’s marketing strategy.
Similarly, if you want to stand in the league of top tech companies, you need a plan to become a brand. Once you become the brand in your industry, lead generation will become organic for you.
All you have to do is learn to swim with sharks. And that’s not easy, my friends.
However, if you have a good customer base shielding, you cannot just swim but dive with sharks.
Let’s have enough with fish metaphors and check dynamic strategies to attract more customers to your tech products or services.
The first stop is to define your company objectives and the key results you want to achieve. Setting objectives will also give you a base to monitor your progress.
In addition, you can formulate and evaluate your lead generation strategies based on your objectives.
Suppose your objective is to generate $1 million in revenue within a year. In that case, you have to first figure out how many new leads you need to achieve your target. After that, you have to set a roadmap to generate the targeted leads.
Further, you can use your objectives to monitor your progress and make changes if you are not close to achieving your target.
So, setting objectives works as a foundation for your whole lead generation process.
Lead generation is aimless without a clear ideal customer profile (ICP). If you don’t know whom you plan to attract with your lead generation efforts, it is impossible to build a robust strategy.
Thus, sit up with your marketing and sales teams to draw up your buyer’s persona. It is a fictional characterization of your potential buyers.
For instance, if you sell CRM software to small businesses to streamline their operations and build relationships with their customers. In that case, your potential buyer will look like this:
A CEO of a startup company with an average of $1 million revenue and 100 employees. The biggest challenge he or she faces is communicating with customers in real-time and resolving their queries faster.
It is just a small example. You have to define your buyer in-depth so you can plan custom lead generation solutions.
In addition, you can leverage intent data to find out more information on your ICPs. Intent data can tell you about the interests and behavior of your customers.
You can know facts like what your potential leads are searching on the web, how long they interacted with your brands, what other websites they are visiting and more.
In short, use all the available techniques to understand your ICPs.
Content marketing is a whole lead generation strategy on its own. You might need to set up a separate content marketing team if you want to use this strategy to generate leads.
There are several content elements available to generate leads. But for this guide, we will touch on some vital pointers:
Target relevant keywords
Use tools like Google Keywords Planner or Ubersuggest to find keywords specific to your tech products. This will help to rank your website on Google and generate organic leads.
Build a content library
Using the relevant keywords, you have to build a diverse content library that can stimulate leads at different stages. For instance, blogs help to make aware leads and case studies are useful to provide value.
Select your tone
Tech companies often use technical tone and words to create their content. But they forget that their customers are not tech-savvy. Tech customers are simple businessmen who want to know how your product can benefit them. They have no interest in knowing how many new technologies you have used to develop your products.
Target your customers’ pain points
A person will look for a solution when they have a problem. Thus, your content topic should be based on your potential customer's pain points. For example, if you provide employee time tracking software, the best topics will be “how to improve your employee’s productivity” or “how to better manage your team’s schedule”.
Webinars are the best lead generation method in the present dynamics. Since people avoid attending crowded gatherings; thus, webinars are the perfect way to meet and greet your potential leads.
The best thing about webinars is that you can establish a personal connection with leads. Unlike cold emailing or calling, webinars lets you receive real-time responses from prospects.
In fact, sales reps can study gestures and facial features to understand prospects’ interests. Besides this, webinars allow you to engage participants using attractive visuals, polls, follow up emails, etc.
Since webinars provide 1:1 interaction with prospects, sales agents get multiple chances to charm them. They can also answer participants' questions on the spot and move them up in the sales funnel.
Video content is raging today. Platforms like Facebook, Instagram and TikTok have diverted the audience towards short videos. People are engaging more with short Reels and Stories than blogs today.
Now, if you are wondering how dancing Reels on Instagram or funny TikTok videos can help you reach professional customers?
Well, emotions can motivate anyone, even your professional B2B tech clients. Using the visual elements, you can engage users with your brand.
For example, brands often create behind the scene videos to show people their work culture and environment. This helps to inform and build trust among prospects.
Besides this, you can create testimonials, giveaways and other short videos to establish your social brand. According to statistics, 78% of people downloaded software or app after watching videos.
Technology companies can use gated and ungated content to inform and motivate leads. Gated content is premium content, and users have to perform a certain action to access it.
Often companies use gated content to collect the email addresses of prospects. Also, when users take the time to add their email addresses to access your content, this shows they are interested in your solutions.
Thus, using email addresses, you can send cold emails with similar content suggestions to nurture a lead.
However, don’t make your entire content gallery gated. It will only limit your content reach as not every lead is ready enough to share their email addresses.
Therefore, create a balance between gated and ungated content to offer something to all your potential leads. For example, you can keep your blogs ungated to make people aware of your business. On the contrary, you can publish white papers or original research as gated content to collect email addresses.
Your website is the first thing that anyone checks to know more about your brand. When a person gets familiar with your brand via social media or ads, next, they will visit your website to explore your products and services.
And there, you have a chance to generate a lead. On your homepage or landing page, you have several options to convert a lead, such as:
● Lead generation forms are the best for collecting email addresses and building your email subscribers list.
● With intent pop-ups, you can stop prospects from leaving your website.
● Social proof pop-ups are helpful in promoting your business.
● Chatbots give leads a chance to communicate and clear their doubts to make a purchase decision faster.
● Surveys, quizzes or polls are also great options to generate leads.
While designing your website, ensure to run split tests to optimize it for better customer experience and conversion rate. Also, optimize your website for mobile phones, as many people today use mobile devices to access the web.
There is a big misconception that SEO work is done when you embed relevant keywords into your content. Well, folks, SEO is a lot more than keyword stuffing.
Not many people know that Google has defined 200+ factors for SEO ready a website. Thus, if you want search engine crawlers to identify your website and rank on top, search engine optimization is a must.
Broadly, SEO is divided into two parts—
● On-page SEO. These are all SEO activities that you perform on a website. It includes internal links, backlinks, image tagging, etc.
● Off-page SEO. Opposite to on-page SEO, all the SEO activities done out of your site are called off-page SEO. These activities include guest blogging, social media marketing, etc.
Besides this, many people use black-hat SEO tricks to quickly improve their web page ranking. But never do that. Tricks like keyword stuffing, cloaking or private link networks can give instant results.
But in the long run, they can damage your domain credibility, and even search engines can penalize your website. So, be patient and always use white-hat SEO techniques to generate leads.
Technology companies often use free trials or demos to generate leads simply because everyone loves free stuff.
In addition, SaaS companies can make people explore their products to help them decide faster. With free trials, prospects can better understand how your solution can help them.
Besides free trials, many software companies offer a free version with limited features. This way, users can be motivated to upgrade their membership to unlock advanced features.
Here are some benefits of offering free trials:
● Target more potential leads by letting them test your expensive solutions for free.
● Free trials can clear all the doubts regarding your products or services.
● Technology companies can obtain genuine feedback from prospects.
Influencer marketing is yet another innovative way to expand your business reach and generate leads. Many technology companies are using this technique today, like Cisco, Microsoft, and others.
In influencer marketing, you collaborate with leading social media or blogger influencers in your industry. They promote your products or services on their portals to drive more leads your way.
Some influencers may review your products or endorse you on their social media channels. In any way, they show interest in your products or services and motivate their followers to do the same.
Here are some tips for using influencer marketing:
● Collaborate with influencers who target the same audience base as yours. Now, it is useless for tech companies to partner with fashion influencers.
● Target micro-influencers as they have intimate relationships with their followers.
● Ensure that influencers and your brand voice match.
● Never collaborate with influencers that promote your competitors, explicit or illegal content.
No one better than your existing customers can convince prospects to purchase from you. But why would your current customers do that unless they don’t get anything in return?
So, to motivate your customers to promote your brand, build a proper referral program. Since your current customers are familiar with your services and users’ pain points; thus, they can better explain and promote your solutions.
However, to make your referral program a hit, you have to provide great incentives like discounts, free membership or monetary rewards.
Many tech companies are using referral programs today like Amazon, Salesforce, etc.
Here are a few tips for creating a successful affiliate program:
● Understand your customers
● Decide incentives that can motivate customers to refer
● Select the customers for the referral program after considering their social media following, past experience, etc
● Create easy to share referral links
● Design marketing material to pass on your referrals
● Constantly follow up with your customers
● Use automated referral marketing solutions to manage your leads
There you go, technology teams! It is super simple to generate high-quality leads and grow your business.
All you need is a well-structured lead generation strategy, and you are good to go. However, to compile your lead generation strategy, consider your audience pain points and your products/service requirements.
Also, experiment with various lead generation methods and monitor each method’s progress. This way, you can focus on the lead generation techniques that drive more qualified leads.
We hope you find this post helpful. For more lead generation tips, keep on following this website.