10 Marketing Techniques For Tech And Software Companies

In the fast-paced digital age, the tech industry is where innovation and competition are at their peaks. Every month, some new software, platform, or SaaS solution is created, boasting that it is faster, smarter, or more efficient than the previous version.

Regardless of how revolutionary the technology may be, however, it will find itself lost without one key ingredient: a sound, successful marketing strategy.

What Is Tech Marketing?

Tech marketing is a customized approach to marketing technology products, services, and innovations to groups, mainly through breaking down advanced high-value offerings to technical and nontechnical groups alike.

While traditional marketing is all about emphasizing technical sophistication, tech marketing approaches are all about breaking down advanced technical value into simple, readable terms that connect with business decision-makers and average consumers.

This book discusses the best marketing approaches for tech businesses

1. Content Marketing Strategies

Content marketing is the cornerstone of any software marketing strategy. It’s the means by which tech firms educate, inspire, and establish themselves as experts with prospective buyers even before they request a buy.

• Set the “Why,” Not the “How”: Do not simply catalog features. Write content that explains the business challenges your technology addresses. Utilize case studies, whitepapers, and blog posts that highlight actual outcomes.
• Top-of-Funnel Orientation and Education: Create “how-to” documents, industry reports, and explainer videos that are worth reading even if a prospect doesn’t know who you are. This makes your brand a thought leader.
• Use Various Forms: Create one whitepaper and reuse it as a blog post, infographic, webinar presentation, and sequence of social media updates for maximum visibility.

Example: Airtable

Airtable, a software startup that blends spreadsheets with database functionality, built its brand authority through content-first growth.

• The company publishes industry use cases (e.g., for marketing teams, product managers, and creators) showing how to organize workflows and why it matters.
  
• Their blog and resource hub include tutorials, templates, and customer success stories, all designed to educate, not just promote.
  
• Airtable’s “Inspiration Gallery” lets users explore how real companies build with the product, turning content into a learning ecosystem.
  

By prioritizing education over selling, Airtable became synonymous with productivity innovation, proving that thought leadership fuels trust, and trust fuels growth.

2. SEO (Search Engine Optimization)

Goal: Get free (organic) traffic from search engines like Google by ranking higher in search results.

What It Involves:

• Keyword research: Finding what your target audience searches for.
  
• On-page optimization: Optimizing titles, headings, meta descriptions, and content for keywords.
  
• Technical SEO: Improving site speed, mobile responsiveness, and crawlability.
  
• Content creation: Publishing valuable blogs, guides, or case studies that attract backlinks.
  
• Link building: Getting reputable websites to link to your content to build domain authority.
  

Example:

Atlassian uses SEO-focused blogs and documentation to rank for high-intent keywords (e.g., “project management software” and “Jira tutorials”), driving thousands of organic visitors monthly.

Here’s what each metric means:

• Backlinks (86.6M): Atlassian has around 86.6 million links pointing to its website a sign of high trust and authority.
  
• Referring Domains (173.8K): About 81,000 unique websites link to Atlassian, showing a strong, diverse backlink profile.
  
• Keywords (1.9m): The site ranks for roughly 1.9M keywords on search engines like Google.
  
• Organic Traffic (6.9M): It attracts an estimated 6.9 million visitors monthly from unpaid (organic) search results.
  
• Traffic Value (50%): The estimated monthly value of this organic traffic if it were bought via paid ads.
  

Atlassian’s strong backlink profile, high keyword coverage, and massive organic traffic demonstrate its exceptional SEO strategy and content authority in the software industry.

Areas of Focus:

• Long-tail intent-based keyword optimization, such as “best cloud backup solution for fintech startups.”
• Develop backlinks via industry guest blogging or digital PR.
• Use paid search, such as Google Ads or LinkedIn Ads, to experiment and determine which keywords convert the highest.

3. Social Media Marketing

Social media marketing remains, in 2025, the most direct means by which tech brands can reach people directly. IT and SaaS businesses‘ job is deciding on which platforms to use and developing content that speaks to people both cognitively and emotionally.

LinkedIn is the B2B tech gold standard, best suited for publishing product news, thought leadership, and case studies.

Twitter, or X, remains a platform for live engagement, product discussion, and trend following.

YouTube and TikTok, uncharacteristically, are useful for breaking down complex concepts using video narrative.

EXAMPLE: Canva – Driving User Growth Through Educational Video Content

Canva strategically utilizes YouTube tutorials and TikTok short-form videos to showcase its design tools and empower users to create with confidence. By producing visually engaging, step-by-step tutorials and quick design hack videos, the company simplifies complex design processes for non-designers.

This educational approach not only highlights product capabilities but also nurtures a sense of creativity and accessibility among users. Through consistent, value-driven video content, Canva successfully converts casual viewers into active users, transforming education into a key driver of customer acquisition and brand loyalty.

4. Influencer Collaborations

• In technology, influencers are not celebrities; they are category experts, famous coders, and thought leaders with loyal followers.
• Find Niche Experts: Collaborate with influencers who possess authentic credibility with your audience. An endorsement from an influencer with a reputation in the developer community can be more effective than a standard ad.
• Co-create Content: Conduct webinars with industry experts or support a technical deep-dive video on a highly viewed YouTube channel.

Example: DELL

Dell Technologies effectively leverages influencer marketing to enhance its brand authority within the technology sector. Through its “Dell Luminaries” podcast, the company partnered with respected industry influencers, thought leaders, and internal experts to discuss emerging trends in technology and innovation.

This initiative not only strengthened Dell’s position as a thought leader but also created valuable, authentic content for its customers.

By collaborating with influencers who possess established credibility in the tech community, Dell successfully bridged the gap between brand expertise and audience trust, demonstrating how influencer partnerships can drive engagement and elevate brand perception in the B2B technology space.

5. Email Marketing Best Practices

Personalization and Segmentation: Move past “Hello [First Name].” Segment your lists based on user behavior (trial users, webinar sign-ups) and serve up content that speaks to their exact point in the buyer’s journey.

Lead Nurturing Sequences: Order emails to educate leads, address shared objections, and lead them to a demo or sale in a subtle way.

Example:

Grammarly effectively uses segmented email campaigns to engage users based on activity level and product usage.

For instance, inactive users receive re-engagement emails highlighting new features, while active users are sent personalized productivity insights. This targeted communication strategy enhances user retention, promotes upsells, and reinforces brand value through continuous relevance.

6. Webinars and Virtual Events

To technology companies, webinars and virtual events are now more than discretionary marketing vehicles but fundamental growth initiatives. They combine learning, product show, and community building into one interactive experience.

They also provide quantifiable feedback like attendance, engagement levels, and conversion rates, ideal for messaging and sales alignment fine-tuning.

EXAMPLE:

 Zoom – Strengthening Customer Engagement Through Virtual Events

Zoom strategically leveraged webinars and virtual conferences to deepen customer engagement and drive product adoption, particularly during the post-pandemic shift to remote and hybrid work models. 

The company used webinars to introduce new features, provide live demonstrations, and educate enterprise clients on best practices for virtual collaboration. Its flagship event, Zoomtopia, evolved into a premier virtual conference that brings together users, partners, and industry leaders.

Through this initiative, Zoom successfully fostered a global community, reinforced brand loyalty, and positioned itself as an innovator in digital communication solutions.

7. Performance Marketing

Performance marketing is an umbrella term for online marketing and advertising programs where advertisers pay marketing service providers (like Google, Facebook, etc.) only when a specific, measurable result is achieved. These results are often clicks, impressions, leads, or sales.

Example: 

HubSpot – Enhancing Lead Generation Through Targeted PPC Campaigns

HubSpot effectively utilized LinkedIn PPC campaigns to attract qualified traffic to its CRM and marketing automation platforms.

By leveraging audience segmentation based on company size, industry, and professional role, the company ensured its ads reached decision-makers most likely to convert.

This precision targeting not only increased demo sign-ups but also supported deeper lead nurturing through tailored remarketing campaigns. HubSpot’s strategic approach to paid media exemplifies how data-driven advertising can accelerate growth and strengthen the sales pipeline in the B2B software space.

The data in the image directly relates to key metrics in Performance Marketing, specifically within performance marketing:

Keywords (14 -30.0%): The number of keywords the specific URL is bidding on or ranking for in paid search. This is a direct input metric.

Traffic (190 -37.5%): The estimated number of clicks/visits driven to the URL from these paid ads. This is a critical performance metric.

Traffic Cost ($882 -35.2%): The estimated cost incurred to generate that traffic. This is the cost metric, directly showing the ‘pay-per-performance’ model in action (in this case, pay-per-click/traffic).

The table detailing the “Paid Search Positions” is the essence of PPC, a core component of performance marketing:

• Ad Keyword: Shows the specific search terms HubSpot is bidding on (e.g., hubspot ai, chatbot online free, make your own chatbot).
• Pos (Position): Where the ad is currently ranking on the Search Engine Results Page (SERP).
• Volume: The estimated monthly search volume for that keyword.
• CPC (Cost Per Click): The estimated cost the advertiser (HubSpot) pays each time a user clicks on their ad for that specific keyword.

The payment structure is inherently performance-based: HubSpot only pays the CPC when the performance (a click/traffic) is delivered.

8. Account-Based Marketing (ABM)

In business tech, where transactions are complex and multi-interest, Account-Based Marketing is the gold standard. Rather than targeting mass audiences, ABM targets high-value customers with personalized content and aligned sales activity.

Why It Works:

By aligning marketing and sales, ABM drives stronger engagement, higher conversion rates, and deeper relationships with decision-makers who see the brand as a trusted partner rather than a vendor. 

Example: LinkedIn Sales Navigator

LinkedIn used Account-Based Marketing (ABM) through its own tool, LinkedIn Sales Navigator, to target enterprise clients.

By identifying key decision-makers within each target company, LinkedIn’s marketing team delivered content and outreach messages tailored to each account’s pain points.

This alignment between marketing and sales teams led to higher response rates and stronger relationships with enterprise buyers, showcasing how ABM turns potential leads into long-term strategic partners.

• Advanced Account & Lead Search: Provides granular filters to precisely identify target high-value accounts (companies) and the specific Decision-Makers (Leads) within them, moving beyond mass-market targeting.
• Real-Time Insights & Alerts: Offers timely notifications (e.g., job changes, company news, new funding) that enable hyper-personalized and perfectly timed outreach, transforming generic contact into a relevant conversation.
• InMail Messaging: Grants a direct, dedicated channel to reach key stakeholders outside one’s network, facilitating the initial high-level contact crucial for enterprise sales and relationship building.
• CRM Integration & TeamLink: Ensures seamless Sales and Marketing alignment by syncing account data and revealing warm introduction paths via team connections, maximizing collaboration and efficiency.

9. Community Marketing

Growing a community around your technology builds a robust network of evangelists, loyalists, and contributors.

Best For: Open-source initiatives, developer platforms, and systems with high engagement by users.

How It Works:

Host dedicated spaces like a Slack group, Discord server, or online forum where users can interact, ask questions, and share feedback.

Encourage user-generated content, highlight success stories, and empower your most active members to help others. This not only builds loyalty but also turns your user base into a living extension of your marketing team

Example: Women’s Entrepreneur Network (WEN)

The Women’s Entrepreneur Network uses community-driven marketing by hosting an active Facebook group and Slack community where female founders connect, share business challenges, and celebrate wins.
Members create user-generated content from success stories to resource recommendations while moderators highlight standout entrepreneurs.

By empowering members to support and mentor one another, WEN transformed its audience into a self-sustaining marketing engine, strengthening loyalty and brand credibility among women-led startups.

10. Generative Engine Optimization 

Generative Engine Optimization (GEO) is the practice of adapting digital content and online presence to improve visibility and influence within the results produced by generative Artificial Intelligence (AI) tools.

Example: HubSpot actively practices GEO by structuring its content with extreme clarity and authority to be frequently cited by AI. When a user asks an AI: “What is the best CRM software for a small business?”, the AI often recommends HubSpot due to its comprehensive, authoritative, and direct-answer content, which aligns with the E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) signals preferred by Generative Engines. HubSpot also offers tools, like an AEO/GEO Grader, to help companies track their visibility in these AI responses.

This dashboard illustrates Generative Engine Optimization (GEO), tracking HubSpot’s content visibility is  82 % and mentions across various AI platforms like ChatGPT, Gemini, and Google’s AI Overviews.

This data is an example of showing HubSpot’s paid search investment for its CRM product, with key metrics like Traffic (190) and Traffic Cost ($882).

Final Thoughts

In the technology sector, marketing success isn’t going to be about who is willing to spend the most. It’s about whoever has the best story to tell. The players at the top of 2025’s digital space have one thing in common: a customer-first story built on clarity, creativity, and precision in data.

From webinars and SEO to community-driven expansion, every tactic fares best when combined in an expansive system that values and prioritizes trust. As a startup marketing agency, we understand that whether you’re a startup forming your identity or a mature IT brand expanding internationally, the challenge remains the same: remain relevant, remain human, and continue evolving.

Because in this day and age, when technology is evolving day by day, the one thing that works is how you relate to the people who use it.

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