What are the top ten marketing strategies to follow in the technology industry

Top ten marketing strategies to follow in the technology industry.

in Software development, IT strategy, MarketingBy Raquel Pereira, Communication Specialist

In the technology industry, businesses are continuously evolving, creating a more competitive environment. Business to business (B2B) technology firms may find it difficult to reach the right touchpoints to create client awareness. The ability to connect with potential leads is crucial to any business regardless of its sector, and success relies on the differentiation through the use of the correct marketing strategies.

So, how can a company stand out?

Expertise in digital channels and the utilization of tools that show potential in engaging decision-makers is the first step in marketing success. It is essential to use the right tools for market segmentation. While engaging with potential clients, it is vital to understand the industry and how your solution can be the answer to consumer problems.

To that end, we have examined the top ten marketing strategies for technology companies, and how they should be used to transform marketing.

#1 - Search, search, and search!

Any marketing plan must include a thorough analysis of the market, including the behavior and positioning of its potential customers. A well-designed plan is the only way to define a precise market target in detail.

#2 - Understand your competition

Next is an important step: competition analysis.
Competition is necessary and healthy, not only does it develop an understanding of how the market is evolving it also is how we, as a business, develop and improve. Social networks and other platforms help us determine new marketing strategies with crucial insights, allowing us to address new segments successfully.

#3 - Know your target audience

It is vital to get as much information as possible about your target audience. Question yourself as if you were your ideal customer: where would I look for information? What would I need to make a decision on a purchase? The more customer insights you identify, the better you can adapt your messages and approach.

#4: Build a killer marketing website

Any company nowadays needs to have a site that anchors a viewer, especially if you are a technology company. A website is typically your first touchpoint and needs to be well constructed, functional, and appealing. Design thinking, UX /UI, mobile optics, speed and accessibility is key to maintain this significant component of your company image.

#5 - Shape a solid pile of marktech

IT companies are technology and data-oriented, and marketing should not be left out of this perspective. Marketing tools will enable time optimization to acquire the success of campaigns and market penetration, through a clear view of campaign analysis, social network engagement, and segmentation success.

Nowadays, marketing platforms are accessible to any company size or maturity. Research and understanding, the best tool to adapt to your company, is mandatory and will compensate in the short term the effort.

#6 - Share your content creation

Proliferation of Information is now more relevant than ever before, and sharing knowledge will allow your company to advance your technical community, helping to result in continued relevance in the market.

It is essential to create diverse content that can answer relevant issues that, as a company, you are uniquely qualified to answer. Moreover, continued content expansion helps to increase your company's online presence by developing visibility via a simple internet search.

#7 - Be present in social networks

Social networks have become an essential marketing strategy within various industries. However, you should look not only to engage your employees, but also garner the social media support of clients. Company followers are an important element of the equation, and social networking focused on maintaining relevance in these channels will keep your audience active. Producing and promoting content enables the interaction with influencers and stakeholders in the industry, further developing your company's network.

#8 - Connect to influencers in the technology industry

Influencers are leading many marketing trends across various industries, and IT is no exception. Potential buyers receiving advice from these experts that help guide market decisions. Being able to create a touchpoint through this new trend is crucial to building brand awareness and can help garner new customers.

#9 - Be classified in peer review sites

Peer review and evaluation sites are critical in the IT technology industry. As a result, it is necessary to understand the most relevant websites for each IT activity and service. Platforms like Clutch are great for creating a concise and detailed profile where you can kindly ask your clients for reviews, further increasing company visibility.

#10 - Adopt new technologies in your marketing strategy plan

It is important to remember the guiding principles of an IT company: innovation, creativity and technology. New ways of working, such as new platforms or solutions, need to be continuously evaluated by your marketing team. From a marketing perspective, this translates in the adoption of chatbots, integration with VR in the content produced, or in the new mirroring solutions that can highlight your company’s solution creativity, all of which serving as key pieces to gathering potential customers and maintaining your company’s market relevance.


Marketing strategies have to go beyond creating brochures and attending events. Modern IT companies need to embrace the digital space as the relevant marketing channel. A comprehensive marketing strategy, including the avoidance of KPIs analysis, will yield the best results by adopting new strategies and tools.

There exists no definitive strategy to modern marketing and much trial and error will result from developing the most effective method of reaching a target audience. However, within the Nearshore IT segment, it becomes progressively decisive to develop new ideas and strategies that do not fall into conventional marketing strategy in modern, unconventional times.

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