The IT and technology industry—as we know—is a very competitive industry, and at the same time is constantly changing.
With that being said, the ability to continue generating high-quality leads in a sustainable way—or not having one—can literally make or break the success of an IT and technology company. Without a clear and effective lead generation strategy, it’s simply impossible for the tech company to maintain a competitive edge and drive business growth.
Yet, with the rapidly changing digital landscape and continuous evolution of customer behaviors, planning and executing a working lead generation strategy can be easier said than done.
Whether you are a business owner in the technology/IT industry looking for ways to get more customers or a marketer looking to improve your existing IT marketing strategy, you’ve come to the right place.
In this guide, we aim to provide actionable tips and strategies to help IT, and technology companies develop and execute a lead generation strategy. We’ll discuss all the knowledge and tools you need to attract and convert more leads, grow your revenue, and stay ahead of your competitors in the harsh IT and technology landscape.
Let’s dive in.
Lead Generation: The Basics
The general definition of lead generation is the process of attracting prospective customers (a “lead” is just another term for potential customers) who have shown interest in your business.
How can we measure whether someone is already interested in our business or our IT/technology product? Mainly it’s about whether this potential customer is willing to submit their contact information (i.e., email address) and allow our business to contact them.
Thus, we can say that lead generation—in practice— is the process of capturing prospective customers’ contact information. We say someone had converted as a lead when they submitted their email address and allowed communications from our brand.
Generating leads is a critical step for any business to get more customers, and the ultimate goal is to nurture the lead via regular communications (i.e., emails) until they are ready to make a purchase.
Lead generation can involve various marketing tactics and channels to achieve two things:
- Attracting these potential leads to our websites (or other platforms like our social media profile or an app.)
- Convincing them to submit their contact information when they are on the website or platform
Potential Challenges in Lead Generation for IT and Technology Companies
In the context of IT and technology companies, having a comprehensive lead generation strategy to achieve these two things is highly important due to the competitive nature of the industry. If the business can’t sustainably generate leads, it won’t be able to stay in the competition and get more customers.
However, when it comes to lead generation, there are also some potential challenges unique to IT and technology we should consider:
- Constantly evolving market
The technology field, by nature, is constantly changing with advancements and new developments every single day. These changes will also translate into changes in customers’ behaviors and demands.
It’s crucial for marketers to stay updated on all these changes, new trends, and new technologies while adapting their lead generation strategies accordingly. In practice, this can be a major challenge.
- High lead generation costs
The highly competitive nature of the IT and technology industry means that a lot of companies are vying for the attention of the same target audience, driving the costs of marketing campaigns higher.
As a result of this, IT and technology companies are often required to invest in expensive campaigns or channels just to stay in the game and have the means to generate leads.
This phenomenon can be a huge obstacle for businesses, especially smaller ones and startups.
- Identifying the right audience
Not all potential customers (leads) are created equal. It’s crucial for businesses to target the right audience and qualify their leads carefully to ensure they are a good fit for what you are offering.
Yet, this can be especially a challenge in the IT and technology industry. Many IT/technology products or services cater to very specific niches. In such cases, identifying and targeting the right customer profiles accurately is critical, or the lead generation strategy simply won’t work.
Not t mention, finding the right marketing channels and tactics to effectively reach this specific audience can add an additional layer of challenge.
- Trust and security concerns
It’s critical for IT and technology companies to convey trust and security.
Consumers are getting more aware of data privacy, cybersecurity, and reliability concerns surrounding IT and technology products and services. So, if you don’t effectively establish trust and communicate that you are addressing these concerns, you may have difficulties in convincing potential customers to convert into leads.
- Longer sales cycles
Sales cycles for IT and technology products are typically (not always) longer than traditional products. This is especially true for more expensive or more complex technology solutions.
In practice, educating and convincing potential customers about the benefits and value of your IT/technology product or service can take time, which may translate into longer and more expensive lead generation efforts.
It’s critical for marketers to develop long-term strategies to effectively capture leads and stay engaged with these leads with a comprehensive nurturing strategy.
- Technically proficient audience
The target audience in the IT and technology industry is often technically skilled (i..e., technically-proficient professionals,) meaning they are often well-informed about the offerings available in the market.
This means marketers need to be more thoughtful and creative in their marketing approaches. It’s necessary to craft valuable, well-crafted, and insightful content backed with data and proof to establish thought leadership and build credibility, or else capturing their attention will be difficult.
How to Define Your Target Audience
As discussed, identifying and understanding the right audience is a very important foundation of a working lead generation strategy—and is also often one of the biggest hurdles.
So, how can IT businesses accurately identify their target audience? There are many different approaches we can use, but here we will share two basic methods: one for a brand-new technology company, and another for companies with existing customer base.
For a brand-new IT company
If your company hasn’t got an existing customer base, then you can define your target audience with a combination of market research and industry analysis.
Here are the steps how.
Step 1: Define your value proposition
Start by determining your product or service’s unique selling point. Does your solution solve a specific problem? Or does your product/service meets the specific needs of potential customers?
Finding your value proposition will be a very important foundation for identifying your target audience.
Step 2: Market research
Conduct comprehensive market research into the IT/technology industry and your specific niche.
Leverage various resources and tools to identify the latest market trends, explore industry reports, and analyze your competitors to identify gaps and opportunities.
Identify specific markets where your IT/technology product or service can provide significant value.
Based on this information, you can start defining the target audience who will benefit the most from and the most likely to purchase your IT products or services.
Step 3: Identify needs and pain points
Now that you’ve got a rough idea of your target audience and your market segment try to identify their needs, pain points, and challenges.
You can do so by monitoring social media discussions, observing industry trends, and keeping track of conversations surrounding your brand and/or your niche on online communities and forums.
For companies with an existing customer base
If your company already has customers—even if the number is still relatively small—, you can analyze your customer base to help define and understand your target audience.
Here are some methods on how:
Step 1: Analyze your CRM data
If you’ve used a CRM system or any other tools to keep track of your customer data, you can start by analyzing this data.
Look for trends, patterns, and commonalities in this data, for example:
- Similarities in demographics, such as location, age, gender, industry, income level, educational level, etc.
- Similarities in job titles and roles within the organization, size of the company they’re in, etc.
- The sectors or industries your current customers are in
And so on.
The more patterns and similarities you can find, the more detailed you can define your target customers.
Step 2: Surveys, interviews, focus groups
The next step you should do is to engage with your existing customers through surveys, interviews, or gathering multiple customers in focus groups to collect insights.
You can ask deeper and more in-depth questions about their goals, challenges, pain points, and especially their reasons for choosing your IT/technology products or services. Identify specific outcomes they are seeking from your IT solutions and their obstacles when using them.
Use these approaches to collect feedback and get more information about your target audience’s goals, pain points, and priorities.
Step 3: Segmenting your customer base
Now that you’ve collected both quantitative and qualitative data, the next step is to segment your customer base based on similarities in characteristics or behaviors.
You can use various criteria to segment your customer base: industry, company size, job title/role, etc. Identify and try to understand the different types of customers you serve.
Developing a Buyer Persona
Now that you’ve gathered enough information, whether via market research, competitive analysis, or analyzing your own customer base, you can use this data to develop a buyer persona for your IT/technology company.
A buyer persona is a detailed semi-fictional model that represents your target audience that includes the following information:
- Demographics: information like age, gender, location, income level, education level, etc.
- Job title/role: important for B2B IT companies, this information can help you to understand the level of authority within the organization and their role during the purchase decision.
- Pain points: the problems and challenges the target audience is facing.
- Goals: what is your target audience looking to achieve with your solution?
- Behavior: how your target audience prefers to be communicated with and how they make their purchase decisions
Below is a buyer persona example for an IT company selling project management software:
Name: Jane Doe
Job Title: Project Manager
Company: ABC Corporation
Location: San Francisco, CA
Age: 35 Gender: Female
Education: Bachelor’s degree in Business Administration
- Jane is constantly struggling to keep track of all of her projects.
- She has a hard time communicating with her team members and stakeholders.
- She is constantly feeling overwhelmed and stressed.
- Jane wants to find project management software that will help her to stay organized and on track.
- She wants to be able to communicate more effectively with her team members and stakeholders.
- She wants to reduce her stress levels and improve her overall work-life balance.
- Jane is a data-driven decision-maker.
- She is always looking for new and innovative ways to improve her work.
- She is willing to invest in tools and resources that will help her to be more successful.
How to reach her:
- Jane is most likely to be reached through online channels, such as email, social media, and webinars.
- She is also likely to be interested in attending industry events and conferences.
- When reaching out to Jane, it is important to emphasize the benefits of your project management software and how it can help her to achieve her goals.
As we can see, having a detailed buyer persona can help us understand the target audience’s goals, paint points, and behavior, so we can plan a marketing strategy, messaging, and promotional materials that are more likely to this specific audience. In turn, this can increase the IT business’s chances of converting the target audience into actual customers.
Now that we’ve got a foundation on how to define our target audience, below we will explore different lead generation tactics and channels we can use to generate leads from this audience.
The Most Effective Lead Generation Tactics and Channels
Content marketing here does not refer to a specific channel. Rather, every marketing channel in the lead generation strategy will require content. This is why having a comprehensive content marketing strategy plays a crucial role in lead generation for IT and technology companies.
The basic idea behind content creation for lead generation is that by creating and publishing relevant and valuable content, we can:
- Attract our target audience to visit our website, social media profile, or other platforms
- Engage and build relationships with this target audience
- Establish your brand’s credibility and reputation as a thought leader in your niche
Customers won’t buy from or even submit their contact information to brands they can’t trust. This is why building trust and credibility for your brand as an industry authority is very important when it comes to capturing leads.
Below are the best practices to plan and execute an effective lead generation strategy for lead generation:
- Make sure your content strategy aligns with business goals
Define clear goals for your content marketing efforts. Obviously, your main goal here is to generate leads, but also consider other potential objectives like building awareness, establishing thought leadership, or maximizing retention of existing customers, among others.
Make sure your content strategy is properly aligned with your overall business goals so your efforts can contribute in a purposeful way,.
- Focus on providing value
A very common mistake in content marketing is to focus solely on using the content to promote the product/service.
Yet, hard selling can be counterproductive in content marketing as it may push your target audience away.
Instead, content marketing should be about publishing high-quality and relevant content that provides value to your target audience: answer their questions, give information they need, provide actionable tips and insights, and so on.
Foster thought leadership by positioning your company as the expert in your niche and actively sharing your expertise.
- Optimize content for search engines
No matter how good your content is, it won’t bring value to your business if no one knows about it.
Promoting your content is very important, and one of the best ways to do so is to improve your content’s visibility in search engine results. By ranking higher on relevant search queries, you can attract organic traffic to consume your content.
Later in the next section, we’ll discuss more about SEO as a lead generation tactic.
- Personalize and segment your content
To deliver maximum value and relevance with your content, personalization is key. Tailor each piece of your content to specific segments of your target audience. You can segment your audience based on various criteria, such as job roles, demographics data, interests, pain points, etc. The more personalized your content is, the more likely you can drive engagement.
Also, leverage various marketing automation tools (i.e., social media scheduler, email automation) to deliver the personalized content to the right people at the right time.
- Stay updated with industry trends
As we know, the IT and technology industry is constantly evolving with new advancements ad shifts in customer behaiors.
It’s critical to always stay informed about the latest innovations, trends, and potential challenges in your niche.
You can reflect on these trends by developing content that addresses new trends and innovations, as well as offers insights into the future of your industry/niche.
- Promote your content on other channels
Besides SEO, it’s critical to also promote your content via social media, email marketing, and other channels so you can get more people to consume the content. For example, promote your blog posts on social media, then encourage social sharing and engagement to amplify your content’s reach.
Another effective channel to consider is influencer marketing, which is an especially great way to reach a targeted audience. Partner with the right influencers that have a large following in your target market so you can quickly and effectively reach this audience.
How to Optimize Content for Lead Capture
Assuming you’ve already got a working content strategy and have captured enough traffic via content, now what?
How can you capture this traffic into leads using content?
Here are a few effective ideas you can try:
1. Lead magnet
Lead magnet is essentially offering something valuable for free in exchange for their contact information.
The offer—the lead magnet—can come in various forms, such as:
- eBooks: you can write and offer an eBook covering topics that are relevant to you your industry or your specific product/service
- Whitepapers: a more formal type of textual content, providing an in-depth, typically data-driven information on a particular topic. A good form of content to offer if you want to establish your position as the thought leader/expert in your niche.
- Templates: you can offer a template related to your niche or product. For example, if you are selling accounting software, you can share a free balance sheet template.
- Checklists: create a checklist that outlines the steps your audience need to take to achieve a desired goal related to your product or service.
- In-depth guides: you can, for example, share a guide that outlines the process of using your IT product so they can make the most of it. Or, you can publish a guide that educates your audience how to do something related to your product/service.
- Discounts: pretty self-explanatory, you can simply offer a discount to attract potential customers and capture their contact information.
- Free trials: a popular form of lead magnet for many technology companies selling software. Especially a good option if your software is a new product people may not be familiar with, or if the price is relatively expensive.
- Free consultations: for specific type of IT/technology products or services, you can offer free consultations for topics related to what you offer. Especially useful if your product or service is complex or expensive.
It’s important to choose a lead magnet that aligns with your business goals, and caters to your target audience’s preferences. Your lead magnet should be related to what you offer, and should help you achieve your business goals.
- Contests or giveaways
For certain types of IT/technology products or services, running a contest or giveaway can be an effective way to capture leads. Simply require people to provide their contact information to enter the content.
However, make sure your contest/giveaway is related to the technology product or service you offers so you don’t attract people that are only interested on the free stuff they’ll get from the contest, but rather qualified leads.
- Quiz or survey
You can share interactive quizzes or surveys for fun topics related to your business, and use them to collect lead information.
Besides templates, you can also offer tools related to your product as lead magnets. For example, you can offer a BMI calculator tool if you are selling an fitness-related technology solution.
Regardless of what lead capture tactics you are using, you can integrate the lead capture tactic with your content by including a call-to-action (CTA) link or button. Make sure your CTA is prominent and compelling, and link it to conversion-focused forms or landing pages.
Above, we have briefly discussed the importance of SEO for improving your website and content’s visibility, attracting more organic traffic, and converting visitors into leads.
Here are the steps o how to use SEO for lead generation:
Step 1: Identify your target keywords
The first thing you should do is to decide what keywords your SEO efforts are going to target by doing keyword research.
So, how do you define what keywords you should target? In general, you’ll need to pay attention to three things:
- Popularity: the basic idea is to find keywords your target audience is likely to search for. This is mainly done by measuring the search volume for these keywords.
- Relevance: not all keywords that are popular with your target audience will be relevant to your business. Make sure to choose keywords that align with your business goals and are related to the product/service you are selling.
- Competition: depending on your available time and resources, decide whether the competition for the keyword is manageable. The more popular a keyword is, the more competitive it will be. You can use various SEO tools to measure keyword difficulty.
Step 2: Plan your optimization strategy
SEO, at its core, is about optimizing your website and your content with two main objectives:
- Ensuring your website is as user-friendly as possible for its intended audience: optimal navigation, well-structured, mobile-friendly, fast loading speed, and so on.
- Making sure the search engine crawler bot can properly crawl and index your website and understand all elements of your website properly.
We should plan our SEO strategy according to these objectives, which will typically cover the following areas:
- Based on the keyword research results, optimizing existing content and creating new high-quality content for these target keywords
- Optimizing your website for mobile
- Optimizing the website’s speed and technical performance
- Building backlinks and citations to your website
- Ensuring the website can be indexed and crawled properly
Step 3: Optimizing website structure and navigation
Based on your optimization plan, start optimizing your website’s navigation and structure while considering the two objectives above.
Make sure your website has a clear and logical hierarchy by organizing your content into categories and subcategories.
Use descriptive URLs, for example:
Rather than URLs like:
Step 4: Optimizing content elements
Also called “on-page content optimization,” here our focus is to optimize the following areas:
- Title tag: include your target keyword in your title, preferably up front. However, don’t overdo it, and keep your title natural and informative
- Meta description: when your website appears on the search engine results pages (SERPs), the Meta description will appear as a snippet just below your clickable title tag. They will play a very significant part in convincing potential visitors to visit your website. Include your target keywords naturally, but focus on making your Meta description informative and compelling.
- Content body: developing high-quality and relevant content is a must. Make sure your content is informative and addresses the needs and interests of your target audience. Use your keywords naturally and sparingly, but focus on providing value for your target audience.
- Non-text content: optimize images, videos, and other non-text content by using image alt text. Include your target keyword in the alt text/alt tag when you can, but the alt text should be informative for both the search engine crawlers and users with visual impairment. Compress images and videos to improve website speed.
- Readability: make sure your content is optimized for readability and well-structured with headers (H1, H2, H3,..,) bullet points, and internal links.
Step 5: Technical optimization
The next step is to optimize the technical aspect of your website, again for both the search engine bots and the human audience.
There are many different technical elements we can optimize on a website, and you can refer to this technical SEO checklist for a complete guide. However, the most important elements to optimize are:
- Site speed: use Google’s PageSpeed Insights tool to evaluate your site’s speed performance and optimize accordingly by compressing images/videos, minifying your codes, and using a content delivery network (CDN,) among others.
- Mobile-friendliness: make sure your website is 100% mobile-friendly by using a responsive design. Make sure every element of your website is readable and clickable on smaller screens.
- HTTPS: using an SSL certificate and HTTPS is now an important ranking factor and will also help to protect your users’ data.
- Structured data markup: implement schema.org markup on different elements of your content to ensure easier and more accurate indexation. This will also make your website eligible for rich results.
- Canonical URLs: use canonical tags when there are different URL variations for your web page to avoid duplicated content issues.
Step 6: Off-page SEO
Off-page SEO refers to any SEO efforts made outside your website, mainly to improve authority.
- Building high-quality backlinks:
- Identify relevant websites and influencers as potential backlink sources. Outreach to them and aim to build fruitful, lasting relationships.
- Develop a link-building strategy to obtain natural, high-quality, and relevant backlinks that add value to your website
- Seek guest blogging/posting opportunities. You can link back to your website from a published guest post
- Leverate broken link building
- Submit your business listing and your website’s URL to relevant online directories and listing
- Ensure consistent and accurate information, especially NAP (Name, Address, Phone Number) across all these directories and listings
- Optimize your listings with relevant keywords, but focus on providing complete and compelling descriptions
- Establish a strong social media presence:
- Create and maintain optimized and active profiles on relevant social media platforms
- Actively and regularly share your content and engage with your audience
- Encourage sharing to amplify your content’s reach
- Actively participate in relevant industry discussions and communities
- Maintain a positive online reputation:
- Regularly monitor your online reputation (tracking mentions of your brand, monitoring Google Trends, monitoring social media conversations, etc.)
- Respond quickly and in a professional manner to any negative reviews or feedback
- Encourage existing customers to leave (positive) reviews, testimonials, success stories, and case studies
- Influencer marketing:
- Identify relevant influencers, experts, and thought leaders in your niche and aim to build relationships with them so they can help promote your content and your brand
- Seek collaboration opportunities, endorsements, mentions, and product reviews from influencers
- Content promotion:
- Share your content on various platforms: social media, industry-specific forums, communities, etc.
- Leverage content syndication to improve your content’s exposure and amplify its reach
- Reach out to relevant websites, publications, and media for collaboration opportunities (i.e., being featured on podcasts, guest posting, etc.)
- Participate in online/offline events to showcase your expertise and build relationships with potential customers or partners
Treat off-page SEO as a long-term game. Continuously monitor your results and fine-tune your efforts. Use analytics tools to monitor backlinks, social media engagement, referral traffic, and other relevant metrics, and adjust your strategy accordingly based on data-driven insights.
Step 7: Monitor, analyze, and fine-tune
Use SEO analytics and website analytics tools to monitor your website’s performance and track key SEO metrics, such as:
- Search ranking: the position of your website in the SERPs (Search Engine Result Pages) for your target keywords. Your site’s ranking should climb gradually along with the execution of your SEO efforts.
- Organic traffic: the number of visitors to your website that comes by clicking on the search result pointing to your page. The number of organic traffic should also increase along with search ranking.
- Conversions: the number of visitors who take a desired action (purchase your product, sign up for an email newsletter, download a demo, etc.) High conversions and conversion rates are key indicators of the success of your SEO efforts.
- Bounce rate: the percentage of visitors who leave your website after viewing only one page. A high bounce rate indicates that your visitors don’t find your website relevant.
- Session duration: the average time visitors spend on your website. Long session duration is a strong indication that visitors are finding your website relevant and valuable.
- Pages per session: the average number of pages that visitors view on your website during a single session
Analyze this data to find opportunities for improvement and fine-tune your SEO efforts accordingly. Also, stay updated with industry changes and search algorithm changes, so you can adapt your strategy and maintain a competitive edge.
3. PPC (Pay-Per-Click) Advertising
Pay-Per-Click (PPC) advertising is a type of online advertising displayed at the top of the SERPs above the organic search results. The name PPC comes from its payment model, where the advertiser (the IT/technology company) pays a fee only when someone clicks on their ad.
PPC advertising can be a great channel to support content marketing and SEO and effectively generate leads.
While content marketing and SEO are both highly effective, both also need time to gain results. It can take months before you get significant organic traffic as the fruit of your SEO efforts, which can be a major issue.
On the other hand, PPC advertising can generate results much quicker, but it can be very expensive when not managed properly.
So, think about PPC vs. SEO as the case of cost vs. time. You’d want to find the sweet spot between the two channels to ensure a cost-effective lead-generation initiative.
Here are some tips for creating a cost-effective PPC campaign for your IT or technology company:
- Targeting is key to ensuring cost-effectiveness. Leverage your keyword research results so you can target the most valuable keywords.
- Optimize your ad copy so that it is clear, concise, and persuasive. Your ad copy should also be relevant to your target keywords.
- Optimize your ad’s targeting using negative keywords—words or phrases that you don’t want your ad to be displayed on. For example, you may want to use negative keywords like “cheap” or “bad.”
- Keep track of your results, analyze your performance, and adjust your ad. Utilize A/B testing to fine-tune different elements of your ad.
- Use remarketing to target those who have visited your website but haven’t converted yet. Remarketing can be a very powerful way to improve your ad’s cost-efficiency.
4. Social Media Marketing
With virtually everyone being active on social media at the moment, it would only make sense to promote your IT/technology product or service on relevant social media platforms.
The question is, how should you do it amidst the competition?
First, we have to understand that a winning social media marketing strategy should consider three different aspects:
- Organic social media marketing: creating and posting valuable/relevant content on your social profiles to attract and engage more followers. By growing your social media followers, you can build brand awareness and generate leads.
- Paid social media marketing: using various paid advertising options offered by the social platforms to reach a wider (targeted) audience and attract more leads quickly. As with PPC advertising, the issue here is how to manage costs.
- Influencer marketing: partnering with influencers or social media personalities that can help promote your content, product, or service. Can be a more cost-effective way than paid social media advertising to generate leads.
Successful social media marketing is about finding the sweet spot in using these three different types of social media marketing to ensure cost-efficient lead generation, and here are some tips on how:
- The most important thing in using social media marketing to generate leads (whether paid, organic, or utilizing influencers) is to create valuable and engaging content. Provide value to your audience so they’ll want to learn more about you and your business.
- Running contests and giveaways are always effective for generating awareness and excitement around your brand, which can help you generate more leads.
- Know and understand your target audience, and use the social platform’s targeting features when using paid social media advertising options. Effective targeting is key to ensuring cost-effectiveness.
- Target the right social media platforms. Not all of them may be relevant to your business, and the idea is to choose social platforms where your target audience is the most active in.
- Optimize your social media profiles. Make sure they are complete, well-crafted with professional language, and aligned with your brand’s identity. Include a clear call-to-action to direct visitors to your lead generation channels.
- Actively engage with your audience on social platforms, including and especially when there are any complaints or negative reviews.
- Use social media listening tools to monitor conversations related to your brand or your industry/niche. Doing so can help you identify potential leads and gather valuable insights for lead nurturing and future content creation.
- Regularly analyze your social media performance by keeping track of key metrics like click-through rates, engagement, and conversion rates. Optimize your efforts accordingly.
5. Webinars and Events
Hosting (or even participating in) webinars and events is another great method to generate more leads by showcasing your expertise in your niche.
Here are some tips on how to leverage webinars and events for lead generation:
- When hosting your webinars or events, the most important thing is to select topics that align with your target audience’s interests and pain points. Provide value, solutions, or at least entertainment.
- Don’t forget to promote your webinars using the other channels (blog, social media, email marketing, etc.) Create compelling landing pages with actionable CTAs to encourage more sign-ups and generate leads in the process. Simply require participants to provide their contact information to capture leads.
- Make sure your events and webinars are delivered professionally. Prepare visually appealing slides, make sure to have well-crafted content, etc.
- Regularly attend industry events and conferences to meet potential customers and partners. You can use these opportunities to network with people who are interested in your brand, product, or service.
- When attending events, be prepared with well-designed business cards or leverage digital contact-sharing methods. Also, always be prepared to answer questions about your product or service. Have brochures and other marketing materials ready as needed.
- Follow up and aim to build long-term relationships. Engage with your acquired network through social media, email, or relevant communities. Offer support, share valuable content, and aim to help them whenever you can.
Throughout this guide, we have explored a range of the most effective lead generation channels available for IT and technology companies: from content marketing to SEO to social media marketing, among others.
It’s important to remember that no lead generation strategy is guaranteed to work for every brand. Embrace trial and error, and test different strategies to see which channels or tactics produce the best results for your business.
Lead generation is not a one-time activity but rather a long-term, ongoing process. It’s important to continuously test, optimize, and adapt your strategies. Stay agile and continuously fine-tune your lead generation approach to stay ahead of the competition.