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Enterprise technology and software companies have to approach marketing from different angles than your typical marketing departments. It is constantly evolving, and we need to be certain that we’re utilizing tactics that generate results. The market is overly saturated for attention, with everyone pushing to get attention to their own companies. Here, we have four great ways to better market your tech company.

How to Market a Tech Company


  1. Original video content
    Video marketing has become the go-to strategy for tech companies. Video opens up so many different options for tech companies, allowing you to easily explain your products and services, host webinars, instructional videos and even provide training for employees. With video, you can use the “show, don’t tell” approach to communicating who you are to your audience. Engagement is key here, so focus on making your videos entertaining and educational. Everyone loves a good story, and what better way to describe your product than to show your customers journey from fixing their problem with your solution.
  1. Develop high-value content
    When we talk about “high-value content”, it’s about telling the overall story of your company. Whether you are writing blogs, newsletters or other pieces of content, you are telling your story and the story of your product. Take the time to tell better, more interesting stories than your competitors. There is a reason that your company exists, a reason why your product is in your particular industry. The purpose of high-value content is to deliver value to your audience. If there isn’t anything to be gained from what your creating, your audience won’t be as likely to convert to the next stage, whether that’s a download or a purchase. Also, when you give something of value to your audience, they begin to trust and view you as an expert. This creates a positive brand impression, which will greatly increase the likelihood of a conversion.
  1. Email marketing
    An email marketing campaign is a great way to connect your audience to your product. Build up a base of subscribers and create an email campaign that frequently sends out tips, blogs, recent news in your industry and educational material. This will align your email strategy with your content marketing practices, keeping your emails from sounding like a sales push. Additionally, you could also set your campaign to drip information as frequently as you’d like. These campaigns can be list specific so that you know the right audiences are getting the right materials.
  1. Interactivity
    Technology markets have an interesting opportunity to implement interactive tools to measure audience engagement. This can be calculators, infographics, quizzes, assessments or product tours to gauge what your audience is looking for and how easily they can be converted to buyers. These tools can lend to deeper, more intentional engagement as well as higher quality lead generation. Interactive technologies are representative of the future of B2B enterprise technology marketing.
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Mellissah Smith

Mellissah Smith is a marketing expert with more than 20 years experience. Having founded and built two successful marketing companies internationally, she is well recognized as a industry thought leader and innovator. Mellissah started her career working with technology and professional services firms, primarily in marketing, public relations and investor relations, positioning a number of successful companies to list on the various Stock Exchanges around the world. She is a writer, technology developer and entrepreneur who shares her thoughts and experiences through blogs and written articles published in various media outlets. Brag sheet: #2 marketer to follow on Twitter (2003), Top 150 Marketers to Follow (2015), Top 10 innovative marketers (2014), 60K+ followers on Twitter with 97% authentic.

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