14 Best Tips on Lead Generation for Technology Companies

Tip #2: Do Market Research

If you want to know what your strengths are, you must do market research. You most likely already have: but keep going!

The tech and software industries develop all the time, so you need to be agile and stay up-to-date about what is happening in the market. You want to always be thinking about how you can help your ideal customer better than others, and inform your customers about that.

Tip #3: Plan A Content Strategy

Building trust with your existing and potential customers through content marketing that creates value is one of the most important lead generation strategies for you as a tech company. It brings organic traffic to your website and increases your opportunity to find new customers.

In order to get the most out of your content, you should create a content strategy that supports your business goals. It takes into consideration your brand story, your target audience, the marketing channels, and the types of content you want to publish.

It is a good idea to utilize multiple channels in your content marketing since not all your customers will be in the same place consuming your content.

Content marketing is a long-term strategy, so don’t be frustrated when you don’t see results immediately.

Tip #4: Buy Lead Generation Services

A tech or software company that is looking for simple lead generation solutions can turn to lead generation companies that specialize in lead identification, appointment setting, and selling contact details of prospective leads.

If you feel like you want to focus strictly on sales and developing your product, using the services of a lead generation company might be a good solution for you.

See for example this list of best lead generation companies that you can buy your leads from. This way your sales team can focus on their core activities.

Tip #5: Build the Best Landing Page

Your website is probably the most important part of the lead generation efforts. Most customers check an interesting brand’s web page before making a purchase or any other decision. It is almost a standard part of a buyer’s journey.

There are many things you can do on your landing page that help your business generate leads. Here are some examples:

• Lead generation forms 
• Lead generation pop-ups
• Social proof pop-ups
• Chatbots
• Surveys
• Quizzes

Make frequent A/B tests on your landing pages in order to optimize your conversion rate and better the customer experience. This will help you in the long run, and you will be surprised how small changes can make a huge difference!

Tips #6: Search Engine Optimization

In order to gain organic traffic and more website visitors, you must be search engine friendly. This way you can capture potential customers who are actively searching for solutions for a problem that you could solve.

Some SEO lead generation tactics include e.g. targeting keywords, including alt text for images, using internal links to your own website, and focusing on the user experience so that you can lower your bounce rate and make the search engines love your website.

Tip #7: Leverage Social Media

Social media, especially LinkedIn, has many opportunities for lead generation of technology companies.

On social media, you can for example

1. Find leads

2. Execute ad campaigns

3. Share testimonials and reviews

4. Start discussions about your key subject matter

5. Contact influencers

6. Interact with customers and nurture leads

7. Share content

The top 5 social media platforms for B2B marketing are LinkedIn, Twitter, Facebook, Youtube and Instagram.

A rising star is TikTok. Even though it has not reached the top 5, it is growing fast and already reaches over 1 billion users monthly.

Tip #8: Cooperate with Influencers

In the tech industry, there are certain gurus that people listen to. There are so many different gadgets and products circling around that consumers and businesses can’t keep up on their own, and a review from a trusted influencer can make a big difference.

Influencer marketing is especially popular in the B2C business, but B2B lead generation efforts can benefit from it. When a respected thought leader shares their insight about your product or service, you can bet that large audiences will get interested in your brand.

Tip #9: Organize Webinars or Host Podcasts

As a specialist in your field, your business can offer valuable insights for potential customers in webinars and podcasts. Launching a podcast is easy, and you don’t need to invest in pricey equipment to produce quality content.

When you organize webinars, you usually need to collect the participants’ contact information in order to send them webinar links: and here you have leads who are interested in the topic that you will be talking about!

Promoting a podcast and finding participants for your webinar is a different form of art in itself. If you manage to convince people about the importance of your topic and formulate the invitation so that they feel like they can learn something relevant, you should be doing well.

Webinars and podcasts are all about becoming a thought leader in your industry. If you don’t have the resources to host your own events, you can try to get some practice by offering yourself as a guest to a great webinar in your field.

Tip #10: Email Marketing Campaigns

After you have organized a webinar or acquired email addresses with some other lead generation strategy, keep nurturing the existing leads with email marketing campaigns.

In the emails, you can promote your value proposition, advertise upcoming events and share recent content.

Not all your marketing-qualified leads who follow your newsletters will eventually buy from you, but some might! When you have established a specialist status in your lead’s eyes through consistent valuable content with data-driven personalization, they can turn to you when the right moment or surprising need comes up.

Tip #11: Collect and Showcase Social Proof

Social proof refers to the psychological phenomenon that makes people act and think like their peers. Social proof can be utilized in the form of e.g. reviews and testimonials.

Social proof often works better than advertisements, as people are more likely to trust genuine endorsements from happy current customers than the word of the company itself.

Video testimonials are an especially effective way to appeal to the emotions of the prospects and tell the stories of satisfied customers.

Another powerful way to leverage social proof is referral marketing: your current customers spread word-of-mouth about your product or service to their friends and family, which generates more customers for your business.

Remember to be consistent with social proof!

Tip #12: Offer Free Trials or Freemiums

What would be a better way to convince your leads about the benefits of your product than to let them try it out? Either provide them a full access for a limited time or forever free access to a limited part.

After the prospects have experienced the test drives with your product, they might enjoy it so much that they want to make a purchase. 

Don’t hesitate to contact the high-quality leads after the free trials or after they’ve got results with the freemium to offer a free demo or meeting where you explain the product and its benefits further.

Freemium vs. Free trial

A free trial gives your customer full access to your software for a limited period. It’s meant to prove the value of your product during that time frame.

Freemium is a customer acquisition model where users get unlimited free access to a specific part of the software you’re offering. They’ll be able to experience some value but will lack the whole experience.

Tip #13: Conduct Surveys

Surveys can provide valuable information about your leads and their pain points. Asking about their opinions regarding your key competencies can be a great way to gain trust and learn more about your target audience.

You can ask for example: 

• What kind of problems are you having with X?
• What aspects of your daily tasks are causing you the most stress?
• Is there anything in your routines that prevent you from being productive?
• Etc 

When you do this, you can

1. Learn more about your ideal customers
2. Improve your sales process
3. Collect contact information
4. Prepare better solutions for your customers

Tip #14: Collect and Analyze Intent Data

After you have executed various different campaigns and tracked their success, you will have accumulated data about each lead generation strategy: how they worked, how many leads were converted, what was the ROI of the strategy in question, et cetera. 

Now you can start applying everything you have learned about your converting customers on your future lead generation campaign.

Intent data helps you predict your leads’ behavior and purchase intentions and identify potential customers, which helps you convert leads more effectively.