Lead Generation for Technology Companies: Tactics, Strategies, and examples

Learning how to master lead generation for technology companies can be a complex task. The technology industry is growing at an incredible pace, and more organizations are joining the landscape on a regular basis, creating exceptional levels of competition.

What’s more, the definition of “technology” is constantly evolving, with new branches offering endless opportunities to explore, from software to tech hardware, and beyond.

In this complex and agile environment, it’s crucial for tech brands to ensure they have the right lead generation tactics in place.

Lead Generation for Technology Companies: What is It?

Lead generation is the art and science of attracting prospects to your business and increasing their chances of conversion through various marketing and sales tactics. A “lead” for technology companies is anyone who shows interest in the product or service you offer, often by signing up for your free demo, or sharing their contact details.

While various lead generation technologies have emerged over the years to assist companies in ensuring more sales, there’s no one-size-fits-all strategy in the lead gen world. Some brands find they generate the most sales when they offer free demonstrations of their software, while others get the best results by investing in content marketing and thought leadership campaigns.

Lead Generation Strategies for Technology Companies

Technology companies can invest in various B2C and B2B lead generation tactics to increase their revenue potential. Some brands even choose to work with lead generation agencies on specialist strategies to increase sales.

Some of the most powerful ways to invest in lead generation for technology companies include:

1. Building landing pages

Landing pages are one of the most powerful lead generation tools, as they allow you to share valuable information about all of your product or service’s benefits in a concise, easy-to-follow format. A landing page needs to be well-designed and optimized to not only attract the right leads, but convince them to take the next step in their purchasing journey (giving you their contact details).

Asana’s landing page focuses on highlighting the benefits of the company straight away with the phrase “Move Work Forward”.

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The page also improves the chances of users converting by putting a form field at the very top of the page, so customers don’t have to scroll far to take the next step in their purchasing journey. As you scroll down the page, you see testimonials from other happy customers, giving the company credibility.

Make sure your landing pages:

  • Only have a single CTA or primary focus
  • Convey benefits immediately
  • Make it easy to for customers to convert
  • Are branded to suit your company’s image
  • Include social proof

2. Try webinars

One of the best lead generation strategies for technology companies is to demonstrate thought leadership, with educational and immersive content. Webinars are a great way to explain the benefits of your product or service to your customers in a way that captures their attention, and showcases your unique knowledge of the industry.

A high-quality webinar can build trust, and it also convinces your audience to give you their contact details so they can sign-up for the learning experience.

IBM is an excellent example of a technology company that regularly hosts webinars to generate deeper connections with their target audience.

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Remember, for your webinars need to be successful, they need to be more than just a sales pitch. You also need to provide genuine value in the form of educational content. Try to answer the questions your customers have about your industry, or deliver some useful advice.

3. Use free trials

Technology can be difficult to understand at a glance, particularly if your company is offering something new and innovative. A free trial is an excellent opportunity for your customers to see what you can offer for themselves.

Free trials are an excellent tool for technology companies trying to get into the lead gen world, because they give your customers a taste of what you can offer. Once your clients fall in love with your product or service during the free trial, they’ll be more likely to sign up for a long-term subscription or big purchase.

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Even market leaders like Microsoft Teams give companies the option to try their software free for a month. By the time the free trial is over, most companies have become so used to using Microsoft Teams every day, they can’t imagine living without it.

4. Work with influencers

Working with influencers can be a great tool for lead generation for technology companies. One of the biggest challenges any new business has is convincing customers their product or service is reliable and trustworthy. Working with influencers is a great way to give your product a “seal of approval” from a reputable market leader.

The great thing about working with influencers in your lead generation strategies today, is you don’t necessarily need a huge celebrity to make your brand more trustworthy. You can work with a wide range of micro influencers too.

For instance, Razer works with a wide range of well-known streamers and professionals from the gaming world to make their hardware more appealing to similar gamers.

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5. Use referral programs

Few things are more likely to convert your customers than a solid recommendation from someone they already trust. Referral programs are how technology companies can leverage their existing happy customers to seek out new clients.

With a referral program, you reward existing clients every time they send a new potential customer your way. This helps your brand to grow through word of mouth marketing, while improving your relationship with long-term clients.

Adobe creative cloud, for instance, has a specific page for referrals, where customers and referred friends can both get an Amazon gift card when someone is referred to Adobe.

Referral programs are one of the quickest and most convenient ways to give your business a bump, without having to spend a fortune on complex lead generation technologies.

Lead Generation for Technology Companies: Useful Tips

The most important thing to remember when investing in lead generation strategies for your technology company, is there’s no one-size-fits-all strategy. The best thing you can do is experiment with solutions based on your knowledge of your target audience. Here are some quick tips to get you started:

  • Use competitor analysis to learn more about what other companies in your industry are doing to generate new leads, and see what tactics you can replicate.
  • Measure the results from each of your lead generation campaigns carefully, to ensure you’re investing in the solutions with the highest ROI.
  • Develop user personas to help guide your lead generation strategies, the more you know about your target audience, the more successful your campaigns are likely to be.

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