IT companies
Marketing for IT companies
A software buyer spends most of the decision without you. They read, ask colleagues and compare, and only reach a conversation once they have decided who to check. Our work is to make the website answer on your behalf, so that both the technical person and the one who signs get what they need.
Until it is clear which sign-ups and demo requests turn into paying customers, the advertising waits. The same website is read by clients and by job candidates. If the two paths are not separated, candidates distort the numbers and the advertising starts chasing them.
Where the choice stops before it reaches a conversation
The site promises, but does not explain
The technical reader wants to know how it works, what it integrates with and where the data sits. When they find only general words, they open the next site and do not come back.
The trial starts, but nobody carries it through
Sign-ups grow, payments do not. Without a first useful result in the early days, the trial is forgotten while the team reports success.
Demo requests eat your engineers' time
People arrive who are not your customers, because the page never says who the product is for and who it is not for.
Fear of being wrong outweighs the benefit
The person proposing a supplier risks more than the person approving one. Certifications, familiar names and clear answers about security take that risk away.
Clients and candidates are counted together
Candidates read more pages and stay longer. The system decides these are good visitors, and the advertising sets off after them.
What changes in the work with a technology product
For IT companies, a trial or a demo usually sits between the first visit and the payment. That is why how we work measures this stage separately.
Goal
We clarify what you count as a new client: a paid subscription, a project contract or new monthly revenue. That tells us which requests and sign-ups are worth increasing at all.
Check
We check whether it is visible which trial account later paid, whether demo requests are recorded, and whether the candidates path is separated from the client one.
Channels
Search catches the specific problem and the comparisons between products. Advertising reaches the technical roles. Professional networks serve as a check, because that is where people look at who is behind the product.
Report
The report starts from new paying clients, not from sign-ups. It shows the cost per request and what share of trials reach payment. We stop a campaign that brings sign-ups without payment.
The services that matter for IT companies
Three different businesses under one name
An IT company may sell a product, a service or people, and sometimes all three. Each of those has a different buyer and a different timescale, so we separate them in the structure of the site.
What they share is that the decision is largely made without you, through reviews, conversations with colleagues and reading documentation. So the site has to survive being read with no salesperson present, rather than waiting for an enquiry before it explains anything.
- A product with self-serve sign-up: One person decides, for themselves or their team, often in minutes. A clear explanation of what the product does and how quickly the first result appears is what wins.
- A product for a whole team or company: Security, legal questions and budget now appear. Here the decision stalls with people who will never write to you, they simply decline.
- Project development: The buyer is a technical lead with a plan and a deadline. They want to see similar projects, the team and how the work runs before they take the risk.
- Dedicated teams and long-term cooperation: It passes through checks, contracts and audits, so it takes months. Stability, keeping your people and surviving an audit carry the weight.
- Finding specific specialists: Decided in days, and speed wins. The website's job is to show the company is real and that people stay in it.
- Job candidates: They read the site too, which is fine, but their path has to be separate so it does not spoil the data about clients.
Sectors with a similar way of deciding
The decision takes time
What sectors have in common when the choice is discussed by several people.
B2B companies
When you sell to businesses and the deal is closed through a sales team.