Digital marketing
An IT company has one particular challenge: the technical buyer persona has different expectations from the management. Let us go through how to market in a way that converts both.
In brief
- LinkedIn is the IT industry’s number one channel for B2B leads.
- Content marketing is the most productive over the long term.
- A realistic budget: €3,000–15,000/month.
- Google Ads works for targeted demand.
- Understanding the user team is what makes the advertising credible.
The best channels
Content marketing
Technical content for developers, strategic content for management. Separate paths.
Google Ads
Targeted search: “software development company”, “IT consulting”.
Podcast and YouTube
Long-form content builds authority better than anything else.
Two buyers on the same deal
The developer evaluates the technology: does it work, does it integrate, is the documentation any good. Vague marketing language loses them immediately.
Management evaluates the business case: what it costs, what it saves, what the risk is. Technical detail loses them just as fast.
The solution is separate content for each, meeting on the same landing page at the point of the enquiry.
Frequently asked questions
How long is a B2B IT sales cycle?
3–9 months for small business customers, 6–24 months for enterprise.
Does Google Ads make sense in IT?
Yes, but click prices are high (€5–15). Target only commercial search terms.
How much budget for an IT company?
€3,000–15,000/month. For a SaaS company a large share of revenue goes on customer acquisition in the early years.
Worth a look too
Read these related articles and service pages too:
External sources:
Let us look at your situation together
Book a free 30-minute assessment. We work out what is worth doing for an IT company in your case.
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