The technology sector is growing fast – improving and simplifying human life at a rapid pace. Advancements in fields such as AI, cloud computing, cybersecurity, and the Internet of Things have fueled this growth.

While this is great news for technology companies looking to grow, it also means there’s a lot of competition. So… how can you stand out and generate leads? How can you engage with prospects who have developed a nonchalant immunity to tech sales jargon?

First things first:

Lead generation for technology companies: how does it work?

Casting a wide net and hoping you catch something decent isn’t going to cut it in the world of quality lead gen. For tech companies, several factors can complicate the lead gen process. For example, niche audiences, complex services, and high competition.

Success comes from finding the right bait to catch those whopper clients – the ones with a high lifetime value.

So… how do you figure out what the perfect bait is?

Be clear on lead gen goals

Before looking at any sort of lead gen tactics, you need to be crystal clear on your lead gen goals. These should align with your overall business objectives. Your sales and marketing teams should be on the same page and in agreement on what leads you’re looking to generate.

The more specific your goals are, the easier it will be to create a lead-generation strategy.

Account-based marketing (ABM)

This strategy is well-suited to B2B tech companies, which tend to deal with complex sales cycles where a smaller number of high-value accounts can have a significant impact on revenue.

Think of ABM as the ‘VIP treatment’. Get to know your target accounts, make them feel understood and valued, and then guide them toward becoming your biggest supporters.

Personalized content is crucial to cut through competitor noise and connect with leads. Decision-making processes often involve multiple stakeholders, so ensure you do your homework before turning on your ABM charm.

Education, experience, evidence

Tech-savvy audiences want in-depth information, hands-on experiences, and hard evidence showing how your solution addresses their specific challenges and goals. They’re looking to make an informed decision – and to do this, they need the relevant details.

Long-term relationship building

This is key in the tech sector. The exchange of services tends to be a long-term partnership rather than a buy-and-goodbye transaction. (More on this later.)

Channel your inner chameleon

Technology changes fast, which means your lead generation strategy needs to remain agile enough to adapt when new technology is released, or your customers’ needs change.

So that’s the broader stuff covered, but what tangible tactics can tech companies use to generate quality leads that are likely to convert?

8 tactics to generate leads for tech companies

1. Cover the right topics
Security, reliability, and scalability are crucial topics in the world of tech. Ensure your lead gen content provides assurances that your product or service can deliver on these. Be detailed, honest, and value-driven, and make sure you tailor information to your audience’s technical understanding and needs.

And don’t forget to use data to drill down deeper into your target customers’ needs, preferences, and pain points. For example, a B2B SaaS company and a B2C IT company will be expected to provide reassurance around security but will have different agendas based on their business goals, offerings, and audience preferences. A data-driven content marketing approach will ensure your lead gen content is relevant and resonates.

2. Offer free trials/demos

A free trial/demo in exchange for contact information will get the conversation started. Tech-minded customers often prefer a try-before-you-buy approach before making any long-term decisions – so it’s beneficial for both parties.

This lead-generation tactic is also an opportunity to let your customer support shine. Give them space to explore, but check in to see how they’re getting on and if you can help with any questions along the way. Build that relationship during the trial.

3. Analyze intent data

Intent data refers to actions users take (either on your website or elsewhere on the internet) that indicate they’re ready to buy. It’s much easier to approach those who have already shown an interest in your offering.

You can access intent data through specialized platforms or services that track online behavior, website visits, keyword searches, and content engagement related to your industry. Partnering with data providers or using analytics tools uncovers valuable insights into potential customers’ interests and intentions, aiding in more targeted lead-generation efforts.

4. Use interactive content to explain complex topics

Is it hard to summarize your software in one snappy elevator pitch? A picture speaks a thousand words – so imagine what an explainer video or interactive guide can do.

Please don’t condemn your content to a PDF – Pretty Dull Format. Interactive case studies, whitepapers, webinars, and video tutorials are a great way to present detailed content, in a digestible, engaging way. (We can help with this.) Want to ace long-form lead gen content to lift engagement? Check out our comprehensive guide:

Click to read The practical guide to long-form lead generation

5. Offer gated and ungated content

Yes, you want to capture lead contact information through your lead magnets, but this needs to go hand-in-hand with offering free-to-access knowledge. Ungated content can be just as successful in generating leads. It establishes your business as a thought leader and builds trust – two crucial considerations in the conversion process.

And let’s not forget best practice SEO – if you gate all your valuable content, Google isn’t going to be able to find and rank it. Get a healthy mix on the menu.

6. Build interactive landing pages

Don’t fall at the last conversion hurdle!

Developing website pages for interactivity can be time-consuming and costly. This is where Turtl comes in. Embedding an interactive Turtl Doc on your website is quick, easy, and migraine-free. Sign up for a free trial, watch a demo video, vote in an industry poll… it’s all there.

Turtl takes the pressure off this final stage – helping you send leads to a place you’re proud of, and also a place that’s designed to convert. It’s the only psychology-led digital reading format that’s proven to deliver 10x more engagement. (Yep, we’re blowing that trumpet).

Strategicabm builds interactive newsletters in Turtl, which act as lead gen assets on its website.

7. Host webinars

Webinars are an easy way to gather and qualify new leads. They can:

Capture lead data from sign-ups
Demonstrate how complex solutions work
Demonstrate knowledge and expertize
Introduce your customer success manager/team
Offer real-time engagement opportunities during live recordings
Be easily produced (tools such as GoToWebinar and Zoom also provide performance reports)
Become tutorials on your website (which you can gate if you wish!)

Top tip: Don’t be shy in asking for more information if the webinar you’re providing is valuable. By adding more form fields, you’re making it easier to get higher-qualified leads.

8. Use chatbots to answer questions and qualify leads

Chatbots are one of the most resourceful and cost-effective B2B lead generation tactics because it’s all automation. Everyone has to sleep… but not a chatbot. A well-trained bot will help website visitors with their questions day or night by sharing resources and FAQs. It can also capture lead data, so you can get in touch directly when you’re back online.

Spend time training your chatbot. Poorly populated ones can do more harm than good. Ensure it’s as helpful as possible to strike while leads are hot.

Lead generation for SaaS companies: top tips

SaaS companies often have a more nuanced approach to lead generation than other types of tech businesses. To attract and convert leads, they promote the unique characteristics of their subscription-based services and emphasize user experience, education, and accessibility. Here are examples of their specialized tactics:

Freemium models

Offer a basic version of your software for free. This allows users to experience the product’s value before committing, leading to higher conversion rates.

Free trial periods

Alternatively, you can offer time-limited trials that allow prospects to interact directly with your software, experiencing its functionality and benefits first-hand. This approach can significantly influence purchasing decisions. If you already offer a freemium model, consider free trials of your full software suite to encourage upgrades.

Content marketing

Provide valuable, informational resources such as blogs, webinars, and tutorials. This not only educates potential customers about industry challenges but showcases your software’s capabilities as a solution.

Social media and paid advertising

Engage your audience on social platforms where software discussions thrive, such as LinkedIn, Facebook, and industry-specific forums. Use targeted paid advertising including Google PPC to reach potential leads. Data will help steer which platforms you focus on.

Optimize your landing pages for key SaaS terms

Create dedicated landing pages that are optimized for technical keywords and long-tail phrases relevant to your software. Answer specific search terms as quickly as possible within your content

We recommend you follow our advice for using lead-generation forms that capture higher-quality leads

Email marketing campaigns

Targeted email campaigns with valuable content and offers work wonders for lead nurturing and encouraging conversions. CRMs can automate personalized emails based on user actions or stages in the funnel. (Great to implement during the various stages of a free trial!)

Referrals and testimonials

Encourage satisfied customers to provide testimonials or refer your software to others. Positive reviews, trust badges, and word-of-mouth are powerful lead generators.

Promote your support, as well as your solution

Position yourself as a technology partner to businesses rather than a provider. It will build trust by highlighting your commitment to customer support. Those looking to implement your solutions into their business will value ongoing support as much as the solution itself.

Partnerships and collaborations

Collaborate with complementary software providers or industry influencers to expand your reach and credibility within the software market.

The backend for data and the analytics have been huge for us. To be able to track different users, downloads, reads, and views gives us insight into our audience and our potential clients which has been hugely beneficial to our sales team.

JeeYoung Wenglikowski

Senior Global Marketing Manager, KellyOCG

Turtl takeaway

As well as the above tactics, consider:

Picking up the phone. Cut through the digital noise by speaking to your most valuable prospects directly. Don’t forget to follow up with relevant information such as case studies and reports to boost the chances of booking another call!
Lead generation for tech companies isn’t a walk in the park but focusing on the high lifetime value leads will make every step matter.
Use customer data at every content touchpoint to build a thorough understanding of your audience so you can meet your lead-generation goals.

JeeYoung Wenglikowski

Senior Global Marketing Manager, KellyOCG

As a graphic designer and Adobe disciple I had reservations about using Turtl to replace the usual method of producing PDF’s for online use, thinking it would be too ‘design restrictive’ due to its simplicity. A few Docs later, I was converted! For over a year, it’s been my lead tool for creating fast interactive content which enables us to fully engage with our target audience.

Mark Russell

Graphic Designer, ManpowerGroup

The insights that Turtl generates is key to helping us create engaging, relevant, interesting content which can be shared with readers over a prolonged period of time.

Liam McGrory

Marketing Director, Willis Towers Watson

Through Turtl we can easily identify new revenue opportunities and leads which are then passed to our sales team. This provides tangible ROI and clear visibility over what impact content is having on the bottom line.

Hannah Dennett

Communications Manager, Mind

The continual development of the platform is massive. We’re continually seeing new things, new developments - even down to new widgets and how to use them. So, there’s an allowance for us to ask for developments within the platform and to see those things on the roadmap.