Digital Marketing strategies

Before the era of high-speed Internet, acquiring software used to be a difficult and time-consuming process for businesses and individuals alike. Just think for a moment. You had to purchase floppy disks (or CDs) and install the program on every device that needed to use it. Now, it’s a completely different story. These days, software is one click away, and new applications can be accessed through a web browser with little to no effort. 

Software-as-a-service (SaaS) is not only one of the most admired but also one of the most adopted business models. We’re not saying that you should go into competition with the likes of Microsoft or Google. You need piles of cash to be able to compete with such tech giants. You can make an excellent living as a SaaS entrepreneur, offering smaller niche products. 

The paths to startup success are many and varied. If you’d like to drive your business forward and see a significant return on the investment, create a brand that reflects who you are. It doesn’t matter if you’re launching your first digital product or trying to expand internationally, having a strong marketing plan is of the essence. In this article, we’ll take a close look at the five most effective B2B tech marketing strategies you can use this year. 

In the fast-paced and ever-evolving world of B2B tech marketing, staying ahead of the competition is essential for success. As we enter 2023, businesses must adapt to the latest trends and leverage innovative strategies to reach and engage their target audience. In this article, we will explore effective B2B tech marketing strategies that can help organizations maximize their marketing efforts and achieve remarkable results in the digital era.

1. Embrace Personalized Account-Based Marketing (ABM)

Account-Based Marketing continues to be a powerful strategy for B2B tech marketers. In 2023, personalization will play a pivotal role in driving engagement and building meaningful relationships with key accounts. By leveraging customer data, AI-driven technologies, and predictive analytics, marketers can create highly personalized experiences tailored to the specific needs and pain points of their target accounts. This approach enhances the effectiveness of marketing campaigns, improves lead quality, and nurtures long-term customer loyalty.

2. Leverage Influencer Marketing

Influencer marketing is no longer limited to consumer-facing industries. B2B tech companies can effectively leverage industry experts and thought leaders to amplify their brand message, increase credibility, and reach a wider audience. Partnering with influential figures within the tech space can help generate buzz, establish trust, and position your brand as a thought leader. Collaborate with influencers to create engaging content, participate in webinars, and host industry events to boost your brand’s visibility and gain access to new business opportunities.

3. Harness the Power of Video Marketing

Video marketing continues to dominate the digital landscape and offers a highly engaging medium for B2B tech marketers. In 2023, incorporating video content into your marketing strategy is crucial. Create compelling product demos, explainer videos, customer testimonials, and thought leadership interviews to captivate your audience and showcase your expertise. Embrace live streaming platforms and webinars to interact with potential customers in real-time, fostering a sense of community and building trust in your brand.

4. Prioritize Customer Experience and Relationship Building

Customer experience (CX) remains a top priority for B2B tech marketers in 2023. Investing in a seamless and personalized customer journey is essential for nurturing leads and driving conversions. Implement AI-powered chatbots and virtual assistants to provide instant support and address customer queries promptly. Leverage marketing automation tools to deliver tailored content, nurture leads, and build strong relationships with your prospects. Incorporate customer feedback loops to continually refine your marketing strategies and improve customer satisfaction.

5. Embrace Emerging Technologies

As we move further into the digital era, B2B tech marketers must stay at the forefront of emerging technologies. Explore the potential of artificial intelligence, machine learning, augmented reality, and virtual reality to create immersive experiences and innovative marketing campaigns. Leverage data analytics to gain valuable insights into customer behavior and preferences, allowing for targeted marketing initiatives. Experiment with chatbots, voice search optimization, and personalized recommendations to provide a seamless and personalized user experience.

6. Invest in Thought Leadership and Content Marketing

Establishing your brand as a thought leader in the B2B tech industry is crucial for building trust and credibility. Invest in creating high-quality content that educates and engages your target audience. Develop a robust content marketing strategy that includes blog posts, whitepapers, case studies, and industry reports. Focus on providing valuable insights, addressing pain points, and positioning your brand as an industry authority. Distribute your content through various channels, including social media platforms, industry forums, and email newsletters, to reach a wider audience.

7. Create content with one eye on the customer and the other on ROI

More content is being created and distributed than ever before. B2B tech startups actively take advantage of content marketing to develop brand affinity and, most importantly, drive leads and sales by appealing to other businesses. They can satisfy customers’ curiosity and address the main pain points. The most popular distribution channels through which content can be shared and promoted are: 

  • Website articles
  • eNewsletters
  • Blogs 
  • In-person events
  • Social Media

If we take a close look at the Content Marketing Institute’s 2021 report, we can see that roughly 21% of content marketers don’t have a sound strategy in place. They have something in mind but the idea isn’t written down or it’s not shared with the team. The best action plan doesn’t come out of thin air, just so you know. 

Develop content with the user in mind. B2B buyers want input from industry thought leaders, so share your unique perspective, experiences, and educate rather than sell. Perhaps there’s nothing more important than thought leadership when it comes to forging a future for your organization. Look at the ROI from the entire perspective; don’t take into consideration individual pieces. The return on the investment focuses on the actual money and time spent on creating and promoting the content. 

8. Offer free tools and education 

If you haven’t been living under a rock, you’re surely familiar with HubSpot. It’s an American developer and marketer of software products for inbound marketing, sales, and customer service. HubSpot makes available free tools and training courses for all kinds of professionals. This may not seem as much, but these efforts strongly support the tech company’s marketing strategies. The products sell themselves, bringing about an immense value to the firm’s target audience, who doesn’t have to spend a dime. 

Step up to the plate to help out your fellow entrepreneurs and reward them with free products and educational tools. This will entice them to visit you and spend more. Try to offer something they have to redeem in a way that promotes further spending. Yet again, HubSpot offers the best example from the business world. Their certifications, which are free of charge, have significantly increased in popularity among professionals who like to display them on LinkedIn, contributing to the spread of brand awareness. 

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9. Leverage social media to your advantage

As far as b2b tech marketing for startups is concerned, it’s a good idea to take advantage of social media as part of your integrated strategy. A good rule of thumb is to post content on social media channels a few times each week for the best results. However, an  evaluation is important when reviewing the core social channels like Twitter, Facebook, or Instagram. In some cases, it’s not practical to post on all channels so always do your due diligence in the form of a Social Media Audit each year. Start by hiring a good Social Media Strategist. They can review competitors and propose a good Social Media plan for your business. This includes automating scheduled posts to be pushed into the digital ecosystem. 

Most qualified Social Media Strategists know that to increase engagement in any social media you have to post regularly, most times with the help of scheduling tools. Scheduling tools enable you to automate, analyze, better control, and dive deeper into your social media accounts, so you can focus on creating great content. With the help of social media scheduling tools you’ll get up to 50% more engagement. Tools such as Hootsuite, Buffer and Hypefury can help creating posts and Twitter threads with ease. One of these tools, Hypefury, even has an Evergreen feature that automatically RT’s best tweets to get extra engagement, as well as other engagement-boosting features.

If you want to make your software stand out in this crowded market, add tutorials and videos into your Marketing plan. People will get a basic understanding of your digital product and become comfortable with it. Modern customers want to see your software in action. Undoubtedly, video is the best addition to your promotion toolbox. Studies have discovered that the understanding of information can reach up to 95% with the introduction of images. Don’t hesitate to ask satisfied customers to leave reviews. Facebook business pages, for instance, let users leave reviews.    

10. Include more visuals 

To produce better product marketing materials for B2B customers, include lots and lots of visuals. It’s easier to sell technology-based products when you have pretty pictures. Besides videos, you can use photos, graphics, apps, memes, and so on to communicate complex ideas. If you want to become a well-known leader in your industry, start with data-driven visuals. Sales pitches with graphs and charts are more successful because they demonstrate that your offering can significantly improve the buyer’s life.  

The clarity gained from the aforementioned visuals will set your digital product apart from the competition. Technical topics become more fun and engaging. Because of this, customers come back to you time and time again. Just so you know, more than 90% of information is processed visually. This translates into the fact that it’s important for your business to create engaging visual content for the target audience. 

11. Transform complicated tech into simple marketing messages 

Salesforce, which has been dominating the tech space for a long time, has made tremendous efforts to streamline its marketing messages so that the brand identity remains clear. You should follow in their footsteps. To be more precise, transform complicated tech into simple marketing messages. If people don’t understand your software, they won’t buy it. To spark a connection with the target audience, rephrase your brand messaging so that it has a personal impact. 

It’s important to show real examples of how your software can be deployed by various businesses. Imagine the ideal scenario when using your product or service. Summarize everything in a couple of words and use the simplest terminology possible. It’s not recommended to use fancy language. Salesforce’s value proposition has changed over the years. It’s living proof that change is constant in marketing.  


In 2023, B2B tech marketers must adapt their strategies to the rapidly changing digital landscape.