In the hyper-competitive software development industry, marketing is no longer just an afterthought - it is a key driver of sales and revenue growth. Yet many companies still rely on outdated tactics or take a spray-and-pray approach without a cohesive strategy.

The most successful players invest heavily in targeted B2B marketing across both digital and traditional channels. They intimately understand their ideal customers, create tailored content that speaks directly to their needs, and build awareness and trust through a diversified mix of initiatives.

But marketing today is extremely nuanced. It requires creativity, persistence and flawless execution. Gone are the days of blasting generic emails, exhibiting at every tradeshow or blindly buying ads.

In this comprehensive guide, we will map out the essential elements of an integrated B2B marketing strategy for software development firms aiming to attract more leads and accelerate growth in 2023 and beyond.

We will cover how to:

  • Thoroughly profile your target customers and segment them into actionable buyer personas
  • Run orchestrated account-based marketing campaigns that engage high-value accounts
  • Establish thought leadership with authentic, educational content that addresses customer pain points
  • Organically rank higher in search engines by optimizing for keywords prospects are searching for
  • Acquire leads on-demand through targeted pay-per-click advertising
  • Nurture new and existing leads via hyper-personalized, multi-touch email journeys
  • Expand your reach and visibility through an active presence on key social media platforms
  • Generate buzz and leads through industry events, tradeshows and speaking opportunities
  • Earn credibility-boosting media coverage and reviews through PR outreach
  • Turn happy customers into brand advocates with referrals and testimonials
  • Equip sales teams to convert marketing leads through first-class enablement

With the right strategies and seamless execution, your software business can dominate its niche and consistently funnel new leads into the business. Let's examine each lever in this marketing machine.

Know Your Target Audience

Create detailed buyer personas based on market research and customer interviews
Map out your total addressable market and ideal customer profile
Identify the roles, pain points and priorities for each persona

The first step is to clearly define your ideal customer profile (ICP). Ask yourself:

  • What is the size of the companies you work with? SMBs, mid-market, enterprise?
  • What industries do they operate in?
  • What business challenges are you helping them solve?
  • What are their pain points?
  • Who are the decision makers?

Having a detailed understanding of your ICPs will allow you to craft targeted messaging and choose appropriate marketing channels to reach them. Buyer personas are invaluable here.

Account-Based Marketing

Research your existing clients and lookalikes to identify high-value target accounts
Create personalized campaigns and tailored content for named accounts
Use intent data and account-based ad platforms to identify and engage key contacts
Target Account IdentificationUse firmographic data to identify high-value accounts in your ideal customer profile
Personalized OutreachSend customized emails, ads, and messaging to key contacts at each target account
Tailored ContentCreate content like whitepapers, webinars, and case studies specific to their needs
Site PersonalizationShow certain pages or offers to accounts when they visit your site
Events & GiftingInvite target accounts to events, send relevant gifts like books or company swag
Multi-Channel OrchestrationCoordinate messaging across channels like email, ads, social media for consistent nurturing

Account-based marketing (ABM) is a must for B2B software companies today. With ABM, you strategically focus your marketing efforts on targeted high-value accounts rather than spreading yourself thin across a broad audience.

To implement ABM, start by identifying your total addressable market and ideal customer profiles. Then, select the high-potential target accounts you want to pursue. Your outreach to these accounts can be highly customized including:

  • Personalized emails
  • Tailored advertising
  • Content specific to their needs
  • Industry-specific solutions

Tools like demandbase, 6sense, and terracycle can help you execute orchestrated ABM campaigns across channels.

Thought Leadership Content

Audit your website and content - identify gaps aligned to buyer interests
Develop a content calendar with blogs, guides, videos that address user pain points
Promote new assets through multiple channels - email, social, ads

B2B buyers consume a lot of educational content during their research process. Developing strong thought leadership can position your company as a trusted authority.

You can create content like:

  • Blog posts and guides
  • Whitepapers and ebooks
  • Webinars and podcasts
  • Videos

The content should focus on addressing common pain points and questions for your target audience. Avoid overly promotional content.

Distribute your content across your website, social channels, ads, email nurturing campaigns, trade publications, influencer marketing and paid distribution channels.

Content Type Best Channels
Blog Posts Website, Social Media
Ebooks, Guides Landing Pages, Lead Ads
Webinars Email, Social Promotion
Videos YouTube, Social Media
This strategy of "educate, don't sell" helps attract and nurture new leads over time.

Search Engine Optimization

Conduct keyword research using tools like Ahrefs, SEMRush, Google Keyword Planner
Optimize on-page elements, page speed, technical SEO factors
Build high-quality backlinks through content, outreach and partnerships

Leveraging SEO is imperative for software companies relying on inbound leads. Start with keyword research to identify terms your customers are searching for and optimize your website and content around those topics.

On-page optimization, quality backlinks and local SEO can help you rank higher and get found online. Make sure your website is mobile-friendly, loads fast, is secure (HTTPS) and is optimized for conversions.

Use Google Search Console and Analytics to track your organic traffic and fine-tune your approach. SEO takes time but pays long-term dividends.

Pay-Per-Click Advertising

Setup Google Ads and Microsoft Ads accounts, leverage available credits
Create tightly targeted campaigns for your products, services and content
Continuously analyze performance data and optimize for conversions

PPC ads allow you to get in front of your target audience instantly when they are searching for solutions online. Platforms like Google Ads and Microsoft Advertising are perfect for targeted B2B lead generation.

You can run highly segmented campaigns with:

  • Industry-specific ad copy and landing pages
  • Laser targeted keywords
  • Advanced location, job role and company targeting

Add remarketing campaigns to engage users who have previously visited your website. A/B test different ad variations.

PPC complements your organic efforts nicely, delivering targeted traffic when you need it. It also helps expand brand awareness.

Email Marketing

Segment your subscriber list based on buyer stage, interests, activity
Set up lead nurturing flows to engage new contacts
Test different types of email content - educational, promotional, etc.

Email is still an incredibly effective channel for B2B marketers. Use it to nurture prospects, drive repeat traffic to your content, educate customers, and stay top of mind.

  • Send new lead nurturing content after signups
  • Promote new content, offers, and webinars
  • Share company news and updates
  • Send educational content to prospects during research process
  • Cross-sell and upsell existing customers

Personalized, segmented emails generally perform best. Test different email copy, content types (text vs HTML) and frequency.

Adding push notifications can also keep you front of mind on mobile. Email is versatile and drives results when done right.

Social Media Presence

Audit your existing social media presence - where do you have gaps?
Develop an editorial calendar for your best-performing channels
Leverage ads to promote content and offers to targeted audiences

In B2B, social media is more about brand-building than hard conversions. But it still plays an important role in establishing thought leadership.

Actively post educational and industry insights on channels like LinkedIn, Twitter, Facebook and Instagram. Join relevant groups and discussions.

You can also run LinkedIn lead generation ads to promote content offers. Encourage employees to share content and engage on social media.

A strong social presence improves brand awareness, credibility and search rankings over time.

Tradeshow & Event Marketing

Identify your ideal industry events, conferences and tradeshows
Research speaking and sponsorship opportunities six months ahead of time
Prepare eye-catching collateral - brochures, giveaways - for the event

Industry trade shows are hugely important events to network, promote your brand, generate leads and close deals.

Maximize your presence by:

  • Having an eye-catching booth
  • Running contests, giveaways and activities
  • Sending pre-show invites to customers
  • Equipping sales reps with lead scanners
  • Securing speaking opportunities
  • Promoting event participation in ads and emails

Many events also went virtual during the pandemic, offering digital sponsorship and lead gen opportunities through their platforms.

PR Outreach & Content Amplification

Build lists of relevant media contacts and influencers in your industry
Brainstorm announcements, data studies or stories that would interest each outlet
Hire PR software to streamline sending personalized pitches at scale

Earned media placements in industry publications, local news and tech review sites greatly boost brand visibility and trust. But you have to proactively pitch your content and announcements.

  • Identify press outlets and journalists covering your niche
  • Prepare press releases for product launches, company news, data announcements, etc.
  • Pitch reporters regularly with unique stories and article ideas
  • Repurpose evergreen content for different audiences
  • Promote media coverage through other channels

This strategic PR effort can make your company a recognized name in your market. Services like Buzzstream, MuckRack and PR Newswire can streamline media outreach.

Reviews & Testimonials

Add review collection forms on your website and links in email outreach
Offer incentives to customers for submitting video testimonials
Respond professionally to all reviews - positive AND negative

Positive reviews, testimonials and case studies can give you huge credibility with prospects. Proactively collect them and publish on your website, product pages, blog and sales collateral.

Video and written testimonials that highlight specific problems solved are most powerful. Name-drop recognizable customers where possible.

Reviews on sites like G2 Crowd, Capterra and Glassdoor also lend authenticity. Monitoring and responding to reviews cultivates your brand reputation over time.

Retargeting Ads

Retargeting and remarketing ads help you re-engage visitors who previously came to your website. They remind prospects about your brand as they visit other sites.

You can create tailored remarketing ads and offers within Google/Microsoft Ads, Facebook, LinkedIn, Quora and more. Sequential messaging is important here.

Retargeting helps nurture visitors and turn cold leads into warm ones. It improves conversion rates from your existing traffic.

Referral Marketing

Referrals convert 30% better than other leads. So ask satisfied customers for introductions and referrals to people in their network.

Make it easy by creating a referral page with pre-written messages, links and assets to share. Offering discounts, credits or swag for referrals encourages participation.

You can even create formalized referral partnership programs to generate word-of-mouth at scale. This converts your happy customers into brand advocates.

Listings & Directories

Search for industry directories and claim or update your listings
Optimize your profiles with keywords, photos, contact info and calls-to-action

Optimizing your company profiles on listings and directories improves local SEO and brand exposure.

Key platforms include Google My Business, Apple Maps, Facebook Business Page, Yelp, Yellow Pages, LinkedIn Page, and industry-specific directories.

Completing and verifying these listings helps get you found both online and offline. Don't neglect traditional directories in local papers and chambers of commerce too.

Dedicated Lead Generation Website

Analyze your website analytics to identify content performing well
Talk to your sales team about common prospect objections and pain points
Create dedicated landing pages, gated offers, assessments and tools around these topics

A dedicated lead gen site separate from your main corporate website can help attract and capture new prospects. These are focused landing pages with gated content, quizzes, calculators, assessments, interactive tools and more.

For example, HubSpot created their Website Grader as a viral lead gen tool. The key is creating something interesting and useful that your audience will want to share and interact with.

You can promote your lead gen site through paid ads, organic content and social campaigns. Then nurture these leads into MQLs and SQLs.

Invest In Sales Enablement

Document your ideal customer profile and target markets for the sales team
Create visually engaging one pagers, presentations for them to use
Provide training on positioning against competitors and overcoming objections

Marketing brings in leads, but your sales team has to be able to convert them. Invest in sales enablement to improve results:

  • Provide clear ICPs to keep them focused
  • Produce targeted sales collateral, one pagers, presentations
  • Arm them with relevant case studies, testimonials and thought leadership content
  • Offer sales training and coaching on positioning, objections, closing, etc.
  • Give them proper sales tech stack including CRM, email tracking, LinkedIn sales navigator, and other tools

The more you empower sales, the higher their productivity and conversions will be. Marketing and sales alignment is critical for growth.

Measure Results & Continuously Experiment

Set up analytics and attribution tracking across all campaigns and channels
Determine key performance metrics relevant to each channel
Hold quarterly reviews of results and continuously optimize based on learnings

Like any business process, you must measure marketing performance rigorously. Track KPIs across every channel and campaign, including:

  • Lead volume, cost per lead, lead quality
  • Website traffic, conversions, funnel metrics
  • Rankings and organic growth
  • Social engagement and followers
  • Email metrics like open rates, CTRs
  • Ad and paid channel ROI

Use analytics platforms like Google Analytics, Google Tag Manager, Google Data Studio.

Always be testing - experiment with new channels, ad formats, landing pages, email content types. This data-driven approach lets you double down on what works.


Increasing visibility and generating demand is critical for software development firms looking to acquire new customers and grow revenue. By implementing a diverse mix of smart inbound and outbound B2B marketing tactics, companies can build a solid pipeline and expand brand awareness in their target markets.

The strategies covered in this guide, including content marketing, SEO, events, PR, advertising and sales enablement will serve as a blueprint for success. Adopting a targeted, metrics-driven approach is key - and being nimble and adaptable as you identify winning strategies for your unique business.


Q: What should our marketing budget be as a percentage of revenue?

A: There is no universal rule, but most B2B software companies allocate between 5-15% of revenue toward marketing activities. To arrive at an appropriate budget, calculate your customer acquisition cost (CAC) and lifetime value (LTV) to determine the level of spend that will provide a sufficient return on ad spend. Typically companies invest more heavily in marketing during launch phases or rapid growth periods. Continuously optimize spend across channels to double down on what delivers the highest ROI.

Q: How many leads do we need per month to hit our revenue goals?

A: To determine the required lead volume, first take your total annual revenue target and divide it by your average deal size to arrive at the number of customers needed. Then factor in your sales team's expected close rate to estimate the number of leads required to generate the customer count for hitting revenue goals. For example, if you need 50 customers per year, have an average deal size of $25k, and expect a 10% sales close rate, you would need 500 leads per month. Build out your lead nurturing workflows and assign SDRs as needed to help hit these lead targets.

Q: What marketing channels work best for the software industry?

A: Content marketing, search engine optimization, targeted pay-per-click advertising, email nurturing, events/tradeshows, and PR have proven to be high-ROI channels for B2B software. Have a multi-channel strategy combining the best inbound tactics like content and SEO with selective outbound tactics like events, ads, and PR. Use marketing attribution modeling to determine which channels and campaigns are delivering your highest quantity and quality of leads.

Q: How do we create compelling content for software buyers?

A: Focus your content efforts on creating truly educational, informational pieces like ebooks, guides, and in-depth blog posts that directly address the common pain points and questions for your ideal buyers. For example, an ebook titled "The Complete Guide to Software Testing Methodologies" or a blog post "10 Ways to Reduce Software Development Costs". Interview existing customers to identify the content they would find most helpful. Align content to each stage of the buyer's journey - from awareness to consideration to decision.

Q: What are the most important metrics and KPIs to track for our B2B marketing?

A: Key performance indicators to closely monitor include volume of leads generated, cost per lead, sales velocity, win rate per campaign, customer lifetime value, website traffic and conversions, organic rankings, social engagement, email open and clickthrough rates, return on ad spend, and more. Maintain marketing dashboards in tools like Google Analytics and Data Studio tracking all KPIs for regular review and optimization.

Q: Should we outsource any marketing activities or keep everything in-house?

A: Depending on your team's bandwidth, consider outsourcing certain activities like content creation, design work, PR outreach, tradeshow management, and tactical lead generation campaigns. But core marketing strategy, platform ownership, and campaign analytics should stay in-house where possible. If using agencies, clearly communicate your processes, requirements, and expectations upfront.

Q: How can marketing demonstrate our value and contribution to the C-suite?

A: Put together reporting showcasing marketing's direct revenue impact - leads and sales generated, pipeline created, new ARR influenced. Present key adoption metrics, web traffic and analytics, SEO rankings. Highlight specific campaign successes, awards won, customer testimonials earned. Provide competitive benchmarking data. Earning a strategic seat at the table starts with data-driven credibility.

Q: What skills should we look for when hiring marketers to our team?

A: Strong analytics and data skills are a must in today's digital marketing landscape. Experience successfully executing integrated, multi-channel marketing programs is key. Excellence in creative writing and communications will set candidates apart. Relevant technical abilities like CRM, web platforms, and paid advertising campaign management are bonuses. A results-driven mindset is critical.

Q: How can we create messaging and positioning that really resonates with our target customers?

A: Truly understand your customers' deepest pain points through market research, win/loss analysis and customer interviews. Craft messaging focused on the outcomes you enable vs features. Use the language and terminology your buyers use. Test different value propositions and positioning through surveys, interviews and split testing. Leverage customer proof points and social proof in your messaging wherever possible.

Q: What mistakes should we avoid with our website to maximize conversions?

A: Avoid having too many navigation and link options, weak calls-to-action, low-value content that doesn't engage, broken links causing 404 errors, slow page load times, and a poor mobile site experience. Not optimizing content for your target keywords will also limit organic traffic. Finally, not integrating analytics limits your ability to identify optimization opportunities.