Building an innovative product is an accomplishment—but it’s not enough. In a crowded tech landscape, even great tools struggle for visibility. This post outlines what actually works when it comes to marketing for tech companies: positioning, content, paid targeting, nurturing, and data. It includes a real example (Segment) and practical takeaways you can apply to any product or service.
Why isn’t great tech getting noticed?
Many companies fix a real problem, only to realize no one’s finding them. That’s usually not a product issue—it’s a marketing issue. The real fix? Strategy. If you’re not clear on what you do, who it’s for, and why it matters, even the most innovative tool won’t gain traction.
Start by tightening your positioning. Cut the jargon. Lead with pain. Use buyer language. This blueprint becomes the foundation for your website, paid campaigns, outreach, and content.
What kind of content actually converts tech buyers?
Not fluff. Tech buyers—especially engineers and decision-makers—want practical, pain-solving content. That includes:
- Blog posts that reflect search intent
- FAQ-style pages
- Industry comparisons
- Use case walkthroughs
One company that nailed this was Segment. Instead of promoting features, they zeroed in on a specific frustration: installing multiple analytics SDKs. Their SEO, docs, and content made it easy for devs to see the value—before ever booking a demo.
What does a complete strategy actually include?
Marketing for tech requires a full-funnel plan. The best strategies combine:
- Positioning that cuts through noise
- Paid ads segmented by role or stage
- Nurturing systems (emails, retargeting, social drip)
- Metrics that track cost-per-SQL, not just CPC
And crucially: they don’t go silent mid-funnel. Leads need 6–10 touchpoints before converting. Strategy keeps those touchpoints consistent, useful, and aligned to buying intent.
Final thought: Tech companies that win don’t just build great products—they build demand, intentionally. And that demand is built around the buyer’s questions, not the product’s features.
Read the full version on the MarketingVerse blog.
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