“A dream without a plan is just a wish.”
– Katherine Paterson
The global Software as a Service (SaaS) market reached $197B in 2023 and is expected to top $232B in 2024. (Statista). It’s an industry with almost unlimited opportunity, but it’s also highly competitive and grows more so every year. In 2012, the average technology/SaaS startup faced three competitors in its market segment. By the end of 2017, that number had increased to nine. A cutting-edge product or service may once have been enough to guarantee success, but no longer. Today’s tech companies must drive product adoption and accelerate demand while continuously fostering innovation and advancement.
Netline says, “Tech companies are actively seeking solutions to drive product adoption, accelerate demand, and foster innovation and advancement. Their aim, however, is not only to enhance efficiency and scalability, but also to stay ahead of the curve in addressing the ever-evolving needs of their customers in a landscape that changes just as rapidly.” Strategically partnering with a B2B technology marketing agency that truly understands the sector’s unique challenges and opportunities has emerged as the best way to guarantee success.
Even as they actively seek solutions to these challenges, leaders must also constantly innovate to meet rapidly changing customer demands. The experts at Deloitte point to economic uncertainty, workplace issues, and a competitive marketplace stand as ongoing concerns for technology executives. Their report recommends a shift in focus to B2B solutions such as AI and RPA to promote cost reduction, efficiency improvement, and revenue growth.
Deloitte suggests that leaders ask themselves and their teams, “How might our tech innovations improve efficiency; enable new products, services, and business models; or revolutionize experiences in other industries? How can we ensure adoption at scale?” We recommend one more: “How will we let companies know that we are the solution to their pain?” This is where an expert B2B technology marketing agency steps in to help. There’s a lot at stake and making the right choice can be a daunting task. You’ve got to know what to look for.
6 Characteristics to Demand in a B2B Technology Marketing Agency
The choice of a B2B marketing partner is a pivotal decision that will impact the growth and success of your technology company. It will determine how effectively your product or service connects with your target audience and competes in a tight market. Here are six essential characteristics to look for in a marketing agency to ensure that your collaboration will produce the desired outcomes on schedule, along with questions to ask before signing on.
1. Specialization in Technology Marketing
Avoid generalists and bandwagoners. The first characteristic to demand is a long, deep specialization in technology marketing. It’s crucial that the agency you partner should be focused on marketing within the technology sector, and should have established that focus well before the pandemic, when many pivoted.
This narrow but deep expertise ensures that everyone on your marketing team is up to speed on industry trends. It also increases the likelihood that your growth partners are working with profound understanding of B2B technology or B2B SaaS sales cycle. More importantly, these experts know how to speak the industry language, allowing them to craft content that resonates deeply with your target audience, effectively communicate the value of your technology solutions, and align messages with the specific needs and pain points of your potential customers.
Questions to Ask:
- Do you focus exclusively on providing services to technology companies?
- When did your focus on technology begin?
- How does your specialization ensure that you provide a higher quality of service to your clients than a more generalist agency can offer?
2. Creative Thinking
The dynamic nature of the tech industry requires a marketing partner who can guide you through uncertainty with innovative strategies. Any agency you’re considering should clearly demonstrate that it can swiftly pivot in response to changes in the market as well as performance metrics. Seek out a creative B2B technology marketing agency capable of creating marketing efforts that will remain effective and relevant regardless of emerging technologies or shifts in consumer preferences. Make sure you’re talking to a professional team that knows how to craft and implement campaigns that align with your current goals while also possessing the flexibility to adapt to evolving objectives over time.
Questions to Ask:
- What kinds of content do you think would work best for my company and why?
- How would you characterize my brand’s voice and how will you ensure that content aligns with it?
- Can you tell me about a time when you had to pivot quickly and successfully executed an unanticipated change?
3. Experience
A specialized B2B technology marketing agency knows from experience which channels and types of messaging resonate with your audience—and which do not. They should be able to reference past successes with ease, providing insight into what they’ve learned from previous client engagements. Look for client testimonials or detailed case studies, which often showcase this experience, and ask for data that quantifies campaign results.
This kind of storytelling serves as evidence, demonstrating the agency’s ability to deliver and providing a glimpse into their strategic thinking and problem-solving skills. A history of both enjoying success and learning from mistakes indicates that the agency has honed its approach to technology marketing, making it a reliable partner that can support your business objectives.
Questions to Ask:
- What kinds of specialists will be working on my account?
- What results have you achieved for other companies?
- Can you tell me about a time when you did not meet objectives, and what you learned from that experience?
4. Focus on Acquisition
In an industry where 85% of tech leaders prioritize acquiring new customers over retaining existing ones, flexibility is key. Seek out an agency that can effectively attract customers at every point of the buyer’s journey from awareness through consideration and decision, tailoring approaches to meet the diverse needs of potential customers. This adaptability ensures that marketing efforts are always aligned with your goal of expanding your customer base. By implementing a broad spectrum of tactics—from targeted content marketing for tech companies that educates and informs, to strategic use of social media, PPC campaigns, and personalized email marketing—an adaptable agency will gradually build trust and position your brand as the preferred solution.
Questions to Ask:
- How do you differentiate marketing tactics for top, middle, and bottom of funnel customers?
- What marketing channels do you believe would produce the best results for my company?
- How would you leverage content to generate leads for my company?
5. Metric-mindedness
A top-tier B2B technology marketing agency places a premium on data, paying attention to B2B performance marketing and B2B SaaS marketing analytics, identifying the right metrics that will measure success, and establishing relevant benchmarks for comparison. They should track conventional metrics like lead generation and conversion rates while also delving into more nuanced indicators such as customer engagement, lifetime value, and the effectiveness of different channels. By prioritizing a data-driven approach, expert marketers ensure that the success of every marketing effort is quantified, allowing for informed decision-making and strategic adjustments that optimize performance and maximize ROI.
Questions to Ask:
- What metrics would you measure for my campaigns?
- How often do you monitor metrics and what tools do you use?
- What benchmarks do you use to determine the success of your efforts?
6. Accessibility
Successful B2B marketing for technology companies requires open lines of communication and transparency in reporting between you and your partner agency. You should expect frequent meetings and comprehensible reports that clearly outline the ROI of marketing activities, making it easy to grasp the value being delivered. Additionally, the agency should maintain flexible work-hour availability, remaining accessible for check-ins and prompt in responding to any questions or concerns. This level of accessibility not only fosters a strong, collaborative partnership but also ensures that clients remain informed and engaged with the marketing process, enabling a more responsive and adaptable marketing strategy.
Questions to Ask:
- How often can I expect to hear from you?
- How often can I expect a report on the progress of your efforts? What will that report look like?
- What is your team’s typical availability to answer questions?
Discover a B2B Technology Marketing Agency That Checks All the Boxes
With more than a decade of success behind us and a team that shares more than a century of B2B technology/SaaS marketing experience, Bay Leaf Digital knows how to create and implement successful marketing strategies for technology companies. Every day, we build brand awareness and generate leads with content marketing, SEO, Pay-Per-Click (PPC), and more for tech businesses in any vertical and of every size from pre-PMF to enterprise.
Are you ready to partner with a B2B technology marketing agency that can help you thrive in the crowded technology industry? Contact us and let’s get started today.
