B2B Software & Technology Lead Generation
Pipeline-first performance marketing for software & technology companies
Most software companies waste budget on demos that never convert. We focus on qualified pipeline from IT decision-makers with real buying intent.
Month-to-month partnership. No long-term contracts.
Michael Torres
CTO · Mid-Market Enterprise
Lead generation for B2B software and technology companies requires deep technical buyer understanding. Generic tactics don't work.
Your biggest competitor is inaction
Most software deals don't lose to a rival vendor. They stall because the business case wasn't strong enough, the champion left, or procurement ran out of budget cycle. Winning means building urgency before the evaluation even starts.
Self-directed evaluation cycles
Technology buyers complete most of their evaluation before talking to sales. If your content doesn't address their technical questions, you're invisible during the critical decision-making window.
Evaluation timelines vary widely
Department-level tools can close in weeks. Enterprise-wide platforms take 6-12 months. Your lead generation strategy needs to account for both motions and nurture accordingly.
Most agencies can't tell a developer from a CTO.
That's why their pipeline numbers don't hold up.
Generic agencies treat every demo request the same. They don't understand the difference between a developer exploring options and a CTO with budget authority evaluating vendors for Q1 implementation.
The difference between optimising for leads vs. pipeline
Same 1,000 leads. Wildly different outcomes depending on what you optimise for.
Low conversion rates across the funnel
Median conversion rates change everything
How we generate pipeline for software & technology companies
Six ways we work differently from generic agencies.
We follow your data from click to signed contract
CRM-informed campaign optimisation
We pipe CRM outcomes back into ad platforms to optimise toward closed deals, not just demo requests. That means cutting spend on channels that attract tyre-kickers and doubling down on what actually drives qualified evaluations with budget authority.
Separate campaigns for evaluators and budget holders
Technical and executive targeting
IT managers need integration docs, security certifications, and architecture diagrams. CIOs and CTOs need business cases, ROI models, and competitive comparisons. We run parallel campaigns for both, with landing pages tailored to each audience's decision criteria.
Shorter cycles through intent-based targeting
Accelerated evaluation-to-close lifecycle
We compress the path from evaluation to contract by targeting bottom-of-funnel keywords that signal active vendor comparison, crafting role-specific messaging, and using competitive analysis content to accelerate shortlisting decisions.
Named-account targeting for high-value deals
Account-based marketing for enterprise IT
We build coordinated ABM plans around your target enterprise list. Personalised ad creative by company, multi-threaded outreach to IT buying committees, and custom landing pages that reference specific technology stack challenges.
Precision audience building from customer data
ICP targeting by tech stack and company stage
We define your Ideal Customer Profile from closed-won analysis: company size, technology maturity, existing stack, and growth stage. Then we build targeting strategies that reach the right companies and the right roles within them.
Assets that IT buyers actually engage with
Technical content that drives evaluation
We develop content frameworks for technology buyers: integration guides, architecture comparisons, security documentation, and benchmark reports. Every asset is designed to move prospects from awareness to active evaluation.
What to expect
Discovery & Audit
Deep analysis of your tech stack positioning and opportunities
Strategy Development
Audience architecture and competitive campaign planning
Creative & Launch
Technical content development and campaign go-live
Optimise & Scale
Continuous improvement and growth
Revenue calculator
How much revenue are you leaving behind?
Plug in your numbers. See the gap between chasing demos and closing pipeline.
Enter your actual numbers — we'll compare them to software industry benchmarks.
Real results from B2B software & technology clients
Intent-based targeting
Reaching companies actively evaluating solutions
Pipeline increase
+340%
Cost per SQL reduction
-48%
Win rate improvement
+22%
The strategy
A B2B software company was casting a wide net with generic campaigns. We implemented intent-based targeting to identify companies actively researching their category, focusing ad spend on accounts showing buying signals across review sites and technical forums.
Before vs after
| Before | After | |
|---|---|---|
| Monthly SQLs | 8 | 35 |
| Cost/SQL | $3,400 | $1,770 |
| Win rate | 14% | 17% |
Key highlights
Intent signals from G2, TrustRadius, and technical forums identified active evaluators
Budget shifted from awareness to bottom-funnel for in-market accounts
Demo-to-SQL conversion improved from 18% to 34%
Average deal size from intent-targeted leads was 1.8x higher
Competitive displacement
Winning deals from incumbent vendors
Competitive pipeline
$890K
Switching deals closed
12
ROI on competitive spend
7.2x
The strategy
A growing software company needed to win market share from established competitors. We built search campaigns targeting competitor comparison terms and built landing pages with feature-by-feature comparisons, migration guides, and switching incentives.
Competitive vs general campaigns
| General | Competitive | |
|---|---|---|
| CVR | 1.8% | 4.8% |
| SQL rate | 22% | 41% |
| Avg deal size | $42K | $68K |
Key highlights
Competitor comparison landing pages converted at 4.8%
Migration guide downloads generated highest-quality SQLs
Switching incentive offers outperformed standard demos 2.6x
68% of competitive leads entered pipeline within 30 days
LinkedIn for IT leaders
Targeting CTOs and VP Engineering
Pipeline generated
$720K
Cost per SQL
$2,100
SQLs generated
31
The strategy
LinkedIn enables precise targeting of IT decision-makers by role, seniority, and company size. We ran campaigns targeting CTOs, VP Engineering, and IT Directors at mid-market companies, using technical content and benchmark reports to drive qualified demos.
Content type comparison
| Product content | Benchmark report | |
|---|---|---|
| CTR | 0.34% | 0.89% |
| CVR | 1.4% | 4.1% |
| Cost/SQL | $5,200 | $2,100 |
Key highlights
Technical benchmark reports outperformed product content 3.4x
CTO/VP-level targeting generated 71% of total pipeline
Average deal size from LinkedIn was $58K
6-month pipeline ROI of 5.1x on total campaign spend
International expansion
European market entry for US software vendor
European pipeline
€520K
Markets entered
3
Time to first deal
4 months
The strategy
A US-based software company wanted to expand into European markets. We built localised campaigns for UK, DACH, and Nordics with region-specific messaging, compliance documentation, and localised landing pages.
US vs European performance
| US approach | Localised | |
|---|---|---|
| CTR | 1.1% | 2.3% |
| CVR | 2.0% | 3.2% |
| Pipeline | €0 | €520K |
Key highlights
Localised campaigns in 3 languages improved CTR 2.1x
GDPR compliance messaging built trust with European buyers
First European contract signed within 4 months
European pipeline now represents 28% of total company pipeline
Common questions
Ready to turn paid media into a revenue source?
We help software and technology companies build predictable pipeline through performance marketing that reaches IT decision-makers. No vanity metrics, no long-term contracts.
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