B2B Digital Marketing for ICT sector

Discover the keys to unlocking B2B digital marketing success in the ITC sector. Our b2b digital company offers essential strategies and insights tailored for software companies aiming to thrive in the competitive digital landscape. Dive into proven tactics for SEO, content marketing, and lead generation to elevate your online presence and drive growth.

Importance of marketing for B2B in the ICT Sector

For the ICT sector, web marketing is not just a tool; it’s a necessity. This sector is characterized by rapid innovation, technical complexity, and a highly informed target audience. Companies in the ICT space need to communicate complex technical information in a way that is accessible and engaging to both industry experts and laypeople. Web marketing in the ICT sector serves several vital purposes:

Reaching a Tech-Savvy Audience: The audience in this sector is comfortable with technology and often seeks information online. Web marketing allows companies to meet these potential customers where they already are on the Internet.

Demonstrating Technical Expertise: Through content marketing and SEO, ICT companies can showcase their knowledge and expertise, building trust and credibility with their audience.

Staying Competitive in a Rapidly Evolving Market: The ICT sector is continuously evolving. Effective web marketing strategies enable companies to quickly adapt to market changes, promote new technologies, and stay ahead of competitors.

Global Reach and Scalability: The ICT sector often operates on a global scale. Web marketing provides a platform to reach an international audience efficiently and cost-effectively.

Digital marketing for ICT sector

Digital strategies for the ICT sector

1. The marketing mix and cost per lead: the important variables

The way of doing digital marketing in the ICT sector has changed a lot in recent years and, consequently, the marketing mix of ICT companies must also change, evolve and expand, always in accordance with the results of a careful study on the buyer’s journey, i.e. the path that takes the user from a simple visitor to a customer.

Of course, expanding the marketing mix requires the availability of an adequate budget, but it is always necessary to focus not on the cost of the campaign, but on the cost per lead. If you can achieve a low cost per lead and at the same time improve the quality of the leads you receive, then the budget you allocate may also be relevant, because it will lead to a return in terms of sales.

2. Storytelling and evangelization: ICT education is fundamental

Precisely by studying the buyer’s journey and analyzing customer responses to the proposed products and services, it is clear how necessary a work of evangelization is, especially towards those SMEs that do not have a great vocation for innovation. Entrepreneurs must therefore be guided, it is necessary to clearly explain to them what the advantages of a specific product or service are and what the technological train they risk missing if they do not approach new technologies now.

This need for evangelization can be satisfied through the production of articles on the company blog, newsletters and podcasts, in synergy with the attempt to then bring the relationship from online to offline, transforming it into a human relationship of trust and collaboration.

During evangelization and technology education activities, but also in the more strictly marketing and commercial proposal, storytelling also plays a fundamental role. To do good storytelling in this sector, however, a close relationship with the technical team is necessary: ​​developers, IT, programmers must be consulted and provide important information regarding the products or services you want to bring to the market. Their knowledge must then be translated into the form of storytelling, thus making it appreciable even to less technical, but crucial figures in the decision-making process.

To develop the entire process, being supported and followed by a specialized digital marketing agency in the ICT sector can be the winning card.

3. CRM software and lead scoring: how to talk to the right people

Intercepting and communicating with the right figure within the company is essential for the success of a good strategy and for finding new customers online. The most effective system for doing this involves the use of good CRM software for lead and customer management together with a lead scoring system that allows each contact to be assigned a score determined by several important factors: position in the company , type of request sent, actions performed on the website, frequency of visits, sector of activity, type of company and more. Once the parameters that are most important have been defined, each element will add value to the lead’s score and only when a certain score threshold is exceeded will that contact be sent to the sales team, who will then be able to contact no longer a “cold” contact ” who performed only one action on our site but a “warm” contact who knows the company and who returned to our site several times to perform different actions.

Precision in identifying the target, study of buyer personas and the customer journey, conscious use of storytelling for dissemination and evangelization purposes towards new technologies are therefore all fundamental elements for the generation of qualified leads in the ICT sector.

4. Case Study Digital Marketing for successful ICT

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Our case studies in the ICT sector

b2b digital marketing for software companies / saas

Eidosmedia is an Italian multinational software company with branches all over the world. Founded in Milan in 1999, it is best known for having developed Méthode, a CMS adopted by the Financial Times Le Figaro, The Wall Street Journal and Il Sole 24Ore.


lead generation in the ICT sector in new industries such as Finance, Corporate and Public Administration where Eidosmedia solutions can do a lot, but are not known.


+ 31% di conversions in 6 mesi (SEO) & oltre 350 leads B2B (FUNNEL WEBINAR)


b2b  digital marketing for IT industries

Board is an all-in-one Decision-Making platform combined with Business Intelligence and Corporate Performance Management tools.


carry out lead generation for the ICT industry to support the sales network in different countries and increase brand awareness in a sector populated by giants such as IBM and Oracle.


Increase in demo requests by 20% per year


Since 2002 chosen by over 300 B2B companies

Digital Marketing FAQs for ICT sector

What are the challenges of digital marketing in the ICT sector, and how can they be addressed?

The challenges of digital marketing in the ICT sector include rapidly evolving technologies, high competition, reaching the right audience with technical content, and demonstrating the unique value of complex solutions.

To address these challenges, companies can focus on staying ahead with continuous learning and innovation, differentiating themselves through unique selling propositions, utilizing targeted marketing strategies to reach specific segments, and simplifying technical information through engaging content. Additionally, leveraging analytics for data-driven decision-making can help refine strategies and improve outcomes.

What role does content marketing play in the ICT sector's digital marketing efforts?

In the ICT sector, content marketing plays a crucial role in digital marketing efforts by educating and informing the target audience about complex technologies in an accessible manner. It helps in establishing thought leadership, enhancing brand credibility, and building trust with potential customers.

Through high-quality, relevant content, ICT companies can effectively communicate the benefits and applications of their products and services, driving engagement, generating leads, and ultimately facilitating conversions. Content marketing also supports SEO strategies, increasing online visibility and attracting organic traffic to the company’s digital platforms.

How important is SEO for ICT companies, and how can it be optimized?

SEO is critically important for ICT companies as it enhances their online visibility, making it easier for potential clients to find their products and services in search engine results. It drives organic traffic to their websites, which can lead to increased leads and conversions.

To optimize SEO, ICT companies should focus on creating high-quality, relevant content that addresses their audience’s needs, researching and targeting specific keywords related to their industry, optimizing website speed and mobile responsiveness, and building a healthy profile of backlinks from reputable sites. Additionally, staying up-to-date with search engine algorithms and utilizing local SEO strategies (if applicable) can further improve their SEO performance.