Digital marketing for IT companies
Are you looking to upgrade your marketing plan to make your company more agile and tap into new revenue streams?
Our full-service Atlanta B2B digital marketing strategists can help your
company generate more leads and expand your customer base.
Information and software technology is a highly competitive industry. Here in the U.S., it’s estimated that there are more than half a million software and IT services companies, and over 40,000 tech startups were launched in 2018 alone. IT companies don’t just have to compete against this pool of competitors within our borders, but also the much larger pool of companies overseas that are seeking to break into the American market.
We’ve partnered with technology companies of all sizes and honed our skills in how to generate maximum lead generation and growth by leveraging online assets like your company’s website. Our mission is your success.
Simply put, manufacturing is BIG business in the U.S. and the competition to stand out from your competitors is fierce. Increasingly, what separates the winners from the losers in the manufacturing sector is which companies have embraced new technology to optimize their processes—and which haven’t.
Manufacturers who embrace technological innovation not only have an opportunity to boost efficiency and profits, but they also have a leg-up when it comes to marketing and advertising.
While there’s certainly still a place for trade shows and face-to-face promotion, increasingly B2B and B2C marketers are turning to digital marketing to establish their online brand and break into new markets that hold the key to long-term longevity.
With us, your company’s success is in the bag!
Founded in 2002, Brown Bag Marketing is a full-service Atlanta digital marketing agency specializing in end-to-end online marketing services, solutions and most importantly, RESULTS for B2B software and IT companies. We pride ourselves on being a sensible, no-nonsense partner for companies that are serious about growing their business and generating more high-quality leads.
For nearly 20 years, we’ve delivered successful, measurable results for clients here in Atlanta and companies nationwide. Our IT marketing agency can help your company grow and thrive. But don’t just take our word for it. We have the experience to prove it.
Our IT clients are important to us.
Case studies.
Explore our strategies.
See how we’ve empowered industry leaders to elevate their marketing and sales strategies. For AT&T Business Services, we created an inbound marketing program and trained an internal team of thought leaders to strengthen their position against competitors. For Elavon, we developed a dynamic sales app that allowed reps to deliver tailored product presentations, earning us recognition as a 2017 AMY Awards Finalist.
Strengthening inbound marketing for an industry leader
Despite AT&T‘s brand strength, the company had challenges marketing its business services against power players such as Amazon Cloud and Amex Small Business. AT&T Business Services (ABS) partnered with Brown Bag Marketing to shorten the buyer lifecycle through the Networking Exchange program. Brown Bag designed an inbound marketing program that leverages corporate blogging, content marketing and employee engagement. We also created and trained the Networking Leaders Academy – an internal army of thought leaders who became experts in social selling.
The services we executed included:
An award-winning sales app for a payments industry leader
To better position Elavon as a payments industry leader with a keen understanding of multiple industries, we developed a dynamic sales app that provided useful content and data points for Elavon representatives to share with prospective customers. This sales tool allowed the reps to walk customers through custom product presentations, organized by industry topics and tailored to their specific needs and pain points. We were a 2017 AMY Awards Finalist for this app.
We skillfully delivered the following services:
Marketing and paid media for SAP Partners
SAP Partners face a specific set of marketing hurdles: differentiating within a crowded Partner Network, reaching the right enterprise buyers, and communicating complex solution value in a way that resonates before a prospect ever gets to a demo. We know this space, and we know how to build demand in it.
From paid media advertising campaigns targeting enterprise IT buyers to social marketing strategies that build authority within the SAP partner community, we bring both the technical understanding and the B2B marketing discipline that this work requires. If you’re an SAP Partner looking to grow pipeline and strengthen your market position, learn more about our SAP Partner marketing services.
IT and software marketing statistics
of B2B technology companies use content marketing.
of marketers in the B2B tech sector said that creating engaging content is their biggest marketing strategy challenge.
of technology marketers have a documented content marketing strategy.
Technology marketers allocate 29 percent of their total budget, on average, to content marketing.
of the most effective technology marketers have a documented editorial mission statement.
Social media content (other than blogs), blogs and case studies are the top 3 most often cited marketing tactics for technology marketers.
LinkedIn is the social platform that B2B tech companies use the most, and 72 percent of survey respondents say that LinkedIn is effective.
B2B tech companies use paid advertising through search engine marketing (SEM) strategies.
of technology marketers say that lead generation, sales and lead nurturing are their top 3 priorities.
Technology marketers consistently cite sales lead quality, higher conversion rates and sales as the top 3 most important metrics they use to measure the effectiveness or success of their content marketing efforts.
In cases where high-tech B2B companies have undertaken broad transformations of their customer-experience processes, the impact has been higher client-satisfaction scores, reductions of 10 percent to 20 percent in cost-to-serve, revenue growth of 10 percent to 15 percent and an increase in employee satisfaction.
of B2B buyers want to see content with more input from industry thought leaders. In fact, when evaluating tech purchases, millennials’ most frequently referred to industry analysts (38 percent), vendor face-to-face meetings (36 percent) and websites (33 percent).
More than half of tech B2B sales were driven by digital marketing in 2020.
B2B digital leaders drive 5 times more revenue growth than their peers.
Sources
- https://contentmarketinginstitute.com/wp-content/uploads/2016/03/2016_TechnologyReport_FINAL.pdf
- https://landing.adobe.com/en/na/products/marketing-cloud/341847-high-tech-report.html
- https://hbr.org/2017/07/how-b2b-sellers-are-offering-personalization-at-scale
- https://www.demandgenreport.com/resources/research/2016-demand-generation-benchmark-report
- https://www.adobe.com/insights/15-stats-about-b2b-high-tech.html
Top challenges facing IT & software companies
Technology and software innovations are constantly evolving, which means your digital marketing strategy must be agile and adaptable to keep up. At Brown Bag, we will create a custom marketing plan for your business based on your individual goals, which allows us to plan for changes and pivot as needed. We don’t believe in forcing a cookie-cutter approach onto your company and walking away; rather, we’ll stay committed to partnering with you in the long-term to achieve ongoing success.
We specialize in overcoming the biggest challenges facing IT and software companies today, including:
- Tight marketing budgets
- Competitive markets dominated by Big Tech
- Rapidly changing industry and market trends (digital transformation)
- Monitoring performance and ROI
- Identifying new revenue streams
- Building trust and brand recognition online
- Prioritization of mobile devices and social media
- Promoting innovation
How AEO and GEO are changing IT marketing
Increasingly, IT decision-makers and procurement teams are starting their research in AI-powered tools — asking ChatGPT to compare cloud solutions, using Perplexity to shortlist cybersecurity vendors, or relying on Google’s AI Overviews to summarize the difference between competing platforms. The brands that show up in those AI-generated answers aren’t there by accident.
Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) are the disciplines that determine your visibility in this layer of search. AEO structures your content so AI systems can extract and cite it. GEO builds the entity authority and topical depth that large language models learn to trust over time.
For IT and software companies operating in a crowded market, our Atlanta AEO marketing agency optimizes your social content and brand authority so your brand earns a place in the AI-generated conversations your buyers are already having.
Why technology services choose Brown Bag Marketing.
At Brown Bag Marketing, we first take the time to get to know your business’s unique needs, goals and budget. This approach is one of the reasons why we’re one of Atlanta’s top digital marketing agencies for IT and software companies.
Here are some other reasons why tech providers near and far choose us for end-to-end digital marketing advice, services and solutions:
We're cost-effective
Cost shouldn’t be your only priority when it comes to hiring the best digital marketing agency, but it may be an important factor on a strained budget. At Brown Bag, rest assured that you’ll get a higher return on your investment compared to hiring a top-dollar marketing agency. We regularly deliver services that go above and beyond what our clients pay for.
We're accessible
No matter the project, there’s always going to be issues and concerns that will pop up that must be addressed quickly. In these instances, it’s important to have a partner you can easily and effectively communicate with to discuss solutions. At Brown Bag, you’ll never have a problem getting a hold of us — we’re right by your side from start to finish.
We're flexible
Corporate marketing firms often have rigid structures and systems that make them unable (or unwilling) to adapt to their client’s individual needs. As a boutique agency, agility and adaptability are qualities that come second nature for us! We customize every marketing strategy for each client because we don’t believe in cookie-cutter approaches.
We're creative
The corporate grind is great for making executives rich, but this system tends to squash employee diversity, creativity and idea generation. At Brown Bag, we give everyone a voice and encourage creativity at all levels. We excel at coming up with inventive and outside-of-the-box solutions to the biggest challenges.
We're driven
As a boutique digital marketing agency, we’re more dedicated and passionate about achieving success for each and every one of our clients by putting all we’ve got into their success. We won’t stop until we’ve delivered high-quality work that we’re proud of and you’re ecstatic about.
We're enthusiastic
Investing in digital marketing for your business is a big decision and it’s important to partner with an expert whose eagerness to get down to business matches yours. We guarantee that we’ll match your enthusiasm…and then some. We’re passionate to work with you!
We're experts
Our diverse team is widely skilled and trained in a broad range of digital marketing methods. This expertise allows us to target niche audiences and topics that large agencies simply don’t have experience in.
We care
We are deeply invested and committed to each of our clients. Unlike large marketing agencies that juggle many different projects poorly, we focus our full attention on just a handful of businesses that we believe in and build a long-term relationship with. At Brown Bag Marketing, you’re not just another number or account. Your personal success matters to us!
Our awards and accolades.
We have heart and hustle, and have the gold stars to prove it! Whether accepting accolades for marketing campaigns or being a great place to work, Brown Bag is no stranger to the limelight.
Heart & Hustle.
Meet the Brains behind Brown Bag Marketing.
Our team of “baggers,” as we call them, come to our Atlanta internet marketing agency from all walks of life and professional backgrounds. We are an exceptionally talented, hardworking and seriously curious bunch of folks — and we want to get to know you and your business needs. We invite you to get to know us too!
