Generating leads in the IT/TECH industry during the crisis: trends and strategies

The economic crisis forces the IT/Tech industry to rethink and adapt its B2B lead generation strategy. With the number of potential customers decreasing, companies must focus on clearly communicating their unique value proposition (UVP), presenting successes and using advanced prospecting. So what are the current trends that can help companies survive and thrive in difficult times?

Defining and Communicating UVP

Many IT companies do not have a clearly defined unique value proposition (UVP), which in times of crisis may be key to standing out from the competition. The challenge of defining a unique value proposition (UVP) is particularly important for software houses operating in the IT/Tech industry, where competition is intense and products are often technologically complex.

Our client - a software house specializing in solutions for the TSL sector - has successfully defined its UVP by focusing on providing personalized TMS systems that bring measurable results. Communication example: "A dedicated TMS system resulted in an increase in order margins by 15% and forwarders' work efficiency by 38%." This approach not only clearly communicates the value of the solutions offered, but also highlights its ability to deeply understand and effectively respond to the unique challenges of the TSL sector.

Customer Presentation and Case Studies

IT/Tech company websites often neglect to present their clients and projects. Enriching the website with case studies and references can significantly increase credibility and convince potential customers to cooperate. Success stories are proof that a company can deliver real results. In our work, they constitute the basis for further construction of UVP.

Advanced Prospecting

The use of data from platforms such as Crunchbase, Clutch or Product Hunt allows for a deeper understanding of the market and a better adjustment of the offer to customer needs. Thanks to this, prospecting becomes more targeted and effective.

Crunchbase

Analysis of companies that have received financing can help identify new business opportunities and needs that our company can meet.

Clutch

Reviews and rankings of IT service providers can be used as a source of knowledge about customer expectations and the latest trends in the industry.

Product Hunt

Observation of popular technological products can provide knowledge about new trends and market needs, which will enable quick reaction and adaptation of the offer.

Automation and AI

Automation of marketing and sales processes using AI allows for more effective lead management and personalization of communication, which is key to increasing conversions.        In our agency, these technologies are the foundation on which we build our lead generation, content creation and customer communication strategies. We use AI to analyze data and user behavior, which allows us to create more relevant and engaging content. Automation tools allow you to segment your audiences and tailor your emails to address each recipient's specific needs and pain points. This, in turn, translates into higher openness and click-through rates of messages, which is essential for effective cold mailing.

Inbound and Outbound to maximize results

In our agency, we see that a combination of inbound and outbound strategies brings the best results. When we send cold mailing, we often observe increased traffic on the blog, company website and profiles on LinkedIn and Facebook. This proves that potential customers are looking for confirmation of the competence and credibility of our brand. That is why it is so important that the content on LinkedIn is valuable and up-to-date, which not only supports outbound activities, but also builds trust and makes us credible in the eyes of our recipients. Properly constructed marketing content becomes a solid foundation for effective mailing campaigns, creating a coherent image of an expert in the IT/Tech industry.