How to Choose the Right Tech Marketing Agency

It’s a tough time for the tech industry. Big Tech continues to experience painful job cuts and layoffs, while players throughout the space are struggling against tight budgets, stagnant growth and thickening competition.

In this environment, marketers are under pressure to drive impact and bolster the pipeline. LinkedIn’s B2B Marketing Benchmark Report found that tech, compared to all other industries studied, is allocating a lopsided share of budget toward generating new business versus retaining existing customers.

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At the same time, B2B leaders at technology companies are less bullish about their budgets and outlooks than their counterparts. They are more likely to say their budgets have decreased or will decrease. In turn, LinkedIn’s research found that 18% of these leaders felt “uncertain or pessimistic about the likelihood of their marketing team’s efforts to drive revenue next year, higher than all other industries.”

Partnering with the right B2B tech marketing agency can be a critical move to overcome the challenges at hand, and get the most out of your budget. But this too is a significant investment and the stakes are higher than ever. We’re here to help you make the right decision.

5 qualities to seek out in a B2B tech marketing agency

TopRank Marketing is a full-service agency that counts many B2B tech companies among our wide range of current and past clients. Naturally, we’re honored to be considered by any marketing leader looking to elevate their strategy. But through our experience, we also know what goes into creating an effective brand-agency partnership. Above all, we want you to find the right fit.

Prioritize these attributes and qualities as you search for the right B2B tech marketing agency to suit your needs.

#1: Specialization in tech marketing and understanding of the industry landscape.

If you’re in B2B tech, you know that this sector is unique from others in a lot of ways. Solutions are often complex and developed for a specific niche. The tech boom has led to stifling competition and there’s frequently a great deal of parity (at least on the surface) between different offerings. Meanwhile, the tech buying process tends to be laborious, involving a high number of stakeholders and lengthy cycles.

When evaluating B2B tech marketing agencies, you’ll want to ensure you go with a firm that has experience in this specialized arena. A seasoned agency partner can help your company and its solutions stand out at a time where differentiation is absolutely vital. Research from Gartner found, for example, that more than 70% of buyers consider at least four software providers before making a final purchase decision.