If you’re in the IT and tech sector, you already know how tough it is to generate quality leads.
You’re probably used to hearing things like:
- Your sales cycle is long.
- You’re dealing with highly educated buyers.
- There are technical objections, legal reviews, budget constraints, and multiple decision-makers.
No matter how good your product is, you’re competing with buyer fatigue, overflowing inboxes, and a constant fear of making the wrong decision. To overcome this, we need to understand the buyer inside and out.
Understanding What Buyers Go Through
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B2B buyers today are more independent than ever. According to Gartner, around 70% of the decision-making process happens before a prospect ever talks to a vendor.
In that window, they’re doing their own research, gathering internal consensus, and comparing options based on more than just features. They’re looking at risk, integration fit, and ROI.
This journey isn’t straightforward either. Buying committees are becoming more complex. They now include 6 to 10 people, each with different expectations.
A CTO may care about long-term infrastructure compatibility. A security lead is focused on compliance. Finance wants a clear return on investment. And when the same marketing message hits all three, it resonates with none.
That’s where many campaigns go wrong. They focus on the product too early and forget to address the buyer’s actual concerns.
So, is the content the problem? Partly, yes. But more importantly, ask yourself: does your content truly resonate? Does it speak to the varied mindsets and challenges within your target accounts?
It’s not enough to show what your product does—you need to show what it means to them.
Moving Beyond “Spray and Pray” Tactics
It’s tempting to blast content to a large list and see what sticks. Surely, platforms like Bombora, 6sense, and G2 make it easy to see who’s researching topics related to your solution.
But using that data like a cold lead list is a fast way to get ignored. Just because someone read three articles on “cloud cost optimization” doesn’t mean they’re ready to talk to sales. Pushing for a demo too early only creates friction.
Instead, that signal should start a conversation, not end one.
Let’s say intent data shows a DevOps Manager at a large company is researching AWS cost control. Instead of emailing a demo link:
- First, run a targeted ad offering helpful tips on cloud optimization.
- Then, follow up with a benchmark report showing how their industry is managing cloud costs.
- After that, share a short case study of a similar company that cut spending by 30% with your platform.
By the time your SDR reaches out, they’re continuing a conversation the lead is already invested in.
This kind of micro-journey respects where the buyer is in their decision process. It doesn’t assume interest, it nurtures it.
Stop Educating. Start Enabling.
Tech companies are great at educating. They publish whitepapers, write blogs, and host webinars—all valuable.
But most stop there. Their content educates but doesn’t enable buyers to move forward.
What happens after your ideal buyer reads your guide? They might believe in your product, but still need to:
- Convince their team.
- Justify the cost.
- Show how it fits with current systems.
If you haven’t equipped them to do that, they won’t get far.
That’s where enablement content comes in.
Instead of another product one-pager, offer:
- An ROI calculator to highlight budget impact.
- A visual layout showing integration points.
- A ready-to-use deck or checklist for internal sharing.
- A comparison sheet that honestly addresses competitors.
According to Demand Gen Report, 76% of tech buyers say vendors fail to provide enough content they can use internally.
This is your opportunity to build trust through transparency—don’t miss it.
Account-Based Marketing That Actually Feels Personal
Account-Based Marketing (ABM) has become popular for good reason — it works.
But most companies only scratch the surface.
Personalized subject lines or a few custom tokens on a landing page?
That’s really not ABM. That’s automation with a name tag.
Effective account-based marketing tactics go beyond surface-level personalization and aim to deeply engage each target account.
True ABM goes deeper. It understands the account, its challenges, and its industry context.
And it reflects that at every stage.
Let’s say you’re selling cybersecurity software and targeting FinTech companies.
ABM done right doesn’t start with a pitch.
It starts with research.
You might:
- Build a FinTech-specific threat landscape report
- Publish benchmarks showing how top firms manage risk
- Create a microsite with curated testimonials, integration guides, and compliance breakdowns
Then, when sales reach out, they’re not saying, “We help with cybersecurity.” They’re saying, “We’ve worked with teams navigating PCI DSS compliance — here’s what helped them.”
When you show you understand their world. Through tailored content, journeys, and follow-ups, you win.
Fix Your Website Before You Launch Another Campaign
Your website shouldn’t feel like a digital brochure—it’s often the first real experience buyers have with you.
If it’s not doing its job, even the best ads won’t help.
Here’s the problem: many IT websites are built to impress internal teams, not serve buyers.
- They use jargon, hide the CTA, and make users dig for value.
- They offer 20-page PDFs but bury pricing.
- They demand a full company profile just to book a demo.
That’s not helping. It’s hurting.
Why?
Because buyers don’t want more information. They want clarity and control.
So, what does a high-performance site look like?
It speaks plainly, gets to the point fast, and makes it easy for buyers to take the next step.
It guides the visitor based on where they are in their journey, not where you want them to be.
To make it more interactive, use tools like calculators, checklists, or guided chat to increase engagement without adding friction.
According to HubSpot, companies with interactive web tools see up to 40% more conversions.
That’s not because of clever design — it’s because of useful design.
Final Thought: In Tech, It’s Not Just What You Sell—It’s How You Sell It
Having a great product isn’t enough. Buyers want more than features and benefits. They want relevance, empathy, and a smoother process.
If your lead generation still uses batch emails, vague messaging, or confusing websites, the problem isn’t the market—it’s your approach.
Modern lead generation is about understanding your buyer’s world and building every touchpoint to help them move forward.
That’s what builds trust. That’s what closes deals.
And that’s how you stop chasing leads and start converting them.
Vikas Bhatt is the Co-Founder of ONLY B2B, a premium B2B lead generation company that specializes in helping businesses achieve their growth objectives through targeted marketing & sales campaigns. With 10+ years of experience in the industry, Vikas has a deep understanding of the challenges faced by businesses today and has developed a unique approach to lead generation that has helped clients across a range of industries around the globe. As a thought leader in the B2B marketing community, ONLY B2B specializes in demand generation, content syndication, database services and more.
