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Digital marketing funnels for IT companies are a key tool towards effective customer engagement. Whether your company operates in B2B, B2C, or B2B2C markets, and whether you’re a traditional IT company or provide SaaS solutions, understanding these funnels allows for the visualization of the customer journey from the first contact to the purchase and beyond. Grasping these processes helps companies not only attract new clients but also maintain relationships with existing ones, which is especially important in the IT industry with its long decision-making cycles and high levels of competition.

Digital Marketing Funnels for IT Companies: What It Is and Why It’s Important

A marketing funnel is a schematic representation of the customer’s journey, from becoming aware of a product or service to making a purchase and becoming a loyal customer.

When designing marketing funnels for IT companies, you should keep the main goal in mind — to lead the customer to a purchase. For example, a customer reads your article about a service, realizes it is needed and beneficial, navigates to the service page, confirms its value, checks the price, and is ready to contact you. Of course, the sequence of the customer’s actions may vary—buyers enter and exit the funnel, move through it at their own pace, may postpone their decision, and return later or forget. However, this does not diminish the importance of creating a funnel for your company. Customers can make a purchase at any stage of the funnel, at any time, which is why brands must consider how to engage them at every step of the customer journey.

The stages of digital marketing funnels for IT companies may vary, but most commonly include awareness, consideration, decision, and retention. Next, we will look at an example of such a four-stage marketing funnel.

Digital Marketing Funnels for IT Companies

 

Marketing Funnel Stages

Awareness. Goal – To Attract the Client’s Attention

This is the initial contact with the audience, introducing them to the brand, working on brand recall, and capturing the attention of potential clients.

It’s important at this stage not to sell, but to provide useful information and engage the audience.

Often, your target audience’s need is not yet formed—they might not even realize that a problem exists, and your task is to bring their attention to it.

For example, if you’re interested in projects from the food industry, topics that might appeal to this target audience could include “AI in the restaurant business” or “trends in the restaurant industry.” At this stage, the client’s need turns into a search query, and your task is to identify and use that query to demonstrate your services, which will benefit the client. Talk about the solutions you offer for specific challenges and the industries your solutions are designed for. Give advice to your audience.

To reach potential clients with this topic, you can use various channels for the first touch:

  • Write blog articles and promote them in search engine results.
  • Publish articles on reputable platforms with your potential audience (Medium, Bloomberg, Forbes, etc.).
  • Utilize social media and Google Ads.

Your brand should maintain visibility and stay top of mind for potential clients, so when the time comes to make a purchase, they think of you.

Consideration. Goal – To Inform the Client

Companies should educate and inform clients during the consideration stage to help them understand how your product or solution meets their needs. Marketing messages should address the client’s pain points, spark interest, or answer consumer questions. At this stage, clients are trying to get to know your brand and understand what sets it apart from similar ones.

For instance, in the previous step, the client may have learned about trends in the restaurant industry and become interested in AI solutions that help restaurants create food-picking chatbots for their visitors. Now, it’s important to guide the client towards information like “the cost of developing a food-picking app.”

At this stage of the funnel system marketing for tech companies, the client narrows down their options by actively weighing the pros and cons of each potential provider. The client is not only evaluating your content but also comparing it with that of other companies, and the quality of your material helps them choose you over competitors. If a client is researching information about your company online, well-crafted profiles on Clutch, GoodFirms, and other directories, along with being listed in rankings, are highly effective in building authority and trust.

The goal of the consideration stage is to encourage the client to add your product or service to their shortlist of potential solutions.

You gain an advantage if you understand the user behavior scenarios on your company’s website and provide the reader with the right information at each step. By understanding the scenario, you won’t miss the steps that influence the client’s decision.

Decision. Goal – To Convert the Client

This stage in digital marketing funnels for IT companies is also known as the “conversion” or “purchase” stage. For this, an elaborated product or service page on your website is crucially important for the inbound visitor traffic. You have to include links with case studies and industry insights relevant to the client’s industry-so that when they go through them, they feel confident in their buying decision. For this stage, clear and appealing calls to action are essential, along with buttons that guide users to place orders on service, case, solution, and article pages.

It must be remembered that successful conversion directly depends on the quality of interactions with clients during the two previous stages of the funnel.

Compelling advertising and informative content in the first two stages of the funnel-that is, awareness and consideration-develop the possibilities of a successful conversion manifold.

Retention. Goal – To Engage the Client

Once the client becomes yours and you are in the process of developing or completing a project, you need to work on upselling them additional services such as support, security, or regular software updates.

After completing projects, you need to continue staying at the forefront of your clients’ attention. This may happen through customer nurturing campaigns or email newsletters introducing clients to your new solutions and services relevant to their niche. Guide your clients towards following your social media channels, so you can stay visible, keep them informed with your posts, company events, ideas, and solutions.

The goal of the Retention stage in marketing funnels for IT companies is to create loyal, satisfied clients who become advocates for your company and return as repeat customers.

For this stage, a suitable topic for an article or newsletter could be “How to Use Data from Your Restaurant Software to Make More Accurate Business Decisions” or “How to Increase Restaurant Revenue with Personalized Recommendations.”

To keep your customers engaged and encourage repeat business, it is important to regularly focus on your funnel system marketing for a tech company.

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Examples of Marketing Funnels for IT Companies

Companies use different types of funnels depending on their needs, such as attracting new leads, educating potential clients about their products, or building stronger relationships with their audience. Here are a few examples of an online marketing funnel for software development that IT companies can use:

Squeeze Page Funnel

This Squeeze Page Funnel is made to “squeeze” the contact information from visitors in exchange for something that is of value. For instance, you can create a lead magnet in the form of a PDF file with the heading “How to Reduce Order Processing Time with Restaurant Software” or “7 Tools for Automating Orders and Delivery in a Restaurant.” You provide this free guide in exchange for an email address, which will grow your list of potential client contacts. This is usually just a form of funnel utilized in a front-end offer for building subscribers or leads rapidly, but there is more risk in getting low-quality leads.

Reverse Squeeze Page Funnel

For instance, you could publish elaborate and quality information on a renowned topic on your blog, say, “How to Automate a Restaurant: From Orders to Staff Management” or “What to Consider When Choosing a Platform to Manage Several Restaurants.” After mentioning in the article that one can receive more information on this topic, attach a simple sign-up form for your newsletter-so that readers may get even more tips.

The trust you build, in fact, in this type of funnel through the information provided in the article, allows you to recommend other materials and to guide potential clients toward buying your service.

Webinar Funnel

It could be a live or recorded video wherein you will present valuable information to a specific target audience. It might be a virtual seminar, an interview with an industry leader, or even a live presentation of your product or service. In consideration for attending the webinar, you ask them to provide you with their contact information. This is how you build a solid network of prospective clients. You will, therefore, be in a position to devise a better, focused strategy to develop follow-up content and re-engage such an audience for the conversion of prospects into paying clients.

Differentiating Marketing Funnels and Digital Marketing Sales Funnels for Software Development Companies

The marketing funnel and the sales funnel are both important tools in digital marketing. A strong digital marketing sales funnel for software development companies helps move leads into paying customers. Even though these funnels are connected and interlinked, working as a team, they still have some obvious differences.

The marketing funnel is all about the attraction and engaging of potential customers through various touchpoints of their journeys with the company. It’s all about raising awareness, sparking interest, and showing why the product or service is needed.

On the other hand, a sales funnel is about turning prospects into paying customers. It is more of a pre-deal step that involves direct contact with the potential client through the sales team.

Digital Marketing Funnels for IT Companies

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Table of Main Differences between Marketing Funnel and Sales Funnel

CriterionMarketing FunnelSales Funnel
ObjectiveDesigned for capturing and nurturing leads and enabling prospects to understand and recognize their need for the product.Responsible for converting acquired leads into customers and managing the sales process.
Responsible TeamsManaged by the marketing team, which is responsible for attracting and cultivating leads.Managed by the sales team, which works to close deals and attend to customer needs.
Tactics and ToolsSome of the marketing tools it makes use of are content marketing, SEO, advertising, email marketing, and usage of social media.Direct calling, meeting the clients, negotiation and lead and deal management through CRM system.

Effectively managing a digital marketing sales funnel for software development companies is crucial to ensure a smooth transition from lead generation to customer conversion. This process works best when the marketing and sales teams work together closely.

Key Features of a Marketing Funnel in Digital Marketing for SaaS Companies

SaaS companies rely on subscriptions, so it’s important to both attract new users and keep the ones you already have. Here are the key features of a marketing funnel in digital marketing for SaaS companies:

Free Trials and Demos

Let people try your product for free before they commit. Offering a free trial or demo is a key part of the marketing funnel for SaaS, as it helps potential customers see what your software does. It’s an effective way to build trust early on. The more they use it, the closer they’ll be to becoming paying customers.

Customer Onboarding

When someone signs up, show them how to get started fast. Things like tutorials or quick setup guides can help them figure out how to use your product without any hassle. This helps keep them interested and reduces the chances they’ll leave early.

Long-Term Value

You want users to stick around, so within the marketing funnel in digital marketing for SaaS companies, it’s a good idea to highlight how your product helps over time. Explain how your software will keep solving problems for them, not just in the short term.

The goal of a marketing funnel for SaaS isn’t just to get people in the door—it’s to make sure they stay and get value from your product. This keeps them coming back, and that’s what drives growth in SaaS.

Conclusion

Marketing funnels and digital marketing strategies are crucial for guiding potential clients toward making a purchase decision. Funnels are important for both lead generation, nurturing, and retention. Whether your firm operates in B2B, B2C, or B2B2C segments, marketing funnels help create a content plan based on your audience’s needs and ensure that relevant information is placed across all key traffic channels.

If you want to optimize your marketing strategies and effectively use marketing funnels, our agency is ready to help. We specialize in IT and SaaS companies and know how to attract and retain clients.

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