Digital Marketing and Advertising for B2B Tech Companies and Vendor Channel Programs

Filament means
B2B tech marketing

We’re the award-winning digital marketing agency that drives results for leading B2B technology, software and SaaS businesses.

We have a deep understanding and first-hand experience of complex B2B buyer journeys for tech brands.

That’s why we were awarded Best Content Marketing Campaign at 2022 Semrush Search Awards Australia.

When you need digital marketing and advertising for your B2B tech brand, you can rely on Filament.

Driving tech brands forward online

We deliver business-growth strategies for your brand using digital tech marketing best practices.

Content marketing | Filament

Take products and services to market

Our Go-to-Market services make it easier for you to articulate your compelling value proposition, cut through the noise with clear differentiation and generate demand from your target audiences.

partner marketing | Filament

Enter new markets

Whether you’re taking your products and services into new vertical industries or entering new geographic territories, our new market entry services will help you navigate, land and expand with confidence.

channel marketing | Filament

Expand your channel program

Grow your channel partner base with the right fit partners while fast-tracking your channel enablement with effective through-channel marketing.

new market entry | Filament

Expand within your partner ecosystem

Launch your products and services to your ecosystem of partners and create a network effect with our Partner Marketing solutions.

Want to talk about how to  expand your B2B tech brand online?

In your obligation-free consultation, you’ll speak with a B2B tech marketing strategist one-on-one who can help you analyse priorities, re-align tactics or identify low-hanging fruit. No sales pitch, no obligation, just strategy.

marketing strategy | Filament

Digital marketing services that drive real results for B2B tech brands

If you’re a B2B tech brand in need of an effective digital marketing solution, don’t settle for anything less than the best digital marketing agency with a proven track record.

From strategic planning and creative through to implementation and measurement, we deliver everything you need to drive more revenue for your B2B tech business.

B2B Content Marketing

Compelling content and creative for every step of the B2B buyer journey so you can reach, engage and build trust with decision-makers who have specific priorities and pain points.

Search Engine Optimisation (SEO)

Attract organic B2B prospects and leads by increasing your website’s visibility online when a person searches for services or products, looks to answer a question or resolves a pain point.

B2B Social Media Marketing

Create your brand awareness, build credibility and trust, and educate your target B2B audiences with engaging content on social media platforms like LinkedIn.

B2B Digital Advertising

Reach the right B2B audiences with effective and highly-targeted Search Engine Marketing (SEM), Google Ads and LinkedIn advertising campaigns to attract and convert your Ideal Customer Profile (ICP).

Website Design and Development

Transform your website into a 24/7 sales tool with effective web design that clearly articulates your unique brand and value proposition, attracts the right prospects and converts B2B leads.

Not quite sure where to start?

Marketing is vast and it can be challenging to figure out the best way forward is. Why not talk to us about your competing priorities and goals? Book a no-obligation consultation today!

Don’t just take our word for it, hear it from our clients

We’ve worked with hundreds of tech brands over the years. Here’s what some of them have to say about us.

Ecosystems we’re experienced in

From partner enablement through to channel partner acquisition, we’re experienced in delivering results across a wide range of tech ecosystems.

VMware| Filament
Microsoft | Filament
Cisco | Filament
Dell | Filament
Veeam | Filament
HPE | Filament
Google Cloud | Filament
NetApp | Filament
AWS | Filament
Wasabi | Filament
Symantec | Filament
Splunk | Filament
ATT Cybersecurity | Filament
Bitdefender | Filament
Dropbox | Filament

Types of B2B tech companies we support

Tech ecosystems are diverse and complex. Here are the types of B2B tech companies we’ve unlocked value for.

  • Cloud providers

  • MSPs

  • Private

  • Hybrid

  • PaaS

  • ISVs

  • SaaS

  • IaaS

  • SIs

  • OEMs

  • Distributors & Aggregators

  • Telcos

  • VARs

Ready to grow your B2B business with the best tech marketing agency?

Let’s build something great together.

Digital Marketing Agency Frequently Asked Questions

What is a tech marketing agency?

A tech marketing agency is a highly-specialised digital marketing agency that focuses on supporting technology companies with a range of digital marketing services that can include online marketing, content marketing, SEO services, email marketing, social media marketing, website services, marketing automation, demand generation and lead generation.

The best tech marketing company will have an in depth understanding of tech ecosystems and has the ability to collaborate with technology company business leaders to articulate data driven strategy and implement plans to drive increased demand, generate leads and contribute to converting more customers.

Digital marketing agencies that have an in depth understanding of tech ecosystems are the best fit for B2B tech companies. That’s because the digital marketers who support you don’t need to be educated or trained about the context of complexities of channel sales.

This ultimately delivers a better customer experience for your team.

Why is digital marketing important for B2B companies?

Digital marketing can be a powerful revenue driver for business-to-business companies, known as B2B companies. While B2B companies focus on selling products and services to other companies, the decision makers and internal influencers are still people. People buy from people, as they say.

A B2B digital marketing strategy identifies a buyer’s journey for the target audience within a target business, or target account.

Digital marketing strategies for B2B companies include a range of tactics, including:

  • Account-based marketing (ABM) to support increased sales
  • Inbound marketing and content marketing to drive more leads
  • Social media marketing
  • SEO including keyword research to attract more traffic
  • Digital advertising, and
  • Web design that engages and converts.

Who is the best marketing agency in Australia?

There are many digital marketing agencies in Australia with different specialisations or strengths.

When it comes to supporting B2B tech companies and vendor channel programs, Filament is the leading digital marketing agency.

Our extensive experience and expertise working in the tech sector means that we can collaborate with you efficiently to use data to develop the right digital marketing strategy for your tech business.

We are based in Sydney and work with businesses Australia wide, including Melbourne, Brisbane, Perth, Adelaide, as well as businesses in SE Asia, USA and New Zealand.

What digital channels are used for demand generation and lead generation?

Business leaders look to marketing and sales teams to generate, qualify and nurture leads without necessarily considering how or where to find leads. But these leads don’t just come from anywhere random. The reality is that there are specific lead sources, sometimes called acquisition channels, where leads can come from.

Digital lead acquisition channels include:

  1. Your database
  2. Your website
  3. Social media
  4. Digital advertising
  5. Traditional advertising
  6. Referrals
  7. Events and sponsorships
  8. Networking
  9. Prospecting
  10. Your sales team

For more information, visit Lead Sources: Where Do B2B Leads Come From.

Why is a compelling website so important for B2B technology companies?

The primary purpose of a website for a technology company is to generate demand, leads and sales.

Websites are the most critical component of any digital marketing strategy. They provide a central location for leads and potential customers to learn about a company and its products, as well as to make purchases. Websites may serve other communications functions as well alongside this primary purpose of attracting prospects, identifying and qualifying leads and converting sales.

The objectives of a website will also vary depend on the type of technology company. For example, an ISV website might focus on promoting its products and services B2B, while an MSP website might focus on providing information about its services and how they can benefit a B2C market.

When it comes to website design and development, there are three main goals that technology companies should keep in mind: attracting new website visitors, converting those visitors into leads, and then turning those leads into customers.

For more information, visit our practical resource guide Website Development for Technology Companies.

Why is social media marketing important for B2B technology companies?

Social media marketing can be an excellent demand generation channel, especially when companies use social media to attract, engage and convert prospects, leads and other types of stakeholders.

The benefits social media marketing can deliver B2B tech companies include:

  • Project brand identity and voice
  • Engage with new audiences, prospects and leads
  • Customer engagement
  • Effective content distribution channel for thought leadership content, corporate communications and public relations
  • Engage brand ambassadors and vendor partners
  • Enable an additional client support channel, and
  • Foster employee advocacy.

Social media marketing tends to be referred to as an organic social acquisition channel. When used in conjunction with social media advertising, or paid social, the combined efforts can be highly effective for B2B tech companies.

If your company is just starting out with social media marketing, the best platform to commit to growing on is LinkedIn.

How can a digital marketing agency in Australia help me?

Digital marketing agencies in Australia can provide you with a range of digital solutions to support brand and marketing efforts.

Whether you want to launch an advertising campaign to increase traffic to your website, grow brand awareness on social media, or improve your email performance, digital marketing experts company can help you meet your business goals.

The top digital marketing agencies can help you with:

  • Define your SMART goals
  • Create a marketing strategy and content strategy
  • Execute within a budget
  • Increase organic traffic and organic growth
  • Contribute pipeline growth for sales teams to convert new customers
  • Support data-led insights and decision making
  • Track ROI.

That’s why choosing the right digital marketing agency for your business is so important.

What is digital marketing for tech companies?

Digital marketing is the process of establishing brand presence and attracting, qualifying and nurturing prospective customers through targeted marketing activities online.

Technology companies deploy a range of marketing strategies to generate demand, attract prospects, identify, qualify and nurture leads in order to convert them to customers. Effective marketing tactics will vary based on the type of tech company, the types of potential customers and whether the business is part of a channel partner program deploying through-channel marketing.

For more information, visit our practical resource guide Digital Marketing for Technology Companies.

What is a full service digital agency?

A full service digital agency is a marketing company that can support its clients with all aspects of digital marketing, which can include long term strategy, high quality content, web design, SEO and Google Ads.

This is different to a creative agency which usually focuses on delivering creative and design for its clients. These are sometimes called a boutique or specialist agency.

What is channel marketing?

Channel marketing is a type of marketing strategy completed by vendors and manufacturers with and through third party partners in a channel sales program distributing products and services to the market.

The purpose of channel marketing includes:

  • Contribute to revenue growth with through-channel marketing partner sales enablement, and
  • Increase a vendor channel program by attracting the right potential partners.

Channel marketing includes many different stakeholders along different stages of the channel.

How do I qualify B2B leads online?

Qualifying leads online is the process of using digital marketing tactics to be able to generate demand, recognise the general interests of leads in relation to their pain points and capture high intent leads.

Common tactics to register some form of interest or intent from leads in order to qualify them can include:

  • Content offer download
  • Webinar registration and attendance
  • Lead gen form completed on a social media platform
  • Demo inquiry, and
  • Contact form completed.

Qualified leads can be segmented by the following categories:

Why is SEO so important for B2B technology companies?

Search engine optimisation (SEO) for technology companies is crucial for any tech digital marketing plan.

Digital marketing and lead generation activities will ultimately include your website. SEO is how you can rise above the competition in a competitive online niche and attract more customers to your technology business.

These days, SEO is vital to a tech company’s online success. SEO will allow you to increase your site’s visibility in the organic search of Google and other search engines, leading to increased website traffic and making it a fantastic lead source and the first step on your customer’s journey towards a sale. It is your most powerful tool marketing tool when it comes to lead acquisition if effective SEO methodologies are applied.

For more information, visit our practical resource guide SEO for Technology Companies.

What are the best marketing tools today?

Whether you’re looking to develop your marketing technology (MarTech) or want to understand what the best digital agencies use, the reality is that every organisation is different and has different business objectives.

The MarTech ecosystem is huge and the amount of tools available make hard to choose what would be best.

Some of the best marketing tools we use or support our clients with include:

Marketing Automation

  • HubSpot
  • ActiveCampaign
  • Salesforce Marketing Cloud and Pardot

SEO

  • Google Search Console
  • Semrush
  • SE Ranking
  • SurferSEO

Email marketing

  • ConvertKit
  • Constant Contact
  • SendinBlue
  • MailChimp
  • As well as the marketing automation platforms listed above

Social media marketing management

  • Hootsuite

Digital advertising

  • Google Ads
  • Social media ad managers, such as LinkedIn Campaign Manager

Measuring and reporting

  • Google Analytics
  • Google Data Studio
  • Databox

Through-channel marketing

  • StructuredWeb

Channel partner management

  • Channeltivity
  • PartnerStack
  • Invision Community
  • Channel Mechanics

Remember, any MarTech selected for a business will only be as effective as the time and budget invested to onboard, fine tune and use them in a committed and ongoing capacity. MarTech tools are exactly that – tools.

They need marketing managers who develop the expertise required to achieve the business goals envisaged.

Do you only work with B2B tech companies?

We specialise in partnering with B2B tech companies and vendor channel programs.

While our focus is on B2B tech, we have extensive experience working with B2B companies in complex channel ecosystems. This means we sometimes partner with original equipment manufacturing (OEM), construction, engineering and other professional services firms that operate in complicated and multi-staged channel sales environments.

While the niche vertical might be different, the B2B marketing strategies and methodologies are the same.

Want to talk about whether we’re a good fit for your B2B company? Talk to us.