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IT and Software Performance Marketing Services: Decision-Makers Not Trials
LinkedIn for role-targeted outreach and Google Search for technology-specific searches, built for IT and software firms and measured on qualified project enquiries.
IT services performance marketing runs LinkedIn for role-targeted decision-maker outreach and Google Search for technology-specific project queries, with messaging built for project-based buyers rather than subscription trials. Reported against qualified project inquiries and cost per opportunity.
Paying for attention from the right twenty people
IT services sales cycles are long and deal values are high, so volume is the wrong goal. A campaign that brings ten conversations with the right heads of engineering beats one that brings three hundred downloads from students. We plan around account lists, job titles and specific project searches, and we judge everything on qualified opportunities.
Where each channel earns its place
| Channel | Best use | Watch out for |
|---|---|---|
| Google Search | Specific project and technology searches with intent | Broad terms like “software company” that burn budget |
| LinkedIn Ads | Reaching named accounts and job titles with case studies | High cost per click, so creative has to be sharp |
| Retargeting | Bringing back visitors from case-study and pricing pages | Frequency caps, so you do not annoy senior buyers |
| Review sites | Clutch and similar directories for shortlist-stage buyers | Paying for placement without enough reviews to back it |
Why the handover to sales matters
Gartner found 67% of B2B buyers prefer not to deal with a sales rep during the buying process (Gartner, March 2026). When they do fill in a form, they expect a useful reply fast. We set up routing, a short qualification step and an automatic follow-up with relevant case studies, so marketing-sourced leads do not go cold waiting for a callback. Our guide on why sales ignores marketing leads covers the handover in more detail.
Upload closed deals back into Google and LinkedIn as offline conversions. The platforms then learn which clicks became revenue, not just which ones filled a form.
What we run
- Account and job-title targeting on LinkedIn with case-study led creative
- Google Search campaigns built around technology and problem keywords
- Landing pages per offer, with proof above the fold
- CRM integration and offline conversion uploads
- Monthly review of cost per qualified opportunity and pipeline value