Digital Marketing for
Technology Companies
A buyer compares three or four options, reads your pricing, skims your docs and asks two colleagues. Almost all of that happens before anyone at your company knows they exist. We work on the part of it you can influence.
Your reality
How software gets chosen before you ever meet the buyer.
None of this shows up in your CRM, and all of it decides whether you make the shortlist.
Most of the decision happens before the form
By the time somebody requests a demo they have usually read your pricing, skimmed your docs, compared you against two named competitors and asked someone they trust. Your sales team meets them at the end of that process. What you publish is what does the work in the middle of it, and for most companies here that middle is empty.
Your pricing page is read more carefully than your homepage
It is the page buyers open first and the page most technology companies leave vaguest. Hiding the number does not remove the question, it moves the buyer to a competitor who answered it. A range, a starting point or a clear explanation of what drives the cost keeps people in the process instead of guessing.
Your documentation is marketing whether you treat it that way or not
Docs, changelogs and integration guides are often the most visited pages you own and the ones nobody in marketing ever looks at. They rank, they get cited, and they answer the exact questions a technical evaluator has. Treating them as an engineering chore leaves your most credible content unmanaged.
A real share of your buyers are searching in English
Technical buyers in Latin America read documentation, comparison posts and forum threads in English as a matter of routine, and often search that way too. If everything you publish exists only in Spanish you are invisible to part of your own market, frequently the part with the larger budget.
What goes wrong
The four mistakes we see most in technology.
These are not beginner errors. We see them at companies with real products and real revenue, and each one quietly costs deals that were already close.
The site is written for investors, not buyers
Language about platforms, ecosystems and transformation reads well in a pitch deck and tells a buyer nothing about whether the thing solves their problem. The visitor wants to know what it does, who it is for, what it costs and what it connects to. Answer that first and save the vision for the people who asked for it.
The blog is written for keywords instead of questions
Publishing to hit a volume target produces posts nobody finishes and that no assistant would ever cite. The posts that work answer the specific questions your sales calls keep repeating, written by somebody who has actually heard the objection. Fewer, better and closer to the product beats a weekly output nobody reads.
Paying for the category term everyone else is bidding on
The broad category keyword is expensive because every funded competitor is buying it, and it converts badly because the intent behind it is vague. The terms worth paying for are narrower: the integration, the specific use case, the comparison against the tool they already run, the problem stated in the buyer's own words.
No proof anybody outside the company can check
A wall of client logos is not evidence. A named customer, a described problem and a specific outcome is. Plenty of technology companies here cannot publish client names, which is a real constraint, but an anonymised case study with real numbers still beats a logo grid, and buyers read it that way.
What we would start with
For technology, in this order.
We offer five services and technology companies rarely need all five at once. This is the order that usually produces the most change for the least spend, and it is not the order we would give a restaurant or a clinic.
1 · SEO
The work that compounds. Pages answering what your buyers actually type: the use case, the integration, the comparison against the tool they run today, the question your sales calls keep repeating. Slow to start and hard for a competitor to undo once it holds, which is why it goes first for a product with a long sales cycle.
2 · Diseño Web
Not a redesign for its own sake. A pricing page that answers the question, a homepage that says what the product does in the first screen, docs that load quickly, and a signup or demo path that works on a phone. This changes how many of your existing visitors get in touch, and it is measurable the week it ships.
3 · Google Ads y Facebook Ads
Worth running on the narrow, high intent terms and for staying visible on comparison searches while the organic work matures. We would not put your budget on the broad category term. For most technology companies here Google Ads carries the weight and Facebook Ads does very little.
4 · Redes Sociales
Mostly LinkedIn, and mostly the founders rather than the company page. In this industry the account people follow is a person explaining how something works, not a brand posting release notes. It is real, but slower than the three above and it depends on somebody internal being willing to show up.
AEO · being named when somebody asks for a recommendation
Which tool should we use for this is now asked of an assistant about as often as it is asked of a colleague, and the reply names two or three products. Your buyers are, by profession, among the heaviest users of these tools. For technology this is not a future consideration the way it still is for most industries. It is already happening in your category.
Being named means your documentation, your pricing and your comparison content are structured so an assistant can read and cite them. Almost nobody in these markets is doing that work yet, which is exactly why it is worth moving on now rather than in a year.
What changes
What working looks like for you.
These are the things we report on, because they are the things we control. Whether a qualified visitor becomes a customer depends on your product, your pricing and your team, and that part is yours.
You appear while they are still comparing
You rank for the terms buyers use during evaluation, including the comparisons and the integration questions, not only your own product name. We report the positions and how they moved.
More of the right people arrive
Search traffic to the pages that matter, which pages people enter on, and how many of them reach pricing or docs. In technology the entry page tells you more than the total, because it shows which problem brought them.
Fewer people leave before asking
A clearer pricing page and a shorter path to signup or demo change how many of your existing visitors get in touch. This is measurable from the week it ships, before any new traffic arrives.
You can see what each enquiry cost
When ads are running, you see tracked actions and cost per action in your own account. That is what tells you whether a campaign was worth repeating, rather than a feeling about how the quarter went.
Get a market snapshot for your software or IT company
Before any talk of scope or price, we will pull what people in your market actually search for when they are looking for a product like yours, roughly how many of them there are each month, who currently holds those positions, and where the realistic gap is. Written up and sent to you. No charge.
Where we deliver
Technology, in your market.
A SaaS company in Panama City sells across borders and is found in two languages. An IT services firm in Medellín competes for contracts that are decided locally, by people who want somebody they can meet. The work is built for whichever of those you actually are.
Questions
Frequently asked questions
We sell across the region, not in one city. Does location even matter?▾
Our product is technical. Can an agency write about it credibly?▾
Is LinkedIn worth it or is it mostly noise?▾
Our product changes every month. How do we market something that keeps moving?▾
Do we need the site in English as well?▾
How long before we see results?▾
We have a developer who handles the website. How does that work?▾
Who would I actually be working with?▾
Who you deal with
You will be working with Aylin.
Aylin spent her career in marketing and in enterprise marketing software sales, working with major brands and companies throughout Latin America. She has sat across the table from marketing directors defending a budget and reporting results upward, which means she already knows what a plan has to look like before anyone can say yes to it.
That is why a first conversation with her feels closer to a diagnosis than a pitch. She will want to know what you sell, where your customers find you today, and what you have already tried. Then she will tell you which of the five services would change things fastest for your business, including when the answer is that you do not need all of them.
She works in Spanish or English, whichever you prefer, and inside your business hours. She handles your account herself from that first message through to the monthly reviews, so nobody hands you to a junior once the contract is signed and you never start over explaining your business to someone new.
Let us look at your market first.
Tell us what you build and who buys it. You will get back a snapshot of what people in your market search for when they are looking for a product like yours, who currently comes up, and what it would realistically take to be one of them.
Request your market snapshot →