Technology and IT services taught me patience-architecture: buying cycles that run quarters, committees where the user, the buyer, and the budget holder are three different people, and deals that die invisibly in internal meetings you will never attend. Marketing here is the art of being present and persuasive in rooms you are not in.

The work is pipeline-focused content strategy: technical credibility content for the evaluators, business-case content for the budget holders, and the comparison and proof assets your internal champion forwards when it matters. Combined with the long-cycle nurture that keeps you present for eighteen months without becoming noise.

What Makes This Industry Different

Common Questions

Do you work with IT services companies or product companies? Both: services firms fighting commoditisation and product companies fighting long cycles. The stakeholder mapping differs; the discipline is shared.

How does AI change tech marketing? Tech buyers were the first to move research into AI assistants. Citation presence and structured technical content are already deciding shortlists in this industry.

The Tech Marketing Playbook I Run

The Numbers That Matter in This Industry

From the Field

Technology clients taught me to respect the invisible funnel. A deal that surfaced as an inbound demo request had typically been researched for months: documentation read, comparisons studied, a champion quietly building a case internally. Marketing's job was to have been present at every one of those private moments with exactly the right depth. The engagements that worked built content as a system of altitude-matched assets; the ones that struggled published thought leadership and waited.

That committee-buying fluency now anchors my B2B work broadly, and it is increasingly relevant everywhere: as AI assistants become the first research stop, every industry's buying journey is going private the way tech's always was.

Do you handle developer-audience marketing? Yes, with the golden rule intact: developers buy documentation quality and technical honesty, not campaigns. Content for them is engineering respect made visible.

Services firms or product companies? Both. Services firms fight commoditisation with authority and proof; product companies fight long cycles with champion enablement. Same discipline, different pressure points.

Is This Engagement Right for You?

Explore the services behind this work: SEO consulting, conversion optimisation, and fractional growth leadership. Or see all industries I work with.