5 Demand Generation Best Practices for IT Service Companies

Though there are enormous opportunities to be had in the IT services industry today, the competition is also growing by the minute. Not only do organizations need to establish their prominence over other IT consultancies and service providers, but they also need to prove their value in the face of the ever-growing self-help SaaS industry.


Worldwide IT spending is on pace to total $3.8 trillion in 2015 — a 2.4 percent increase from 2014. – Gartner

Fortunately, IT service companies can edge out the competition from both sides by focusing on and improving their demand generation efforts.

In short, demand generation is about driving market awareness, interest, and excitement to your company. When done correctly, it can deliver all sorts of appealing benefits – including filling your pipeline with qualified leads, driving revenue, acquiring new customers, and ensuring your company’s long-term profitability.


54% more leads are generated by inbound tactics than traditional paid marketing. – HubSpot State of Inbound, 2014

With that said, here are the five demand generation best practices for IT service companies to adopt in 2016 and beyond:

Web design - 5 Demand Generation Best Practices for IT Service Companies

1. Invest in an optimally designed website.

As the IT landscape becomes more competitive and significant, it’s increasingly important to ensure that your website is attractive, fresh, user-friendly, and engaging. Gain a competitive advantage by leveraging the highest-converting web design practices for IT service companies – adopting a grid layout inspired by Pinterest; using long scroll to provide a compelling user journey; generating high-quality content that educates and inspires; and using accessible, visually appealing images, typography, and site structure. All of these measures will engage your target audience and improve your demand generation efforts.

Related: How to Improve B2B Website Conversion Rates

5 Demand Generation Best Practices for IT Service Companies - Personas

2. Create targeted buyer personas.

Buyer personas are representations of your ideal customers based on the data you have about your current buyers. In using buyer personas to inform your content strategy, you can be sure that your messaging resonates with your audience – which will generate demand and improve conversions. To get started, you’ll want to collect demographics about the different customer segments you frequently sell to, as well as their company type, role, pain points, challenges, goals, etc. To gather this information, speak to your existing customers and sales team. From there, name each different buyer persona and craft content and messaging points designed specifically for them.

Demand Generation Best Practices for IT Service Companies - Content marketing

3. Generate content that engages your audience.

Creating boring content that’s oversaturated with tech lingo is a common mistake made by IT service companies. The reality is, buyers and prospects alike appreciate a break from dismal, stuffy content. As such, you’ll most likely notice a marked improvement in your sales, demand generation, and customer retention by creating content that’s designed to engage, educate, and inspire. To get started, develop a unique and accessible voice that will appeal to your customers and craft your content around their concerns, pain points, challenges, and desires – rather than the features of your service.

Related: Content and collateral for B2B marketing

SEO: Demand Generation Best Practices for IT Service Companies

4. Enhance your SEO strategy.

While most IT service companies already have an established SEO strategy, it’s important to revisit it routinely to ensure your efforts are optimized. To get started, we recommend further honing your keywords to ensure you’re speaking your customers’ language – rather than confusing them with technical jargon they don’t fully understand. This can be accomplished by brainstorming your core customers’ interests, needs, and potential searches, as well as examining emails and conversations with leads, prospects, and current clients. From there, create high-quality content around those keywords for each of your buyer personas, and optimize for ALL search engines (including Google, Yahoo, and Bing.)

Gated content marketing

5. Leverage gated content.

Gated content is premium, branded content that visitors can only access if they fill out a form and provide key information, like their contact, job title, location, company name, etc. In exchange, the visitor can access the content and your company can use their information to nurture them with targeted communications created with their interests, pain points, goals, and challenges in mind. To get started, create high-quality, valuable, and well-designed content, like an e-book, webinar, white paper, or case study. From there, make it shareable via social media, ask your advocates to spread the word, and feature the content prominently on your website and in your newsletters to make sure your target audience can access it easily.

Related: How To Improve Lead Generation Using Gated Content


  • “Worldwide IT spending is on pace to total $3.8 trillion in 2015, a 2.4 percent increase from 2014” – Gartner, https://www.gartner.com/newsroom/id/2959717
  • Hubspot State of Inbound: https://www.ironpaper.com/webintel/articles/inbound-marketing-statistics/

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Ironpaper is a B2B marketing agency and lead generation agency. Ironpaper integrates design, technology and marketing for the web to drive meaningful results for clients. We are based in New York City and Charlotte, NC.