Skip to content

The main trends in Digital Marketing for technology companies in 2015

Digital Results and Rock Content conducted a survey of more than 600 technology companies in Brazil to bring you the main trends in Digital Marketing in the sector. How is your company compared to the market average?

Have you ever stopped to ask yourself what are the digital marketing trends for Brazilian technology companies in 2015? How are they working? Where are they getting it right and where are they sinning?

In the absence of compiled data to answer these questions, we at Resultados Digitais together with Rock Content conducted a survey of more than 600 companies across the country.

The result was the report Mar. Tech: Digital Marketing Benchmarks for Technology Companies. Below, we’ll talk about some interesting points that the survey showed us. The full report is available at

The survey was conducted between August 11 and 17, 2015, and provides data on SaaS (Software as a Service) conversion and on the impact of the marketing process and sales model on the results of each company.

Held online between August 11 and 17, 2015, the sample is made up of volunteer participants, mostly partners and CEOs of small and medium-sized companies in the technology segment. In some cases, marketing analysts and coordinators, sales managers and company directors were also interviewed.

The report answers questions such as:

  • How do technology companies acquire their customers?
  • What pricing and distribution models do they use?
  • How are tech companies using marketing as an ally?
  • Is Digital Marketing part of the daily lives of these companies?
  • How is the adoption of marketing automation in the technology segment going?
  • Does Content Marketing help tech companies generate more leads and sell more?

Regarding the business model, it is worth noting that 87.29% are B2B companies while 12.71% are B2C.

We are now going to comment on some of the main conclusions that the report has brought us.

Companies that work with Inbound have a shorter sales cycle

Of the total companies surveyed, 55.78% work with an Inbound lead generation model and 44.22% with an Outbound model.

The survey showed us that 79.2% of companies that work with Inbound have a sales cycle of fewer than 90 days. In relation to Outbound companies, the percentage of this short sales cycle is lower: 64.6%.

The opposite is true. In other words, a sales cycle of more than 90 days corresponds to 20.8% of companies with an Inbound model and 30.2% in Outbound.

The average cost per lead is lower in Inbound companies

The difference in cost per lead between the Inbound and Outbound models is quite considerable.

While companies that work with Inbound carry an average cost per lead of R$ 48.71, in the Outbound model this value rises to R$ 108.00.

Translated, this means that companies that use the Inbound model spend less than Outbound companies to have the same amount of business opportunities.

Another similar point is that mostly Inbound companies are also better at converting visitors to leads: they convert 7.34%, while Outbound companies only convert 0.64%.

Companies that adopt Content Marketing have 5 times more visits

Of all companies interviewed, 70% say they already use Content Marketing. In addition to generating 5 times more visits than companies that do not have a Content Marketing strategy, they also generate an average of 6 times more leads.

The survey also shows that 56.7% of companies that use Content Marketing do not document their strategies. On the other hand, the 43.3% of companies that document their Content Marketing strategies have, on average, twice as many visits and 4.5% more leads.

The data proves the importance of not only investing in Content Marketing but also documenting the results. If your company does not yet have a documented strategy, the first step to take is creating personas. A very useful tool to get started is the Personas Generator, which will help you define the profile of your target audience. Identifying the number of visits, how many leads are generated per month and the cost for each lead are other points that facilitate the analysis to discover your results. And, with this data, know the way to expand them.

Blogs, rich materials and social media are the main lead generation strategies

The survey showed us that the most used strategy for generating leads is the publication of content on social networks (64.69%), followed by an indication of customers (57.59%), posting content on the blog (56.27 %), and media purchase (47.03%).

Organizations that post on social media have 3.4 times more visits to their website and generate twice as many leads compared to those that don’t.

The study also found that companies that publish on the blog have 6 times more visits than those that do not adopt this strategy. Also, companies that produce eBooks, whitepapers, webinars or other rich material generate 3 times more leads than companies that don’t publish any of these materials.

80% of companies use Email / Marketing Automation tools

Some of the questions proposed in the report were to assess whether companies that use automation software have more results than those that do not and what percentage of technology companies use this type of tool.

It was recorded that 80% use email/marketing automation tools and that this strategy has an impact on results.

Regarding the sales cycle, only 11.72% of companies that use automation have a sales cycle of more than 180 days, against 16.19% of those that do not. The reason is that the tools allow the development of lead nutrition strategies, such as sending newsletters, email marketing, and nutrition flows.

Regarding lead generation, companies that use marketing automation tools generate 6 times more leads, in addition to having a 50% lower cost per lead.

RD Station is the automation tool most used by technology companies in Brazil

During the research process, a relevant aspect that we took into consideration was to understand which tools technology companies in Brazil are using to carry out Marketing Automation strategies.

The RD Station, Digital Marketing Software Digital Results, stands out among the most used tools (41.12%). Next is MailChimp (26.03%) and its own automation tools (13.64%).

35% of companies already use Inside Sales as a business model

Our study revealed that, among all the companies consulted, most of them use Inside Sales as a commercial model (35.48%), followed by Mixed Sales (30.2%), Field Sales (19.8%) and Self Service (14.52%).

An important detail is in relation to the sales cycle that each of the commercial models has.

It was found that 81.03% of companies that use Inside Sales have a sales cycle shorter than 90 days. Percentage is significantly higher than Mixed Sales (63.6%) and Field Sales (51.46%).

However, it is the Self Service sale that has the highest rate, with 88% of companies with a sales cycle of fewer than 90 days. The model itself, in which the customer does not need to have contact with the seller and makes the decision on their own, justifies this percentage.

94% of companies will maintain or increase their investment in Digital Marketing in 2016

Our research concluded that the adoption of Digital Marketing continues to grow by leaps and bounds in technology companies.

Of the more than 600 companies interviewed, 55% intend to maintain the same investment and 39% have plans to increase their Digital Marketing budget in 2016. Of the 55% of companies that will maintain this investment, 30% already dedicate more than 50% of the budget in digital marketing.

The research showed us how the Inbound model has generated very expressive results in technology companies, and that Digital Marketing strategies have been proven to be advantageous, generating more visits, leads and, consequently, customers.