Leading B2B tech companies start by clearly defining their target market and goals. This means identifying an Ideal Customer Profile (ICP) and buyer personas – understanding who has the problems your product solves (industry, job titles, pain points) and how they move through the buying journey
. Armed with this insight, they craft an integrated strategy combining
inbound
and
outbound
methods.
Inbound
tactics attract prospects through valuable content and education (getting potential customers to come to you), whereas
outbound
tactics proactively reach out via channels like email, calls, and LinkedIn
. Top tech firms use a balanced mix of both approaches
: for example, a strong content marketing foundation to draw leads in, complemented by targeted outbound campaigns to engage specific high-value accounts. Crucially, they set clear objectives (e.g. number of sales-qualified leads per quarter) and align marketing and sales teams from the start. A popular framework is to map the
funnel stages
– from initial inquiry to Marketing Qualified Lead (MQL) to Sales Qualified Lead (SQL) to opportunity – and assign ownership and criteria for each stage. Many companies adopt
Account-Based Marketing (ABM)