Introduction: Highest Budgets, Most Demanding Clients
IT and software companies are a segment with the highest budgets for external services across Central Europe. At the same time, it is a segment where it is easiest to make a bad impression.
The reason is simple: decision-makers in IT companies are technically savvy, receive dozens of offers daily, and can immediately recognize when someone is talking about things they do not understand. A generic email with phrases about "complex digital solutions" will end up in the trash faster than anywhere else.
On the other hand — when you come with a specific, professionally backed offer, you are dealing with a client who has a budget, decides quickly, and understands the value of professional work.
According to data on the Slovak market, nearly 2,500 new companies were established in information technology in 2025, with the most significant growth in IT consulting. In Switzerland, IT and software account for more than 12,000 companies. The segment is growing across the region.
1. Why IT Companies Are an Interesting Segment
High Budgets. A software company with twenty developers has completely different financial capabilities than a café or a construction company of similar size. Budgets for marketing, recruitment, and external services are significantly higher.
They Understand the Value of Professional Work. They will not ask why something takes eight hours. They sell professional work themselves and know how it is valued.
They Decide Quickly. Less bureaucracy than in corporations, flatter structures, shorter approval processes.
They Have Recurring Needs. Recruiting developers is an ongoing problem in this segment. Content marketing and employer branding are long-term services.
Growing Segment. New IT companies are continuously emerging, and the youngest ones do not have established suppliers.
2. What Not to Offer IT Companies
This is more important than a list of services to offer.
Do not offer website creation if you are not a specialist. They have their own developers. They can create a website themselves — and better than most external suppliers.
Do not offer them "digital solutions" and "IT support." They are IT companies. This is like offering bread to a baker.
Do not offer them process automation through common tools. They can do it themselves, usually better.
Do not use technical jargon that you do not fully understand. They will spot it immediately and you will lose credibility.
Rule: Offer IT companies what they do not do themselves and do not enjoy doing. And that is almost always something outside of technology.
3. What Services IT Companies Really Need
Recruitment and Employer Branding. This is their biggest problem. Finding good developers is harder than finding clients. Services like career pages, content about company culture, management of profiles on job portals, company videos, or campaigns targeted at developers have immediate value.
Content Marketing and Expert Content. IT companies know how to write code, but few of them have the time and desire to write articles. Yet expert content is the main way to build authority and acquire clients in this segment. Technical copywriting is a high-value service with low competition.
LinkedIn and Personal Branding of Founders. In B2B software, clients buy from people, not companies. Building the profile of the founder or CTO is a service they value.
Video and Visual Content. Product demos, company videos, behind-the-scenes development. They have things to show, but no one to film it.
Graphic Design and UI/UX. Many smaller software companies have developers but lack a designer. Product design, presentations for investors, marketing materials.
Performance Marketing for SaaS. If a company sells its own product, it needs user acquisition. Google Ads, LinkedIn Ads, conversion optimization.
Localization and Translations. Software companies are expanding. Localizing products, documentation, and marketing materials into other languages is a recurring need.
4. How to Find IT Companies to Approach
In DataSend.ai, you can set filters:
Industry: Information Technology, Computer Programming, IT Consulting, Software Services.
Number of Employees: This is a key filter. A company with five people has different needs than a company with one hundred. For most services, the most interesting segment is 10 to 100 employees — large enough for a budget, small enough not to have its own department.
Region: IT companies are concentrated in larger cities.
Web Score: Note — this filter works the opposite way for IT companies than elsewhere. A weak website does not mean opportunity, but rather a company that does not care about its presentation at all.
Practical Tip Before Approaching: Check if the company is actively hiring. Job postings on job portals are the best signal — a company looking for five developers has an acute recruitment problem and is open to help.
5. How to Write an Email to an IT Company
Be specific, concise, and free of marketing fluff. Technical people appreciate straightforwardness.
Example with a Recruitment Angle:
“Hello [name], I noticed you are looking for three backend developers — the ads have been running for over a month. With the current competition for senior talent, how a company looks from the outside often makes a difference: career page, content about working at your company, visibility of founders. I help IT companies with this type of content. I have three specific suggestions for your situation — can I send them?”
Example with a Content Angle:
“Hello [name], I checked your blog — the last article is from March. Given your specialization ([specific area]), expert content is one of the few ways to get in front of technical decision-makers. I write technical content for software companies. Can I send you a sample on a topic that is relevant to you?”
Why It Works: Specific, verifiable observation. A problem the company actually has. No phrases. A clear and easy next step.
6. Segment Specifics
The Founder, CTO, or Marketing Manager Decides. In companies with up to 20 people, it is almost always the founder. Over 50 people, there may be a marketing or HR position.
They Expect Expertise in Their Context. You do not need to know how to program, but you should understand what the company does. The difference between "you make software" and "you make B2B SaaS for logistics" is crucial for them.
They Value Data and Specific Numbers. General promises work worse for them than anywhere else. Show numbers, methodology, and how you measure results.
They Are Used to Tools and Processes. If you propose a clear process, deadlines, and a way of communication, they will be happier than with a loose agreement.
They Hate Unnecessary Meetings. Short, to-the-point calls. If something can be solved via email, solve it via email.
Be Careful with Exaggerated Promises. A technically savvy person will verify whether what you claim makes sense. One unsupported statement can end the entire conversation.
7. How to Build Long-Term Cooperation
The IT segment is great for retainers because their needs are recurring.
Typical Sequence: A one-time project as an entry — for example, a career page or a series of articles. After success, a monthly collaboration on content or recruitment. Gradually adding other areas — founders' LinkedIn, video, localization.
Report in Their Metrics. For recruitment: number of relevant candidates, not post reach. For content: organic inquiries and positions for technical terms, not traffic.
8. How to Scale in the IT Segment
Specialize in a Sub-Segment. “Content Marketing for B2B SaaS” is stronger than “Marketing for IT Companies.” With narrow specialization, you can ask for significantly higher prices.
Build Your Expert Reputation. In this segment, the best marketing is to show that you understand things. Own content, speaking at professional events, or case studies with numbers.
Utilize the Community. The IT community is interconnected, and recommendations spread quickly. One satisfied CTO will recommend you to others.
Approach Systematically. In DataSend.ai, you can set a filter for IT companies by size and region and launch a campaign with automated follow-ups. With high budgets in this segment, a small number of conversions can lead to significant income.
Conclusion: Offer What They Do Not Do Themselves
IT companies do not need you to do technology for them. They need help with what is outside their expertise and interest — recruitment, content, branding, visuals, localization.
The key to this segment is specificity. No phrases, no general promises, no marketing jargon. Specific observation, specific problem, specific proposal.
It is a more demanding audience than most other segments. But also better paying.
Want to find IT and software companies to approach? DataSend.ai — filters by industry, size, and region, verified contacts, and campaigns all in one place.
