Marketing for software companies that need pipeline, not just traffic
Comparison pages that win the shortlist, demo requests routed to the right rep, and a CRM that shows what every channel is worth. One team runs the website, search, ads, content and HubSpot for software and HR tech companies competing against much bigger names.
Everything a software company needs to be found and chosen
From positioning to pipeline reporting, built for long sales cycles and skeptical buyers.
Positioning and messaging
A clear answer to "why you and not the big name," written for the titles that sign, and carried across the site, ads and sales decks.
Websites built to convert demos
Product pages, comparison pages, pricing content and demo flows, built in WordPress and tied to your CRM.
SEO and AI search
Rank for the problems your software solves and get cited when buyers ask an AI assistant for options.
Search and LinkedIn ads
Paid search for high-intent terms and LinkedIn campaigns aimed at the right titles and industries.
Website visitor identification
See which companies are on your site and what they looked at, then follow up while they're still comparing.
HubSpot and sales alignment
Lead routing, sequences, pipelines and reporting so sales knows where every lead came from and what to do next.
Pipeline by source
Opportunities and revenue by channel, reported monthly.
Buyers shortlist before they ever talk to sales
Software buyers research on their own, compare three or four options and only then book a demo. If you're not in that research, you're not in the deal.
- Be in the comparison. Pages that answer "X vs Y" and "best tools for" put you on the shortlist.
- Shorten the cycle. Clear pricing, proof and demos remove the back-and-forth before a call.
- Know what works. Pipeline reporting by channel tells you where the next dollar goes.
- Keep sales and marketing on one page. HubSpot connects the ad click to the closed deal.
Plan, build, launch, report
The same process whether you need a full rebuild or a sharper funnel.
Audit and Blueprint
We review your site, rankings, competitors and CRM, then write the plan: positioning, pages, channels and KPIs.
Build
New site or new pages, content, tracking and HubSpot setup, with sales involved from the start.
Launch
Search, LinkedIn and content campaigns go live with lead routing and follow-up in place.
Report and refine
Pipeline by channel every month, with what we changed and why.
A payroll and HR software company that needed to compete with ADP and Paycor
A research-based Blueprint, a new website built to win comparisons, a coordinated launch and now ongoing marketing, HubSpot and sales support from one team.
"Thanks to Acorn To Oak Media Group, this is the best website we've had yet. They truly led the charge in elevating our online presence, helping us rival our competitors in the payroll space."Guy DiMemmo, Founder and CEO, VCS HRRead the case study
Software marketing questions
We sell to a narrow niche. Can you still find buyers?
Yes, and narrow is easier. We build around the exact titles and industries that buy from you, with search terms, LinkedIn targeting and website visitor identification that tell us which companies are looking right now.
Do you know HubSpot?
We're a HubSpot Solutions Partner. Setup, migration, lead routing, sequences and reporting are part of most software engagements, so marketing and sales share one system.
Our sales cycle is long. How do you measure marketing?
By pipeline, not clicks. Every lead is tracked from first visit to demo to closed deal, and the monthly report shows which channels produced opportunities and revenue.
Can you compete with much bigger companies?
You don't have to outspend them. You have to be the clearer answer for the buyers you fit best. Comparison pages, honest pricing content and reviews beat generic ads from big vendors.
Do you write technical content?
Yes. We interview your product and support people, then write the comparison pages, guides and demos in plain language that buyers and AI assistants both understand.
Let's build your pipeline.
Ask for a complimentary audit. We'll review your site, your search visibility and your competitors, and tell you where the demos are hiding.