Industries · B2B software
Marketing agency for B2B software
Long sales cycle? Be there for all of it.
We'll reply within the hour (working hours).
Google AI answer appearances a day
About 10 a day in June 2026 to about 400 a day in September 2026. Source: Google Search Console.
Marketing for software that's bought by committee
Months of research, several people, one shortlist
Foundry is a marketing agency for B2B software companies with long, considered sales: we make sure every person in the buying group finds clear answers, from the first search to the demo, the comparison and the procurement questions. That means SEO and AI search, comparison and use-case pages, demo pages that convert, LinkedIn and Google Ads, and digital PR. For BidScript, UK bid management software, it meant 40x more Google AI answers in 3 months.
At a glance
- What
- B2B software marketing: comparison and alternatives pages, use-case and industry pages, demo pages, security and procurement content, SEO, AI search, ads and PR.
- For
- Software companies selling to businesses or the public sector, with demos, trials, tenders and several decision makers.
- Speed
- Averages: Google Ads set-up 3 hours, first PR feature 7 days, website 5 days kick-off to live.
- Price
- Websites from £499 + VAT. Everything else is a fixed price in writing after a short call.
- Proof
- BidScript: 40x more Google AI answers in 3 months, +389% search impressions in 6 months, featured in The Times.
- Where
- Based in Melton Mowbray, Leicestershire. Clients across Leicestershire, Nottingham, the East Midlands and the UK, in person or remotely.
- How to start
- Book a call. We'll reply within the hour (working hours).
Ready when you are.
We'll reply within the hour (working hours).
What makes B2B software marketing hard
The sale is long, and most of it happens before anyone talks to you.
Buying groups
Users, managers, IT and finance each have different questions. One generic homepage answers none of them.
Long cycles
Months between first visit and signed contract, so last-click reporting misses most of what worked.
Comparisons
Buyers line you up against competitors. If you don't publish a fair comparison, someone else will.
Procurement and tenders
Security, data and supplier questions that stall deals when the answers are hard to find.
Demos that don't happen
A vague book-a-demo page with no idea what the demo shows.
The services that fit B2B software
Content for tenders, procurement and demos
Answer the questions that stall deals
- Comparison and alternatives pagesFair, factual, and the kind of page assistants read when asked to compare.
- Security and data pagesWhere data is stored, how it's protected and which standards you meet, in plain text.
- Procurement-ready factsSupplier details, accessibility and policies in one place, so tender responses are quicker.
- Demo pagesWhat the demo covers, how long it takes and who should come.
- Case studies by sectorProof for each type of buyer, with a timeframe on every number.
Selling to the public sector? Tenders are published on Find a Tender and Contracts Finder. Your site should make it easy for evaluators to check you out.
Our averages. Not our best days.
Our averages
5days
Website, kick-off to live
3hours
Google Ads setup
4hours
Meta Ads setup
7days
To a first PR featurethis service
20mins
Average reply time
Why software companies pick Foundry as their marketing agency for B2B software
We've done it in a research-heavy niche.
BidScript's buyers compare suppliers carefully. We built the content and PR that put it on their shortlists.
Reports that follow the deal.
Leads tracked into your CRM, so you can see what started each deal, not just the last click.
Strategy and delivery together.
Josef runs strategy, Robert writes and pitches, Paul builds and integrates.
Fast.
Ads in hours, pages in days, and a monthly report on the 1st.
B2B software proof: BidScript
UK bid management software, with SEO, AI search, comparison pages, content, PR and paid ads.
40x
more Google AI answers in 3 months
+389%
search impressions in 6 months
The Times
featured in July 2026
- Featured in The Times
Also working with
12 brands and counting
- WorkMule
- Backpedal
- BidScript
- Oxford Brookes University
- London Neurology Partnership
- 2XN
- Against All Odds UK
B2B software marketing FAQs
Answer every buyer's questions before they ask: use cases, comparisons, security and pricing approach. Then stay visible with search, ads and PR across the months they take to decide.
Yes, if they're fair and factual. Buyers look for them, and AI assistants read them when asked to compare tools.
Yes. Search volumes are small, but each search is valuable. BidScript grew search impressions 389% in 6 months in a specialist niche.
We write the pages evaluators look for: supplier facts, security, accessibility and case studies. We don't write tender responses.
We track leads into your CRM with their source, and report on meetings, demos and pipeline as well as traffic.
The SaaS page covers trial-led and demo-led growth for any software. This page is for B2B software sold by committee, with procurement and long cycles.
Related services
Ready when you are. Probably before.
Tell us what you need. We'll reply within the hour (working hours), and most websites go live about 5 days after kick-off.
We'll reply within the hour (working hours).
Or email hello@foundryagency.co.uk