Trials that convert.
Senior-led paid media, technical SEO and AI search for software and technology companies, judged on qualified pipeline and paying accounts rather than sign-ups.
Built for technology and software.
Software marketing produces many numbers that are not revenue: sign-ups that never activate, demo requests from people who will never buy, trials that lapse. An account optimised to cost per sign-up will find more of them. The buyers who matter compare vendors carefully, read reviews and may ask an AI assistant for a shortlist.
The work here ties spend to revenue. Product and CRM data is sent back to the ad platforms so campaigns learn which sign-ups became paying accounts, LinkedIn and search target the roles that buy, and comparison, pricing and integration pages are built so search engines and AI assistants can read them.
What a technology engagement covers.
- Google and Microsoft search for category and competitor intent
- LinkedIn for role and account targeting
- Trial, demo and pipeline tracking into your CRM
- Offline conversion import of paying accounts
- Comparison, pricing and integration page SEO
- AI search visibility for vendor shortlists
- Server-side tracking and Consent Mode
One senior mind, audit to invoice.
One senior operator runs acquisition and measurement together, with bidding tuned to the sign-ups that become pipeline and paying customers rather than the cheapest ones.
Attribution runs from the first click into your CRM and product data, so the board sees which spend produced revenue, measured over a window long enough for your sales cycle.
How the sector reads to AI.
In the Crane Index scan of 1 October 2026, the Technology and Software benchmark scored the websites of 123 organisations for AI readability, how well AI systems can read them. The median score was 57 out of 100, and 16 scored 70 or more. Dynatrace led, at 88. Read the Technology and Software benchmark.
Your own site can be scored the same way, free, so you can see where it sits against the sector before any work starts. Get your Crane Index score.
Technology and Software questions.
We get plenty of sign-ups but few paying customers. Can you fix that?
Often. A common cause is an account optimised to sign-ups. Importing which sign-ups became qualified or paying, and bidding to that, shifts spend towards the searches and audiences that produce customers.
Should we bid on competitor names?
Sometimes. Competitor terms can bring buyers who are comparing, and they can also be costly. They are tested with their own budget, judged on pipeline, and run within the platforms' trademark rules on ad text.
How do AI assistants decide which software to recommend?
They draw on sources they can read, such as your own site, review platforms and comparison articles. The Crane Index Technology and Software benchmark below shows how readable the sector's sites are, and the work raises yours.
The full stack, on one desk.
Every sector engagement draws on the same four disciplines, held by one senior practitioner. Take one, or the whole stack.
Creator of the AI Readability Suite
Senior work, sector by sector.
Start with a conversation.
A proper conversation with the person who would do the work. Tell me about your technology and software business and where you want to be, and you will get an honest read on what I would change, what I would leave alone, and where the real upside is.
Speak with NicThe senior read,
once a week.
Most marketing newsletters are noise on a schedule. This is not that. Once a week I send a short, considered read on the shifts that actually change what you should do, across the AI shift, PPC, technical SEO and analytics. Filtered, weighted and signed off by me before it goes out. The judgement is mine, and now you can hear every edition in my own voice.
Nic CraneFounder, The Crane Consultancy
Join readers of The Crane Standard.