Exploring The Digital Marketing Dynamics Of MSME Technology Services Companies In India

Abstract

The study explores Go-To-Market (GTM) strategies for MSME technology service companies in India, focusing on market outreach, digital marketing, and revenue optimization. Given the booming SaaS industry, understanding conversion drivers and market positioning is crucial.

A structured survey with 301 responses from sales and marketing professionals revealed key insights. Engagement-driven strategies, referral traffic, and customized user experiences emerged as the strongest conversion factors. B2B firms (₹10-50 Cr revenue) perform better, leveraging content-driven engagement, while B2C companies benefit from pricing strategies and influencer marketing.

Machine learning analysis confirmed that higher engagement (5%+) increases conversions, while generic social media campaigns underperform. Companies prioritizing referral programs and data-driven personalization achieve superior ROI.

The findings offer strategic insights for Indian SaaS firms, highlighting the importance of adaptive marketing, technological investments, and customer segmentation to optimize GTM approaches. Future research should explore regulatory impacts and financial disclosures for deeper industry insights.

COMPLIANCE WITH ETHICAL STANDARD

 Conflict of interest- The author declares that there is no conflict of interest.

1. a) Funding (needed only if applicable)- The research was self-funded by the author.


2. b) Ethical approval- Not Applicable


3. c) Informed consent- It was Taken.