Supply chain software is sold to committees. A sourcing platform, a should-cost tool or a freight invoice system reaches procurement, logistics, finance and IT before anyone signs, and each of them researches the category on their own first. The four partners below have worked with supply chain and procurement technology companies and understand that buying process. We chose them for a stated focus on the sector, named clients in it, and a clear specialty.
Pick by specialty first. AI search, PR, product marketing and partnerships each solve a different problem. The right partner depends on which one is your constraint.
Ask for named clients in your segment. Direct materials sourcing, eSourcing and freight technology have different buyers, and a partner that has sold into yours will be productive sooner.
AI search now shapes the shortlist. Enterprise buyers ask ChatGPT, Google's AI Overviews and Copilot which vendors to evaluate. Your marketing has to earn a place in those answers as well as in Google's results.
The best marketing agencies for supply chain software
1. Generate More: AI search and SEO for supply chain and procurement software
Website:generatemore.ai Specialty: AI search visibility (answer engine optimization) and SEO for B2B software companies
Generate More is a Helsinki-based practice founded by Lari Numminen, a three-time CMO who has run marketing inside a procurement analytics company. It works with supply chain and procurement software companies on how Google and AI assistants describe them, and it measures the work in demo requests.
Supply chain and procurement technology clients:
Suplari: AI agents for spend analysis and procurement analytics
LightSource: AI-native procurement platform for direct materials
True ValueHub: AI-native direct material sourcing and should-cost analysis for manufacturers
KNNX: transaction assurance and freight invoice automation for supply chain partners
DeepStream: eSourcing software for mid-market procurement teams
Art of Procurement: podcasts, webinars, guides and events for procurement leaders
The evidence, in three published case studies:
ProcureTech marketing case study: an enterprise ProcureTech platform grew demo requests 20x in 17 months, from 1.7 to 33 a month. Two in three attributed requests started with a search or an AI answer, and the client's website became the most-cited domain in its category's AI answers.
Art of Procurement case study: 10x search traffic within six months for the community media brand for procurement leaders.
Enterprise sales case study: 22x organic traffic and 10x new sales meetings within 12 months for an enterprise software startup competing with Celonis, UiPath, IBM and Microsoft.
Demo requests per month for an enterprise ProcureTech client, by where the buyer found the company. Source: client HubSpot. Read the case study.
Best for: supply chain and procurement software companies that want to appear in the AI answers and Google results their buyers use to build a shortlist, and to see the effect in pipeline.
2. Corporate Ink: PR for procurement and supply chain technology
Website:corporateink.com Specialty: B2B technology PR, media relations and thought leadership
Clients shown on its procurement page: Jaggaer, LeanDNA, Fairmarkit and ORO.
Best for: fast-growing supply chain and procurement technology companies that need U.S. media visibility and credibility.
3. Liberis Consulting: product marketing and positioning
Website:liberisconsulting.com Specialty: Positioning, product strategy, go-to-market and analyst relations
Liberis Consulting advises B2B technology companies in procurement, supply chain, finance and adjacent sectors on product strategy and market positioning. Its analyst relations work helps companies build credibility with the analysts and industry experts who shape buyer perception.
Clients quoted on its site: Prewave (supplier risk management), riskmethods and Raindrop.
Best for: supply chain software companies that need a sharper position, a defined ideal customer profile or preparation for analyst briefings.
4. James Meads: partnerships and procurement software expertise
Website:jamesmeads.com Specialty: Go-to-market, content and partnerships for procurement technology companies
James Meads is a procurement technology consultant and host of The Procurement Software Podcast, which has published 172 episodes since March 2020. He also founded ProcurementSoftware.site, a directory of digital procurement solutions.
Best for: sourcing and procurement-side supply chain software companies that want an insider's network, partnerships and audience.
Agency comparison
Agency
Specialty
Best for
Supply chain and procurement clients
Generate More
AI search and SEO
AI and Google shortlist visibility, measured in demo requests
Suplari, LightSource, True ValueHub, KNNX, DeepStream, Art of Procurement
Supply chain software categories are narrow and technical. Someone comparing freight audit tools or should-cost software already knows the vocabulary, the incumbents and the integration questions, and content written by a generalist loses that reader within a paragraph.
The buying group is also wide. Logistics, procurement, finance and IT each weigh a different risk, so marketing has to answer each of them without contradicting itself. Partners who have worked in the sector already know which questions each stakeholder asks.
AI search raises the stakes further. When a buyer asks an AI assistant which supply chain platforms to shortlist, the answer draws on comparison pages, reviews, analyst coverage and trade media. A company missing from those sources is missing from the answer, however good the product is.
How to choose
Start with the constraint. If buyers cannot find you, prioritise AI search and SEO; if media and analyst credibility is the gap, prioritise PR. An unclear position is a product marketing problem, and it should be solved before you invest in reach. Partnerships pay off once the product is ready for ecosystem distribution.
Then ask each partner for named clients in your segment, the metric it reports on, and who does the work day to day.
FAQ
What does a supply chain software marketing agency do?
It helps software companies that sell into logistics, procurement and operations teams build awareness and pipeline. Depending on its specialty, it runs AI search and SEO, PR, content, product marketing or partnership programmes, adapted to long enterprise buying cycles.
Is marketing supply chain software different from marketing logistics services?
Yes. Logistics service providers such as 3PLs and freight brokers usually sell capacity and service levels to shippers, often through sales teams and local search. Supply chain software companies sell a product to a buying committee over several months, so their marketing depends more on category content, comparison pages, analyst relations and AI search visibility.
Should supply chain software companies invest in AI search?
If their buyers research vendors before contacting sales, yes. In Generate More's enterprise ProcureTech programme, AI assistants' share of demo requests grew from 4% to 17% within about a year, and two in three attributed demo requests started with a search or an AI answer. See the ProcureTech case study.
Bottom line
Supply chain software companies sell complex products to wide buying groups, and more of that buying starts in AI answers. Choose the partner whose specialty matches your constraint and whose client list shows it has sold into your segment before.
Disclosure: This list is published by Generate More, which includes itself as the first entry. Descriptions of the other partners are based on their own websites, linked in each entry.
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