Software suppliers and developers are guaranteed to be tech-savvy. They'd have to be because common sense would tell you that you can't sell a product you yourself have little knowledge about the industry it's in. Speaking of which, it's no big surprise either that all those in the software industry make heavy use of more digital methods of marketing and business lead generation. These range from email marketing to creating an attractive website to give more additional information on the product.
B2B software is no exception. A simple google search will present you several websites for software applications for Business Intelligence, HR management, and other programs for enterprise management (some of then are even open source).
Because of this, there is a danger of depending too much these methods and neglecting more traditional and classical methods (e.g. media advertising, telemarketing, business cards) for back up.
Now why is this important? Aren't these methods discarded and neglected because of the very flaws that online and digital methods have managed to remedy?
The truth is that's not always the case. The flaws of one old method will always find a way to carry over to a new one. Telemarketing is often cited as a popular example of how abuse and misuse can stigmatize a practice. When you look at the MO of telemarketing scams, you'll notice a starking similarity in content when you compare the typical promises of saving money and raffle winnings to the content of web page ads stating that you won a certain prize.
Still, those aren't so much reasons to stop using them as they are to show you that no method is perfect. In fact, the best way is to try use different methods in effective combinations. That or outsource to a lead generation group that does!