Tech company marketing: the secrets

Brilliant minds in engineering, research, and design look to solve the world’s problems but they don’t then shout about it. The technology industry is by nature very good at doing, and not very good at talking about their successes.

Marketing for tech companies is vital. Without sharing the advances that are made, businesses and individuals cannot take advantage of them — they don’t know they exist. So what are the secrets that we’re willing to share?

Tech startups marketing

Before marketing a tech startup, you need to put it in the foundations.

Start off with how you want to establish the brand. That means more than creating a fun name and an eye-catching logo: you need to understand your business values, and examine your mission and vision before you even think about your product or service offering.

You will also need to choose the face of the brand. This is the person who will attend events, speak to the press, and be the physical outward looking face for the business. It doesn’t necessarily need to be the founder but it can be.

Lastly, you’ll need to understand your audiences and their procurement process — then you can start to pull the strategy together.

Marketing for tech products

Product marketing means you have to prioritise certain elements before you can even think about creating a strategy. These angles are critical to product marketing and it’s impossible to create a launch strategy without them.

Start with considering the market need, why you created the product in the first place. Does it still deliver what the market needs?

Then review your audiences, from B2B to B2C to the end user. How do they want to interact with the product? What messaging do they need to hear?

What does the packaging look like — and what are your competitors doing? What will the store placement or online highlights be?

After you have explored these, you then can start to create a comprehensive e-commerce strategy.

SaaS Marketing

SaaS marketing has fewer of the restrictions and marketing needs that product marketing has. There is often no packaging, but you will need to think more about brochures and marketing collateral. How you present yourself and the software as a service is critical when you cannot touch the technology.

The procurement process will likely have more face to face meetings, and that will need different types of content, like video and chatbots.

Marketing for international tech companies

When operating in markets across the globe, ensure that your marketing for tech has other considerations reviewed.

Firstly, you’ll need to review the language. Will you translate your marketing, and will you localise it? Localisation is very different to translation and not doing so could put your brand in a spot of bother.

Next, review whether there are different regulations and taxes in the countries you want to operate in. This may affect how you can market your product or service, which could not only affect your costs but also how you communicate with your clients.

Lastly, if you will have international clients, you need to treat your customer service differently. Will you keep offices open for different time zones? Will you train your customer service managers differently, or hire only people who speak multiple languages?

Marketing for tech companies is a varied and complex beast, and we love it. We work with leading tech companies in their industries, and we could deliver the same outstanding results to you.