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Marketing for tech companies: How to identify opportunity, strategy, and action for business growth

Author's avatar By Gabrielle Wright 22 Jun, 2021
Advanced Advanced topic

Optimize your technology business' approach to marketing through opportunity, strategy, and action. Now's the time to truly master omnichannel marketing for tech companies with our dedicated framework for growth

What is the secret of marketing for tech companies? As a popular topic amongst marketers of all backgrounds - this growing sector merits its own discussion. How do you budget marketing for IT/high tech companies? What are the most reliable growth hacks for startups? How can IT and technology marketers stand out to win more high-value customers in an increasingly saturated digital landscape?

Starting 2021 valued at $1.6 trillion, the explosive US tech sector is expected to reach a $5 trillion market value by the end of 2021. This is just one indicator of the global developments in the IT and high-tech industries in the last 18 months. But it's not just the USA. In fact, between them, the US and Europe make up roughly 50% of the global technology sector. The evolving international digital landscape affects us all, and as marketers, it is crucial to react and adapt to stay relevant to our customers.

Global tech industry

Who are the winners and losers in the tech industry? The trend is this - companies who scan for and capitalize on upcoming opportunities see the fastest business growth. On its October 2020 earnings call, Microsoft revealed that Microsoft Teams now has 115 million daily active users—growth of more than 50% since April 2020. In addition, for its February–April 2020 quarter, Zoom reported 265,400 business customers with 10 or more employees—year-over-year growth of 354%.

So, what's next? As marketers, we need to keep up to date with the latest trends and innovations when marketing for tech companies. That's why our recommendations come in our 3 stage plan of opportunity, strategy, and action.

Looking for new solutions to integrate and optimize your tech company's marketing strategy? Join Smart Insights as a Business Member for access to practical, expert-led marketing strategy and planning advice. Integrate our strategic tools and planning templates to streamline your marketing activities so you can use data and analytics to truly understand, and improve, your customers' experiences of your IT/high tech company.

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Tech

Opportunities for tech companies

Clearly, there are opportunities for tech companies to embrace digital transformation right now. Whether digital transformation is new to you, or you're in the middle of this exciting period of change, it's important to stay focused on your digital capabilities and the benefits of digital development.

For example, comparing the maturity in your processes for managing always-on and campaign activities to peers in your sector helps demonstrate the need for investment and upskilling. Planning your strategy focusing on improving your business' digital infrastructure and skills means you can set internal KPIs based on your digital priorities and success factors.

Our digital marketing benchmarks template and interactive capability grader offers digital maturity benchmarks for reviewing the opportunities available for your IT or high tech company right now. So you can confidently craft the team and resources you need to implement your marketing strategy.

Marketing for tech companies

Is your IT/High Tech business competing online?

With so much competition, you need to stand out. Use the RACE Growth Process to win more customers

Get Started Today
Tech

Strategy for tech companies

If you're looking for a winning marketing strategy to stand out in the marketplace and acquire and retain more customers for your IT/high tech company, the most important takeaway for you today has to be our RACE Framework.

As shown below, RACE walks you through 5 steps to building an agile, strategic approach to digital marketing. Starting with your plan, creating a marketing strategy based around your customers' journey through the marketing funnel is a no-brainer, particularly when marketing for a tech company, since the customer journeys here can be very complex.

Our RACE Framework supports IT/high tech marketing leaders to review metrics, goals, and conversions, at each stage of the marketing funnel, using real-time customer data to ensure their pipelines are working as efficiently as possible.

Omnichannel Marketing funnel

Is your IT/High Tech business competing online?

With so much competition, you need to stand out. Use the RACE Growth Process to win more customers

Get Started Today
Tech

Marketing actions towards your goals

The final stage in our structure of opportunity, strategy, action is implementing the marketing activities themselves! That's where our tried-and-tested marketing tools come in. Smart Insights Business Members get instant access to 24/7 online training resources designed to help you drive results fast.

As a manager, our Learning Paths and interactive dashboard enable you to assign and track progress in modules for your team. As a channel specialist, our expert guides and trends reports empower you to stay at the forefront of your specialism.

Find out more about how your IT/high tech company can benefit from Smart Insights membership today.

Is your IT/High Tech business competing online?

With so much competition, you need to stand out. Use the RACE Growth Process to win more customers

Get Started Today
Tech

Author's avatar

By Gabrielle Wright

Gabrielle Wright is the Smart Insights blog editor, managing the company's SEO and social media strategies. With specialisms in marketing for the pharmaceutical/healthcare industry, financial services, manufacturing, IT/high tech, brands and e-commerce, Gabrielle can generally be found in her second-floor Bingley terrace home office, with a cup of tea, reading and writing about marketing theory and its practical application in the global economy! You can connect with Gabrielle on LinkedIn.

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