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Is your IT/High Tech business competing online?

With so much competition, you need to stand out

  • Digital disruption has accelerated innovations in digital marketing technology selection.
  • You need to be visible to existing and your future potential customers, instill trust in your IT/high tech brand, and once converted, engage them to retain them and promote advocacy.

The RACE Growth Process is a tried-and-tested methodology to support the growth of IT/High Tech businesses.

  • Apply a planned approach to your IT/high tech company’s marketing to rapidly review, find opportunities, build a high-performing team and develop your marketing strategy to reach, acquire and engage more customers.
  • Smart Insights have marketing solutions for retailers of all sizes

Omnichannel customer lifecycle

Our recommended omnichannel marketing tools for IT/high tech businesses

Structure a plan using the RACE Framework
  • Learn how to structure a comprehensive omnichannel marketing plan, using the Smart Insights RACE planning framework
Define content marketing strategy
  • Learn how to develop a content marketing strategy using our content analysis and planning tools
Define digital value proposition
  • Learn how to craft a powerful Digital Value Proposition (DVP) and how this differs from a brand proposition

Today, tech marketers and managers advocate for IT and high tech both internally in their businesses and externally to their target markets. We've got the marketing tools and training you need.

Looking to strengthen your technology company's marketing strategy? As marketers, we are all striving to apply data and customer insights to our marketing activities. But in the IT and high tech sector, with competition at an all-time high, this approach is absolutely critical. Our tried and tested tech marketing solutions support IT and high tech marketing professionals to plan, manage, and optimize their marketing strategy, and win more customers.

Why invest in strategic marketing for your tech company?

If you haven't already got an omnichannel marketing strategy in place, now is the time to develop your marketing to compete in the competitive, growing, IT and high tech marketplace. As McKinsey found in their UK B2B COVID-19 survey, the technology, media…

Grow your IT/high tech business by applying the latest industry strategies for technology product marketing across the product lifecycle

What is product marketing?

Product marketing describes the management of all processes involved in taking a product to market. This field of marketing involves working with R&D, manufacturing, logistics, comms, and sales. Since your role is so closely tied to the products in your category, product marketers take the role of advocating for the customer when product-related decisions are made (positioning, launch, development, etc). In this blog, we will explore what makes technology product marketing different.

What is technology product marketing?

Technology product marketing refers to product marketing when your products are IT/high tech. Typically sold in a B2B environment, technology product marketing is renowned for extended stakeholder relations and, currently, an increasingly competitive market. Of course, the nature of IT/high tech means many technology products will be software. The growing Software as a Service…
Review these digital marketing innovations to identify opportunities to improve leads and sales There is always a huge interest in digital marketing trends and innovation in marketing at the beginning of the year. And rightly so, since reviewing innovation in digital marketing, technology, and platforms for the year ahead can help marketers identify new opportunities that agile businesses and marketers can tap into... if they're looking in the right place and know the right questions to ask... Each year, for the last ten years, I have assessed the digital marketing landscape to help give recommendations on the digital marketing trends marketers should focus on in the future. In this year's guidance on the Smart Insights blog I will cover what I see as the main trends across our RACE customer lifecycle framework which defines 25 key digital marketing activities that can be harnessed by businesses to drive growth through: Improved reach via…

What benefits might deeper, actionable, aspect-based sentiment analysis offer for your marketing strategy and planning?

I have recently attended the Social Data Summit, which gathered prominent speakers from leading brands and organizations to discuss the latest developments in digital insights, social listening, and sentiment analysis. The first speaker Dr. Jillian Nay, a founder of the Social Intelligence Lab, challenged the audience with her presentation “Social Data Intelligence is a Mess! Let’s Fix It”. Jillian highlighted some major challenges facing the social intelligence industry that need to be addressed such as lack of standards, transparency & accountability, insufficient support for social media intelligence roles, limitation of current tools, depreciation of social networks APIs, but also acknowledged exciting progress that industry is…

Evaluating technology options for innovation in marketing - do you know your Hype Cycles?

If you're involved in marketing strategy development, you will be constantly making judgements and doubtless reviewing with colleagues which digital technology innovations are most relevant to your organization. In this article, we compare different examples of the well-established Gartner Hype Cycle tools which serve to highlight the adoption of new technology services within marketing technology. Gartner publishes many different hype cycles reviewing the adoption curves for different types of technologies, but as a digital strategist, I am most interested in those focusing on marketing technologies. A summary of the report with the infographic is published annually and I have been monitoring them and sharing them for over 10 years in this post.  You can compare the newest to the latest at the end. The methodology is described later in the post. Through the updates you can see how technology…

Use our updated digital marketing tools infographic to manage how you use marketing technology

As marketers today, we’re fortunate to have a huge number of free and low-cost tools to give us insight about our customers, competitors and market. They also help us compete by delivering automated relevant, real-time communications integrated across desktop and mobile and digital plus traditional marketing channels. To help highlight the range of great options available, our updated infographic and free Digital Marketing Tools and Services download recommends 30 categories of marketing technology and our pick of the most popular 5 in each category. We’ve grouped them across the Smart Insights RACE Planning framework for managing digital marketing so you can review where you could make better use of the tools across the customer lifecycle. Click on the infographic below to see a larger version.

What inspired us…

Examples of digital marketing tools and techniques to give you an edge in the year ahead

Well, we’ve nearly made it! For years I’ve been looking to the future, predicting how innovations in digital media, platforms and technology will shape marketing in 2020. The cutting edge examples certainly show the exciting opportunities available - there is almost too much choice… In this article, I’ll explore six key marketing trends based on examples and research on the adoption of the latest marketing techniques and technology marketers can use. For recommendations on tapping into the innovations in different digital marketing channels, including email, social media and search engine marketing, see all the other posts from the Smart Insights team covering channel-specific digital marketing trends for 2020.

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In 2020, we can see the huge impact that digital marketing has had over the last decade, and more. Looking at advertising alone, these eMarketer predictions show…

6 implications for selecting and managing today's and tomorrow's marketing technology

We've been sharing the latest Marketing Technology Landscape map by Scott Brinker, @chiefmartec for several years now. You've almost certainly seen one of the earlier iterations since it has been widely shared. I love it because it's a USEFUL infographic - it prompts marketers to review their current Marketing Technology and take action to improve their Marketing Technology Stack. When I discuss it with marketers when speaking or training, it certainly has a big impact, not always in a good way... It prompts that "OMG how do I cope?" fear amongst marketers and business owners due to its complexity. But, for me, from a positive POV, it shows the opportunity of the many tools we have available to deliver more relevant, more personalised communications today. It's inspired the Smart Insights team to create our own Martech infographic which includes both insight and operational tools…

Which are the technologies that are dominating the Marketing Automation space?

Did you know that when it comes to marketing automation, just six technologies hold more than half of the market share? Well, now you do – courtesy of competitive intelligence and lead generation company SimilarTech and inbound marketing agency Bold Digital Architects. The two companies recently teamed up to create a report on the State of Marketing Automation in 2017 and managed to draw up a couple of interesting conclusions. Before we go into further detail, here’s a short overview for your convenience: Six biggest technologies hold a total of 57 per cent of the market share. A total of 482,765 websites have been using marketing automation technology last year, representing an increase in usage. With more than a fifth of market share (21 per cent), Hubspot has the single largest market share. B2B companies are most inclined on using marketing…

Plan your use of new marketing technologies to future-proof your business

Digital Marketing is constantly playing catch up with the latest new tech trends. This means that the only way to get great results from digital marketing and execute a successful digital marketing strategy is to be aware of the latest technology and be actively innovating by putting cutting-edge techniques into practice. Not doing so is a sure fire way to fall behind the competition. The pace of technological change is not just relentless, it is constantly increasing. Where once it may have taken 10 years for a platform to achieve 50% adoption, now it may only be two or three- as you can see from the chart below. As these trends accelerate we could soon enter a time well new technologies decelerate so fast we measure the time for them to reach the masses in weeks and months rather than years and decades. …