7 attributes of tech marketing success

Insights into successful technology marketing

7 tips to help your tech products reach their market potential.

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Our tech marketing guide will help you to:

  • Understand the unique approach needed for successful technology marketing.
  • Define each one of the 7 key attributes for your tech business.
  • Combine them into a technology marketing strategy that works for your products.


a peek inside this tech marketing guide

During our 14 years in tech marketing, we’ve worked with hundreds of tech companies. Along the way, we’ve picked up some significant intel into what goes into marketing tech products successfully. In this guide, we’ve broken them down into 7 key attributes. Here are some of them :



It’s all about focus. The most successful stars in technology marketing have a laser focus on their target market. Kiwi tech companies need to get better at focussing on highly specific target markets to intensify the power of their marketing.



The better you know your target market, the better placed you are to sell to them. When it comes to technology marketing, understanding the intricacies of your target market is a core attribute.



Instead of arming a sales force and sending them out to conquer a market, top technology marketers 'shepherd' a market en-masse with tactics that raise brand awareness and generate leads, laying a platform for their sales teams to be highly effective.



The ability to get your message across is critical for technology marketing, more so given the incredible noise of the Internet and especially social media.

Find out how many can you tick off? A truly successful technology marketing approach means hitting 7 for 7.

If this eBook gets anything across, it will be that successful technology marketing is as much a carefully planned and measured process as the engineering method required to build your product.


As the Managing Director of Concentrate, Owen has extensive experience in the New Zealand technology industry, in technical, sales and marketing roles. 

His career has been focussed on helping businesses successfully develop, use or commercialise technology-based products and services. This includes periods working in the United Kingdom and the USA.

He analyses the sales and marketing benchmarks for Concentrate's annual Market Measures report, with insights from numerous New Zealand technology companies, and comparison data from their USA counterparts.

Currently, Owen's focus lies with implementing sales CRM systems to align sales and marketing activity for Concentrate and it's clients. 




Director, Founder and Tech Marketing expert at Concentrate


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Selling electronic products into over 40 countries through a complex channel is a huge challenge. Concentrate understand this and bring us real insights into sharpening our strategy and using online technology to connect with our whole supply chain.

Brent Archer
CEO, AuCom Electronics

Concentrate has helped us get momentum, driving online lead generation and using their deep experience in the tech sector to provide quality advice.

Chris Youngman
Sales and Marketing Director, Pivot software

We needed alignment between sales and marketing. Also, we were collecting leads from multiple sources, but we didn’t have a repository for them all.

Penny Bateman
Marketing Manager, Wyma Solutions