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Burn your brochures 

A GUIDE TO ACCELERATING YOUR MARKETING

 

IT’S TIME TO TAKE A COLD, HARD LOOK AT FUNDAMENTAL QUESTIONS

This guide will help you understand that effective technology export marketing is really about applying the same discipline and intellectual rigour that you would to the R&D and manufacture of your tech product.

 


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OUR tech marketing GUIDE WILL HELP YOU TO:

  • Understand the fundamentals of B2B marketing.
  • Understand your target market and how to reach them.
  • Combine them into a technology marketing strategy that works for your products.

 

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A PEEK INSIDE of this marketing guide

There’s a lot of hype around the concept of marketing these days, and there’s no doubt that the rise of social media has played a big part in brand awareness for Kiwi tech companies. But to develop a marketing strategy that reaches your target audience and boosts awareness of what you sell, you need a really strong grasp of marketing fundamentals.

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Marketing 101 for technology exporters

Focus on the basics. Your product isn’t the problem. It’s time to ask some fundamental questions, such as understanding customer need, knowing your own competitive advantage, and understanding the key characteristics of your target market.

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Focus your marketing efforts

Focusing on a market is one of the most important decisions any exporter can make, especially those selling complex products business-to-business.

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Selecting a market to focus on

Three main key points: clarifying what the customer needs, company capability and market attractiveness. Then you can begin the real work on whether or not a market fits your business.

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Knowledge is power

Ever tried buying a gift for someone you don’t know that well? Hard, isn’t it. The same is true for tech exporters. The better you know your target market, the better placed you are to make marketing decisions.

5 FEATURES OF THIS TECH MARKETING EBOOK

  • Define your ideal buyer profile
  • Document your sales process
  • An efficient way of identifying best-fit leads
  • Have a good system for researching your leads before you reach out
  • Don’t write emails from scratch every time you pursue a new prospect

ABOUT THE AUTHOR

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. 

Owen

OWEN SCOTT

Director, Founder and Tech Marketing expert at Concentrate

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WHAT OUR CLIENTS SAY

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

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

Before engaging with Concentrate we had been doing our marketing in-house – it was slow and going nowhere. Since then we have been able to focus on our day jobs while Concentrate has helped accelerate our growth strategy with great results.

Bruce Franks
CEO, DataCol