Building a world class marketing capability for technology companies

Learning to market your tech products as well as you make them

Marketing plays a critical role in the success of any business, particularly tech companies. Our guide will help you to create a marketing capability for your tech business.

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Our guide to developing your tech marketing capability will help you to:

  • Understand the critical role marketing plays in tech businesses, and what you need to do to succeed.
  • Work out how much you should invest in a marketing strategy.
  • Understand the skills needed for successful marketing, and if you need to outsource to find them.
  • Get the most out of the many marketing technology platforms available.

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The best, most innovative and unique technological product won’t ensure the success of the company that makes it unless it’s got the right marketing strategy behind it. After all, how will anyone know who you are and what you sell if you don’t tell them?


Deciding your tech marketing investment

It’s not as simple as ‘three months revenue’ which is what you’ll often be told. The actual answer is more complicated and depends on multiple factors. Determine the key factors you can leverage to measure and adjust your marketing spend to find the right balance for you.


Required skills and capabilities

We’ve identified six marketing capabilities most tech companies need. Remember, the primary function of marketing in your business is to make your sales team more efficient by generating quality leads and making sure all your teams are aligned.


Should you outsource your marketing?

If you lack the above skills and capabilities in-house, outsourcing your marketing could be a good option for you. There are all kinds of marketing agencies, and it’s important to find the one that understands the value of your tech product or service and that fits best with your business.


Marketing technology platforms

Technology is a major feature of marketing in the digital age. There’s a wide range of options your business could benefit from, and for a tech business, making the most of technology and marketing automation tactics is essential.

List of contents

  • The role of marketing in your hi-tech business
  • The attributes of a tech marketing star
  • Loving your marketing investment
  • Convincing the money men to invest in marketing
  • What marketing capabilities do you need?
  • Should you insource or outsource your marketing?
  • The marketing technology platforms your organisation should be using


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- tech marketing expert


Director, Founder and Tech Marketing expert at Concentrate

Tech Marketing ebook cover

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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