Marketing Strategies And Insights For Technology Companies

Drawing from nearly two decades of experience in both technology companies and creative agencies, this article aims to share valuable insights and strategies to empower your business’s marketing endeavors.

Technology has changed the way marketing departments operate and the processes involved with business continuity. In many ways, automation and AI have made creating more efficient, but it still requires a professional to direct and supervise. Over the last decade, the Marketing Technologist has arisen as a viable place to find a Chief Marketing Officer (CMO) due to the integration of business, marketing, and technology skills.

Marketing Dynamics in Technology Companies

In the realm of SMBs, many technology firms operate with small or outsourced marketing departments, contrasting with larger enterprise companies that boast expansive in-house teams or engage external agencies for support. 

The cost of marketing expenditures (which encompasses marketing, advertising, and public relations) constitutes a distinct cost for each targeted market, excluding expenses associated with websites, software, operations, etc.

Businesses often allocate significant resources to marketing spend through agency partnerships, while managing website and software needs internally. However, hiring competent marketing staff poses a challenge, ascertaining whether candidates possess the requisite MarTech expertise, strategic acumen, or hands-on experience. 

The emergence of the Marketing Technologist role integrates business, marketing, and technology expertise, often serving as a viable option for CMO positions. The evolving nature of the Chief Marketing Officer (CMO) role underscores the profound impact of marketing technology’s evolution over the past decade.

Product Development

Traditionally, marketing departments played a pivotal role in product development, from conceptualization to market application. However, this responsibility has progressively shifted towards engineering teams, sometimes lacking input from product marketing developers and creatives. Collaboration between engineering and marketing ensures product innovation aligns with branding, market positioning, and overarching business objectives

United product development teams deliver a great engineered product, designed specifically for that company, with productization, for the target customers. If there is hardware and software then it’s even more important to have a united team in building a great product.

Websites & MarTech

Modernizing legacy website infrastructures to enhance customer experiences entails integrating marketing technologies such as CRM and CMS systems. Collaboration between technology and marketing departments is indispensable in this endeavor, with designated roles like CMS website masters and CRM system administrators overseeing operations and security, fostering seamless coordination.

Having a knowledgeable team that understands how the website, softwares, marketing technology, and more are integrated and affect the business is highly recommended. 

Traditionally, the website was managed by the technology departments. Collaboration between the technology department and marketing department are needed with this growing part of the business. This information should be shared with the technology department for account and security purposes.

Communications – Marketing, Advertising, & Public Relations

Effective communication encompasses marketing, advertising, and public relations, each serving distinct yet complementary functions. Defining these categories allows cost assessment and strategy formulation, product development, creative work, media buying, events, and more.

Marketing involves product development, branding, pricing, market positioning, websites, and business partnerships. Advertising activities include creative work, graphic arts and development, with media buying in online advertising, publications, television, and more. Public Relations activities involve business events, conferences, media, speaking opportunities, and more. 

The convergence of marketing with technology has shifted departmental operations to the cloud, enabling remote management akin to engineering teams that create automation and operational efficiency. This blended shift in the marketing department has created opportunities for businesses to update their cloud, websites, softwares, and streamline operations. 

At Altairzen, we’re an IT services and business consulting agency that partners with companies around the world on branding, website development, UI/UX, and marketing strategy. Get in touch with us to discuss your business needs and how we help companies reach their goals.