We talked to 117 senior business leaders in organisations where technology or proprietary IP is a key source of competitive advantage, and assessed current confidence levels, marketing approaches and capabilities to understand how marketing good practice is helping drive business success and answer a key question:
Are tech companies following marketing best practices?
Despite what marketers know about the importance of brand building and taking a longer-term view, our research found that tech organisations with senior in-house marketing expertise are more likely to prioritise immediate returns and direct results than those without.
We also found that:
- Despite their short-term focus, ‘marketing expert-led’ companies were more likely to have a clear Unique Selling Point (59% vs 55% average) and be very confident they have a well-defined target market (51% v 38% average);
- 68% of tech CMOs think rivalry is becoming more intense and 59% expect to see more competitor innovation throughout 2024;
- There’s a disconnect between tech companies with in-house marketing expertise and the state of their current brand identity and messaging.
In this webinar, Open Velocity’s Senior Partners Lisa Wood and Jon Paget discuss the results of this research report and ask the question: are tech marketers practicing what we preach – and if not, why not?
About the speakers:
- Jon Paget – Senior Partner, Open Velocity
A B2C & B2B marketer with close to 20 years of marketing experience, Jon has managed global marketing teams, worked in large organisations and start-ups, and knows what it’s like to be part of a founding team. He’s worked in-house across travel, tech and communications with some time spent agency side too. He’s also an Associate Lecturer of Marketing at Falmouth University.
- Lisa Wood – Senior Partner, Open Velocity
A B2C and B2B marketer, with 30 years marketing experience, 10 years at Chief Marketing. Officer/Director level, Lisa has worked in private equity, large corporates and start-ups across multiple sectors, including FinTech, Financial Services, Travel & Legal Services. She’s built brands from the ground up, grown businesses and optimised marketing performance, working in roles spanning the full spectrum of marketing disciplines.
Both agency side and client side marketers at tech or IP-led companies and organisations. It would particularly benefit those in senior marketing positions who have budgetary and marketing planning responsibility, and could also be of interest to founders or other senior leadership within tech companies.
