We talked to 117 senior business leaders in organisations where technology or proprietary IP is a key source of competitive advantage, assessing 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 marketers understanding the importance of brand building and taking a longer term view, our research found that 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, our ‘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 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 discussed the results of this research report and asked the question: are tech marketers practicing what they preach – and if not, why not?
We were pleased to offer this event as part of Leeds Digital Festival 2024.
