Strategic Marketing Advice for NZ Tech Companies

What's your best path to growth?

Concentrate works with the leaders of technology firms to clarify their overall marketing strategy or to answer specific questions about marketing strategy, such as new product development, market expansion or brand repositioning.

We apply our go-to-market methodology to all engagements, supporting that with data gathered from the market from desk, qualitative and quantitative research.

RESEARCH INSIGHTS

Every day you make marketing decisions: how to position a product, what communications channels to focus on, which pricing structure makes sense. Concentrate can gather and analyse the market data you need to help you with these crucial calls for your tech business.

The clarity this information brings enables you to make faster decisions about marketing strategy with greater confidence. Concentrate can deliver this because we understand B2B technology markets, and have over 10 years’ experience delivering qualitative and quantitative research insights, primarily in offshore markets like North America, Australia, Europe and Asia.

Download research brief Request a Consultation

Typical research projects we undertake include:

Testing new product concepts with potential target markets and channels
Target market definition and contact list sourcing and procurement
Gauging customer satisfaction levels over regular periods
Gathering competitor pricing data and analysis

Understanding and quantifying new market opportunities
Clarifying value propositions from qualitative research with existing and prospective customers
Finding and qualifying potential channel partners in target markets
Benchmarking brand awareness in target markets

We have been working with Concentrate since the very beginning of the project, years before launch. They are superb at asking the right questions to make sure you are focusing limited resources on the highest impact marketing efforts. We have used them for a wide range of activities and they also consistently point us to high quality partners to help execute on our plans. I look forward to my meetings with them as they are always stimulating and insightful.

Grant Ryan, Technology Entrepreneur

STRATEGIC ADVICE

We combine deep industry experience and a proven go-to-market methodology to provide our clients with practical insights into their marketing challenges.

This can involve anything from a short telephone chat about an issue through to a detailed go-to-market strategy. Our focus is helping you get results faster by drawing on Concentrate’s experience with over 150 Kiwi tech exporters, and seven years of benchmarking studies.

TYPICAL STRATEGIC PROJECTS WE UNDERTAKE INCLUDE:

Market prioritisation and selection
Developing market entry strategy
Brand repositioning
Sales and marketing alignment
Developing lead generation strategy
Clarifying sales and marketing technology requirement

Progressing distribution and partner programs
Product pricing strategy
Competitor analysis
Sales and marketing recruitment advice
Sales and marketing expenditure
Sales and marketing metrics

WORKSHOP

Typically we start our client engagements with a marketing strategy workshop. This interactive three hour session is where we discuss, analyse and progress key marketing fundamentals, build alignment on the strategic direction, helping your firm benchmark against best practice and ensure your growth strategy is focussed. The output is a summary report.

Talk to a consultant about a workshop

PLANNING AND MEASURING

Marketing should be about momentum. Implementing measurable activities that generate qualified leads for your business.

A marketing plan isn’t essential, but without some marketing planning you are seriously limiting your chances of success. Planning isn’t about fancy bound documents filled with buzzwords and graphs, it is primarily the act of thinking about what you want to achieve as a business. It is a process of determining how you will allocate your resources (time, money, activities etc) to achieve a desired goal.

We can help you do the thinking, identify the appropriate metrics required to track your progress, and then produce agile marketing plans for your in-house team and funders.

TYPICAL PLANNING PROJECTS WE UNDERTAKE INCLUDE:

Developing market entry strategy
Defining product launch activity
Specifying ongoing content development
Design metrics and measurement systems

Developing market growth plans
Designing lead generation programmes
Developing PR and communication plans
Building an ongoing agile planning process

MARKETING ACTION PLAN

Concentrate helps you plan for success, from defining and documenting your strategy through to implementing a cycle of 30-day action plans that get your marketing moving.

VALUE PROPOSITIONS

When you hear the word marketing, what words come to mind?
Hype, noise, buzz, lies, exaggeration, gimmicks, glitz, glamour?

Tech companies that rely on this sort of approach to their marketing usually do so because they haven’t developed a compelling story for their customers. Doing the hard work to uncover this story is one of the secrets to sustained, successful marketing.

Concentrate help define these stories based on qualitative research with existing and potential customers. Customers gain insight into how potential customers perceive their service, and what benefits potential customers are seeking. It also clarifies the unique value your company delivers to its customers, which is the core of differentiating yourself in a market.

CUSTOMER INSIGHTS

The answer to any marketing question is always with your customers. Our voice-of-the-customer process delivers insights to drive your marketing strategy.

View our customer examples