IT
The IT sector faces numerous challenges in relation to marketing, because of its rapidly evolving nature and the increasing complexity of technology solutions. One significant challenge is maintaining relevance in a highly competitive market where innovations emerge frequently.
IT companies often struggle to clearly communicate the value of their complex products and services to a diverse audience, including both technical and non-technical stakeholders. There are often difficulties in establishing brand differentiation, with competitors offering perceived similar solutions.
We help clients to maximise the digital marketing to maintain a robust online presence, provide regular content generation and engagement across multiple platforms.
We work with IT companies to prioritise clear, customer-centric messaging that simplifies complex technical concepts. These are translated into content marketing, such as case studies and informative white papers, to build credibility and demonstrate thought leadership.
Similarly, we advise on strategic partnerships with complementary firms to expand market reach and enable cross-promotion.
Case study:
The multi-location services company, having grown through acquisitions, relied on consultants to generate revenue with the support of a central marketing team. However, the marketing investment had not kept pace with the company’s growth, and the Executive Team identified a need to strengthen the marketing function to build a sustainable pipeline.
Challenge:
The marketing team operated reactively, with little visibility of support requests from consultants. This ad-hoc approach led to rushed and lower-quality outputs, undermining the effectiveness of marketing efforts and limiting strategic impact.
Solution:
The marketing team’s skills, experience, and capabilities were thoroughly reviewed, alongside an assessment of marketing activities and customer engagement quality. A strategic shift repositioned marketing as a proactive partner rather than a reactive service. Recommendations included appointing a strategic marketing director, aligning marketing with business objectives and reallocating budgets from events to digital initiatives.
Benefits:
By establishing marketing as a strategic function, the team became an integral partner to each office. This proactive approach fostered clearer marketing KPIs, enabling productive collaboration. The result was an enhanced marketing ROI and a perception of the marketing team as a valuable contributor to business growth.
Testimonial:
“I have been working with the team for the past year to improve all aspects of our marketing strategy. I have to say that after 12 months, the improvements made make us look like a completely different company. Press coverage, social media and our web presence are unrecognisable compared to where we were a year ago. Our sales team have never been busier.”