Over the years, I have had the opportunity to speak with more than 100 tech company CEOs, and a common challenge I have observed is the tendency to focus more on "digital" rather than "marketing." This is natural, given their deep expertise in technology. Many of these leaders are engineers at heart, deeply invested in product development, algorithms, and system efficiencies. Their instinct is to apply the same structured, problem-solving approach to marketing - expecting that deploying digital tools will immediately drive results.
However, for digital marketing to be truly effective, it must be rooted in strong marketing fundamentals first—only then can technology act as a powerful accelerator. Without a clear strategy, even the most sophisticated tools will fail to deliver meaningful impact.
Why Marketing Doesn’t Follow a Fixed Formula
A recurring pattern I have seen is tech companies approaching agencies with the expectation of immediate acquisition outcomes from the first month. This expectation often leads to frustration because, unlike technology, where input parameters yield a definitive output, marketing is shaped by dynamic industry trends, changing customer behaviour, and competitive shifts. It is not a straightforward equation where 1+1=2. Instead, marketing requires consistent iteration, experimentation, and adaptability.
Even the best-planned campaigns may need adjustments based on audience response, platform changes, or shifts in market demand. Tech leaders who embrace this complexity and see marketing as an evolving process—rather than a fixed formula—are the ones who achieve sustainable success.
This is why I always advise tech companies to take a step back and establish a strong marketing foundation before focusing on digital execution. A well-defined strategy ensures that digital initiatives are not just tactical experiments but are aligned with business goals and customer needs. Without this groundwork, even the most advanced digital marketing efforts will struggle to gain traction.
For example, Slack’s marketing campaigns were simple, with word-of-mouth marketing tracked by NPS (Net Promoter Score). This along with “The Wall of Love” digital marketing campaign, helped them collect feedback and social proof that helped them grow to over 8 million daily active users in 2024. Slack is a great example of a tech company that did marketing really well.
Building a Strong Marketing Foundation
Understanding the Market and Customers
When I work with tech companies, my first recommendation is always to start with a strong foundation. It is essential to truly understand the market, the customers, and their needs. Who is the ideal customer? What are their pain points? How does the company’s offering solve these challenges better than competitors?
In saturated markets (the ‘red ocean’), differentiation is critical. I have seen companies struggle to carve out a niche because they have not clearly articulated what sets them apart. Developing marketing assets that effectively communicate a company’s unique value proposition is key to standing out.
A great example of this is Zendesk. Instead of just promoting their customer service software, they built an independent content property, Zendesk Engineering, to showcase the expertise behind their product. They recognised that their technical audience wanted more than just software—they wanted insights from the engineers building it. By tapping into this demand and sharing their knowledge, Zendesk strengthened its position as a thought leader in its industry. This approach is a lesson for tech companies: beyond selling solutions, sharing the expertise and processes behind them can set you apart and create real engagement.
The Need for a Mindset Shift
Marketing is a Long-Term Investment
One of the most important mindset shifts I advise tech companies to embrace is that digital marketing is a journey, not a sprint. Unlike product development, where results can be tested and refined quickly, marketing takes time. Many companies expect immediate lead generation and conversions, but success in marketing is built over months, not weeks.
Rather than focusing solely on revenue from the outset, I recommend tracking leading indicators such as website traffic, time spent on key pages, content engagement, and social media interactions. These early indicators provide insight into whether marketing efforts are on the right track and serve as the foundation for long-term conversions.
Leveraging Technology for Scale and Efficiency
Integrating MarTech and Generative AI
While marketing fundamentals come first, technology plays a crucial role in scaling efforts. I have seen the right MarTech stack, combined with Generative AI, transform marketing programs by making them more efficient and data-driven.
Some key advantages I have observed include:
- Automation of repetitive tasks: AI-driven tools can handle content generation, email marketing, and campaign optimisation, allowing marketing teams to focus on strategy.
- Personalisation at scale: AI-powered analytics help segment audiences and deliver hyper-targeted messaging that resonates with different customer groups.
- Improved decision-making: MarTech platforms provide real-time data and insights, enabling companies to fine-tune their strategies for maximum impact.
HubSpot is one of the best tools I’ve seen for integrating AI into marketing operations. It doesn’t just help with automation—it enables businesses to personalise outreach, refine lead scoring, and optimise campaigns based on real-time data. The AI-powered features make it easier to connect with the right audience and scale marketing efforts effectively, without losing the personal touch that makes campaigns successful.
Bridging the Gap Between Expectation and Reality
For tech companies with minimal or no structured marketing efforts, the journey to digital marketing success starts with:
- Establishing a strong foundation – Understanding market needs and crafting a compelling value proposition.
- Adopting a long-term perspective – Measuring early indicators of growth rather than expecting instant conversions.
- Using technology strategically – Leveraging MarTech and Generative AI to scale efforts effectively.
At the end of the day, marketing is about understanding people. Tech leaders who combine strategic marketing fundamentals with the right technology can achieve sustainable growth. Start with a strong foundation, stay patient with the process, and use technology as a force multiplier, not a shortcut. Digital marketing success doesn’t happen overnight, but with the right mindset and strategy, it is sure to happen.
Authors
Ganapathy Sankarabaaham
CEO & Founder
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