What works in the Aussie hi-tech sector
The Aussie high tech market is like no other: exciting, dynamic and challenging; it’s why you love it.
It's why we love it too - and why we’ve worked exclusively in the high tech sector for over a decade. We love taking really complex concepts and making them irresistible to non-technical, non-scientific buyers like CEOs, institutional investors or potential business partners. Read about our beginnings here.
The Technology Trinity
We’ve learned a lot along the way, especially what works and what doesn’t in the hi-tech sector.
We’ve distilled our experience into The Technology Trinity: a process with 3 vital components to differentiate and build Australian businesses in the high tech tech sector.
Marketing technologies are changing at lightning speed, just like most high tech products and services. That’s why The Technology Trinity works so well in the high tech sector:
- It’s robust - so it withstands market changes
- It’s flexible - so it adapts to new technologies
- It’s based on timeless marketing principles - so it delivers reliably, regardless of trends or technology.
The 3 elements
1. Uncontested space
In the high tech market, there’s opportunity everywhere: it’s tempting to chase every possible buyer and tackle all competitors, but that could just waste a lot of resources and time.
If you’re an Australian hi-tech company, trying to build a credible business you can leverage for overseas growth, you need to be selective. Particularly, when it comes to global competitors, you need to choose your battlefield.
We’ve developed a process called the Hi-Tech Position Prism to help you define that market space where you technology shines, where you can become the thought leader, and dominate and win against any technology competitor. See at right and read more here.
2. Compelling collateral
Creating content is easier than ever, so targets everywhere are being bombarded from all directions. They’re shutting out everyone they don’t trust, which means lower response rates for everyone.
To be seen as one of the few trusted sources, your content has to be consistently useful. This is especially so in hi-tech markets, which change at blistering speed. If you’re the first out with a useful opinion on an emerging trend, yours will be the one that is read and shared. It’s how you build thought leadership.
We’ve developed a process called the Hi-Tech Content Concentrator, which focuses your content on your targets’ buyer personas and buyer journeys, and you need to engage them. This is how you convert web visitors into leads, qualified prospects and satisfied customers. See below and read more here.
3. Growth engine
The purpose of marketing is to grow your business through a constant flow of high quality leads, including those from satisfied customers.
For best results, you want a marketing process or growth engine that does this, reliably and consistently. Ideally, your growth engine should reach top gear quickly, and cruise without needing much marketing fuel. More here.
We’ve developed a process for this called the Hi-Tech Growth Generator. It enables you to:
- Get the best out of the offline and online marketing methods that match your technology
- Feed them with compelling collateral that will qualify prospects
- Measure and automate the process so you can correct quickly.
If you'd like to explore how these methods could help to sharpen your technology marketing edge, why not arrange a complimentary Triple O Consult to explore Opportunities, Obstacles and Options.