Methods that deliver in the Aussie High 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 it 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 High Tech sector.
We’ve distilled our experience into The Technology Trinity:
a process with 3 vital components to differentiate and build Australian businesses, locally and globally.
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 this sector:
- It’s robust - and withstands market changes
- It’s flexible - and adapts to new
- It’s based on timeless marketing principles - so it delivers reliably, regardless
of trends or technology.
The 3 elements
1. Uncontested Space
In high tech markets, 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 high 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 your Uncontested Space -
where your 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 Content
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 helps you create Compelling Content - by focusing on your targets’ buyer personas and buyer journeys, and what they want from you in order to satisfy 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, and to keep existing customers happy and increasing their value, with enthusiasm.
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 then cruise without needing much marketing fuel. More here.
We’ve developed a process
for this called the Hi-Tech Growth Generator which helps you build a Growth Engine to:
- Get the best out of the offline and online marketing processes that match your technology
- Feed these processes with compelling collateral that will qualify prospects
- Measure and automate the process so you can correct and optimise 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.