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Discover the Technoledge story

We came from unexpected places

Tracey James founded Technoledge in 2004.

After majoring in Biotechnology, she had a brief stint in research, thinking she'd revolutionise transport using ethanol fuel derived from sugar cane waste.

It was soon obvious this wouldn't happen overnight so, being in a hurry, Tracey swapped to selling then marketing the products she used in her research – gene manipulation kits, HPLCs (High Pressure Liquid Chromatographs) and the like.   

Then in 2000, she swapped again; this time to IT. She thought it would be just a matter of switching Biotech TLAs (three letter acronyms) or FLAs (the four letter ones) for IT ones – but it wasn’t quite like that.

A big surprise

Her brothers said she was a luddite – that she'd be ‘eaten alive in IT’ – but she switched anyway. At the time, the IT industry was booming compared to Biotech and Tracey wanted a new challenge.

In her first 14 weeks with her first IT employer (a small Aussie loyalty software company), she re-wrote all their collateral and used it to secure a $5.4 million deal. No-one could have been more surprised than Tracey; she hadn’t a clue about how the software worked, but saw exactly why business buyers needed it. This was a light globe moment.

The same pattern

In the next few years, Tracey marketed software for 2 more companies (US and German this time) and found a recurring pattern: great technology and really smart people – but they seemed unable to  express their technology in terms that business buyers could understand. She grasped the opportunity and founded Technoledge, a marketing agency that un-complicates complex technologies like IT, Biotech, Electronics and emerging Future Technologies. 

These days, Tracey is Managing Director and head of strategy and process. She's devised numerous proprietary marketing processes, that we use routinely to reduce the time and uncertainty of marketing in the high tech sector.

IT strengths

Tracey was soon joined by Kim Brebach, a veteran of IT sales and marketing. He’d worked with companies like Novell and Silicon Graphics and knew the terminology, markets and drivers inside out.

Kim is terrific at research and strategy but he’s spectacular at writing. He has an uncanny ability to see how research threads can be woven into intriguing stories. He can conjure an engaging technology yarn out of virtually nothing, including provocative White Papers, colourful Case Studies and unexpected Application Briefs.

Adding Kim to the team was the perfect balance: ideas and creativity joined logic and rigour. These days, Kim heads up the content creation team.

Building the team

Technoledge has grown over the years. We now have specialists in graphic design, web development, marketing automation, social marketing, digital strategy and more. Meet the team. Today, we are a complete outsourced marketing department for many high tech companies. Clients get to focus on business, while we focus on building it. They love it.

Big opportunities

We used to take on isolated projects like website re-designs or lead generation campaigns, but we kept finding the same thing: basic assumptions and positioning were off-target – and real opportunities were being missed. We also found clients were using various external agencies across different activities, and no-one was keeping an eye on consistency, gaps or overlaps. These days we do all of this for them - and a whole lot more.

The big picture

Our strength is in showcasing our clients’ technologies in tempting packages that persuade their audiences.

These days it works even better for them: we get to understand each client's big picture – the end game – so we can devise marketing strategies to achieve it, in logical, sequenced, measured marketing steps. Our clients love it and so will you. Why not call us for a chat?



Call us on 02 9909 0246 or book a free consult