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Discover the Technoledge story

We came from unexpected places

Hello. I'm Tracey James and I founded Technoledge in 2004. 

After double-majoring in Biochemistry & Microbiology then doing a thesis in Biotechnology, marketing was nowhere on my radar. It was far too fluffy for someone who took herself as seriously as I did back then.

I had a starry-eyed idea that I'd be Australia's leading female scientist by the time I was 30. Researching into use of sugar cane waste, bagasse, to produce vehicle-grade ethanol seemed like just the ticket.

Not a good idea

It soon became depressingly clear that every arable square centimeter of Australian soil would be needed to grow enough sugar cane to fuel the number of Aussie cars even then. Lab work was also boring to me; did I mention 200 reducing sugar assays a day?

I was young and in a hurry, so I took a huge leap of faith into sales - the only other profession where my obscure degree in Biotech had any relevance. I started selling and later marketing the gear I'd used in the lab – gene manipulation kits, HPLCs (High Pressure Liquid Chromatographs) and the like. To my astonishment, I'd found my passion - communicating complexity.   

Then in 2000, I swapped again; this time to IT. Aussie Biotech had been promising but unproductive for years, and IT was really booming at the time. Sadly, I made the swap just before the tech crash. Oh well; part of life's rich tapestry. 

A big surprise

My darling brothers said I was a luddite – that I'd be ‘eaten alive in IT’ – but I switched anyway. What happened next took my breath away.

In my first 2 weeks with my first IT employer (a small Aussie loyalty software company), I re-wrote their marketing collateral. Being new to IT, I had to prove myself first in sales, but I couldn't help myself: their content said nothing about what they actually did - and I had to fix it.

Then I bravely strode out to test out my new collateral. To my astonishment, just 14 weeks after joining the company, I secured a $5.4 million deal. I was gob-smacked; I hadn’t a clue about how the software worked, but I could see exactly why business buyers needed it. This was a light globe moment.

The same pattern

In the next few years, I sold software for 2 more companies (US and German this time) and found a recurring pattern: great technology and really smart people – but they were unable to explain their technologies in terms that business buyers could understand.

But it was worse than that; they also had no marketing at all- and didn't think they needed it.

All they gave each of us was technical training, a car and a sales target. They were churning sales people every quarter or so. That made me really mad - because I was one of them - in three software companies in a row.That was the third strike for me.  

A third leap of faith

I grasped the opportunity and took another leap of faith; I founded Technoledge, a marketing agency to un-complicates technologies like IT, Biotech, Electronics and emerging Future Technologies. 

Over the years, I've applied the same rigour I loved in science to the  marketing of technology and, to my delight, its worked.

I've devised hundreds of proprietary marketing processes that we use routinely, that reduce the time and uncertainty of marketing in the high tech sector. Many of them are distilled in The Australian Technology Marketing Blueprint. Not surprising, these days I'm in charge of strategy, process and communications.


IT strengths

I was eventually joined by Kim Brebach, a veteran of IT sales and marketing. He’d worked with companies like Novell and Silicon Graphics and knew IT terminology, markets and drivers inside out but he was following his life passion at the time: writing novels.

Kim is terrific at research and strategy but his writing is spectacular. He has an uncanny ability to see how obscure research threads can be woven into intriguing stories. He can conjure an engaging technology yarn out of virtually nothing. Considering the dry stuff we start with in Hi Tech, this skill is like gold dust for Technoledge. Our client routinely comment of the transformation of what they give us into provocative White Papers, colourful Case Studies and interesting 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 teams specialising 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 and so do we.

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 providers for different disciplines, 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 – and get to know their people, technologies and businesses at a deep level. We attend their board meetings and advise them at a strategic level.

Using precision marketing processes, we execute unique marketing strategies that help them grow global businesses, via logical, sequenced, measured steps.

Our clients love it and so will you. Why not call us for a chat?


Call us on 1300 000 336 or book a Growth Strategy Session