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Kiwi tech marketers strengthen position by banding together

By Ben Moore
Mon 30 Apr 2018
FYI, this story is more than a year old

New Zealand’s technology sector receives a boost this week with the launch of the Technology Marketers Group (TMG).

The brainchild of a small group of specialist technology marketers and strategists, the Technology Marketers Group intends to improve the success of New Zealand technology companies both overseas and domestically.

“If New Zealand is to achieve the goals it has set for its technology industries, then it needs a strong, globally capable, tech marketing force to sell its goods into those global markets,” says TMG co-chair Jane Smallfield.

“The experience of our founding members is that too often marketing’s voice isn’t being clearly heard within New Zealand’s technology companies. That’s about to change.”

According to Smallfield, the TMG aims to bring marketers together to share experiences, strategies and techniques to help each other and to avoid wasteful duplication of effort and resource.

Smallfield adds that the TMG wants to see marketers consistently included at the senior management table, with proper budgets, meaningful KPIs and a wider understanding of how marketing integrates with product development, sales and overall company operations.

“Too often we see sales and product teams positioned as the heroes within New Zealand technology companies, but without effective marketing, most companies won’t survive long-term,” says TMG co-chair, Bob Pinchin

Pinchin adds that research projects such as the annual Market Measures report consistently show that New Zealand’s technology companies are not making enough use of marketing and sales support automation systems, when compared to their overseas competitors.

“Too many New Zealand companies seem to have a culture that combines a number eight wire philosophy with a few individual hotshot sales people. They do a great job as far as they go, but their competition is literally ‘eating their lunch’ by using sophisticated marketing skills and sales automation systems to outperform them.”

TMG officially launches this week with a series of events in Christchurch, Wellington and Auckland with support from launch partner Qrious.

“Qrious is proud to be involved with the launch of the Tech Marketers Group. We believe that with the right combination of data and marketing we can enable marketers to deliver outstanding customer experiences to compete in New Zealand and overseas. We’re pleased to be associated with a group dedicated to supporting technology industry marketers on this journey,” says Qrious general manager of data powered marketing Nathalie Morris.

“The Technology Marketing Group is now part of the NZ Tech alliance with over 150 of our leading marketers of technology goods and services, coming together at this week’s launch events to mark the start of a new era for New Zealand technology marketing,” adds Smallfield.

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