Capture the attention of high tech prospects on the crowded internet.
Build lasting customer relationships.
Be first in the marketplace with new technology - on a limited budget.

These are just some of the challenges facing more than 40 senior marketing and sales individuals in Canadian high tech companies. SMA recently conducted telephone research with the objectives of learning about trends in the high tech marketplace and the preferred marketing tactics these organizations employ.

Trends and challenges

• Senior sales and marketing people regarded the trend towards web-based marketing as the most important. Specifically, these executives mentioned search engine optimization, WebCasts, blogs, and social networks.
• Other major trends mentioned include a focus on customer understanding - getting into the heads of their customers to truly understand their needs and learn how to speak their language, and one-to-one and customized marketing.
• Effective messaging was cited as the most significant challenge facing senior marketing and sales individuals and their departments. Understanding how to customize - not only the message, but the way in which it is delivered.
• Lack of financial and human resources was cited as another significant challenge.
• Survey respondents said they intend to address these trends and challenges by hiring staff and conducting research. They also plan to implement new systems and tools.

Preferred marketing activities

• Sales and marketing executives considered events (trade shows, conferences, seminars, Webinars, etc.) as the most effective tactic for generating sales revenue.
• Secondarily, direct marketing and direct mail/e-mail were indicated as effective marketing and sales activities.

Expertise gap and outsourcing marketing activities

• Respondents stated their departments lack qualified people, specifically those with adequate industry and product knowledge, as well as the international skills required to deal with emerging global markets. Executives also said they face a gap in writing skills and in human and financial resources.
• To address these gaps in expertise, departments are planning to hire employees. They are also intending to outsource marketing activities, leverage existing resources and conduct training.
• Marketing services typically outsourced are: events, telemarketing, advertising and direct mail/e-mail.
  

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