People and Processes: The Secret to Growth Marketing is Through Methodology, Expertise and Precision.
- Lara Pascoe
- Jan 28
- 4 min read
Let’s be real: 2024 wasn’t exactly smooth sailing for some IT companies. Rapid tech advancements, fierce competition, complex buying cycles, and ever-evolving customer expectations made standing out in a crowded market a tall order.
As we reflect on the past year, one thing became clear: while IT and cybersecurity companies boast brilliant solutions and groundbreaking innovations, many face challenges translating that success into consistent growth.
From crafting clear messaging around highly technical offerings to proving the ROI of marketing efforts, the hurdles were universal yet daunting. Here are the top challenges our clients encountered:
Communicating Complex Solutions
Meeting Evolving Buyer Expectations
Standing Out in a Crowded Market
Proving Marketing ROI
For many IT leaders, marketing remains an afterthought, often overshadowed by sales and product development. But without marketing to bridge the gap between solutions and adoption, even the most innovative products can struggle to find their audience. As a result, many IT businesses struggled to turn their marketing efforts into real results, with challenges like generating high-quality leads, aligning marketing with sales, and achieving consistent growth.
While these challenges can feel insurmountable, they also offer opportunities for IT companies to rethink their approach and unlock their true growth potential.
Turning Marketing Challenges into Growth Opportunities
At TechTent, we’ve dedicated ourselves to helping IT and cybersecurity companies overcome these challenges. Our approach is built on two pillars: our highly specialised team and our structured yet flexible operational processes. Together, these elements transform marketing into a hot-running growth engine.
Here’s how:
Specialised Expertise
Our team brings years of experience in B2B marketing, a deep understanding of the tech and cybersecurity landscapes, and a commitment to aligning marketing efforts with tangible business outcomes.
We understand the nuances of IT marketing and deliver strategies that resonate with target audiences, drive results, and provide clear ROI. You can meet our team here [Link to team page].
Well-Oiled Systems and Methodologies with Room for Personalisation
Each client is supported by a dedicated pod—a small, agile team that runs everything through a streamlined yet adaptable system. This allows us to provide tailored solutions while maintaining operational excellence. From strategy to execution, our processes ensure consistency, accountability, and on-time delivery.
Flat Structure for Collaboration and Innovation
Our flat organisational structure fosters collaboration and idea sharing across teams. By leveraging diverse perspectives and expertise, we’re able to continuously innovate and refine our approach, ensuring every client benefits from the best practices and fresh ideas.
Delivering success for our clients requires not just strategy but also actionable, results-driven services that directly address their most pressing challenges.
Our core services turn obstacles into opportunities where we ensure every solution is tailored to meet the unique demands of the IT and cybersecurity sectors. We do this in one of two ways:
1. Managed Marketing Services: Consistent Growth on Repeat
Limited internal resources, a lack of specialised expertise, and heavy reliance on sales can lead to inconsistent pipelines and missed opportunities. That’s where our Managed Marketing Services come in. Acting as a seamless extension of our clients’ teams, we deliver:
Comprehensive Campaign Management:
From strategy development to execution and optimisation, we handle every aspect of marketing.
Subject Matter Expertise:
Our deep knowledge of IT and cybersecurity ensures campaigns are highly targeted and impactful.
Multi-Channel Marketing:
We ensure visibility across digital campaigns, social media, email outreach, and account-based marketing.
Sales and Marketing Alignment:
Unified strategies that generate high-quality leads and shorten sales cycles.
The results? We surpassed our initial campaign goals and delivered a 54% conversion of 113 MQLs to 61 SALs. With an average deal size of $80,000 and an expected 60% conversion to closed deals, this equates to $2.96M in sales pipeline.
2. Field Marketing Services: Building Trust and Accelerating Deals
In a digital-first world, personal connections are more valuable than ever. Our Field Marketing Services bridge the gap between digital and human interactions, creating opportunities for IT companies to engage directly with decision-makers. Here’s what we deliver:
Tailored Event Strategies:
From exclusive executive roundtables to large-scale webinars, we design events that align with client goals.
Full Scope Project Management:
We handle every logistical detail, ensuring seamless experiences for both clients and attendees.
Comprehensive Tradeshow Campaigns:
From pre-event planning to post-event nurturing, we maximize impact and convert leads into opportunities.
The results? 198 leads designed to nurture into conversion with warm-to-hot opportunities that translate into real sales potential - all in one campaign.
The success of our services isn’t just about what we do—it’s about how we do it.
At the heart of everything we do lies a commitment to care, integrity, and accountability. Our team’s deep knowledge of the IT world allows us to develop strategies that don’t just meet industry standards but truly resonate with our clients and their target audiences.
We believe in fostering strong partnerships built on transparency and trust. That’s why we prioritise clear and open communication at every stage, ensuring our clients are always informed, involved, and empowered to make decisions. Accountability is a core principle for us; we don’t just deliver campaigns, we deliver measurable results. By tying every initiative to clearly defined KPIs, we ensure our clients see the tangible impact of their marketing efforts.
This thoughtful and meticulous approach enables us to achieve consistent, impactful outcomes that go beyond short-term wins, driving sustained business growth and positioning our clients as leaders in their industries.
Ready to Elevate Your Marketing in 2025?
With our proven processes, expert team, and commitment to excellence, TechTent is ready to help you turn marketing challenges into growth opportunities. Whether you’re looking for Managed Marketing Services, Field Marketing, or both, we’re here to deliver results that matter.
Let’s chat about how we can help your IT business thrive in 2025.
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