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The TechTent Effect on Client Growth

At TechTent, 2024 was a year of transformation, learning, and measurable impact. For MSPs and cybersecurity companies across ANZ, we set out to bridge the gap between marketing activity and tangible business growth.


Our mission was clear: to move beyond lead generation and deliver strategies that translate marketing efforts into real revenue and scalability.


We all know that the technology sector is fast-paced and highly competitive, often leaving businesses grappling with fragmented marketing, underutilised resources, and shifting priorities. Throughout 2024, we refined our approach, focusing on strategic alignment, operational excellence, and innovative use of resources like Marketing Development Funds (MDF).


As we reflect on the year, we’re proud to share the key lessons we’ve learned:



Lesson 1: Link Marketing Levers to Growth Activation

Marketing metrics and levers such as MQLs, SALs, impressions, clicks are powerful tools in the modern marketer’s arsenal. But on their own, they’re just numbers on a dashboard. Without a clear connection to revenue and business growth, these metrics ultimately don’t mean much. For IT and cybersecurity businesses, we know that success hinges on more than just activity - it requires transformation of these metrics into meaningful, measurable outcomes. 


In 2024, we mastered the art of bridging this gap, ensuring that marketing efforts contributed directly to our clients’ bottom line. So, we set out to do more than just generate leads - we aimed to ensure they translated into real business outcomes and tangible ROI. 


The Problem: A Disconnect Between Leads and Growth


Generating leads is just one step. Without clear alignment to sales objectives and a focus on conversion, those leads often failed to deliver results. Last year, we observed many  IT companies grappling with challenges in aligning their marketing levers with revenue objectives. 


Too often, we saw marketing efforts dismissed as “fluffy” initiatives- flashy campaigns, generic posts, or simply “showing up” at tradeshows with no clear strategy for follow up. For many IT businesses, marketing was seen as a cost centre rather than a growth driver, with its role limited to producing activity instead of delivering measurable outcomes. 


This disconnect left businesses frustrated and reinforced the misconception that marketing efforts rarely translate into tangible growth or meaningful results. 


Our Solution: Growth Activation


Our approach combined the power of integrated marketing levers, well-designed sales funnel nurture flows, and a focus on end-to-end conversion strategies for bottom-line impact. This not only delivered immediate results, but also built scalable, sustainable frameworks for long-term growth. 


The TechTent Effect: Real Client Example


  • Client Goal: 

    Generate demand and build a strong sales pipeline.


  • What We Did:

    Leveraged digital prospecting, hosted events, and integrated digital campaigns to activate leads. We approached planning with meticulous detail, asking the right questions to align vendor expectations with client objectives. By integrating multiple marketing levers, we designed a unified campaign that maximised conversion potential.


  • The Result: 

    Exceeded initial goals, delivering 113 MQLs and 61 SALs (that’s a 54% conversion rate). With an average deal size of $80,000 and an expected 60% conversion to closed deals, this equates to $2.96M in sales pipeline.


So there it is: proof that marketing is more than just activity. When done right, it becomes a powerful engine for measurable business growth. Our Growth Activation strategies helped IT and cybersecurity businesses align their marketing efforts with revenue goals.


The result? Metrics that mattered, leads transformed into sales opportunities, campaigns delivering tangible ROI, and sustainable frameworks to fuel long-term success.



Lesson 2:  Leverage MDF for Maximum Impact

Leveraging MDF is often underutilised by many IT Service Providers and SaaS companies, often viewed as a requirement to “check off the list” to satisfy partner relationships. We saw a tonne of MDF campaigns that were rushed, poorly planned, and totally disconnected from broader business goals. For a number of reasons, businesses struggled to unlock the true potential of these funds.


We recognise that utilising MDF wasn’t just a funding opportunity - it was a powerful tool to drive measurable growth. By honing in on our internal operations, we were able to transform client MDF from a checkbox exercise into a reliable growth driver. 


The Problem: Lack of Strategy and Execution 


Many IT businesses treat MDF campaigns as a reactive exercise, rushing to use available funds without proper preparation or alignment with business goals. Critical steps like allowing sufficient lead time, asking the right strategic questions, and ensuring campaign details were carefully considered were commonly overlooked.


This hasty approach can result in disjointed campaigns that fail to convert and can leave valuable opportunities on the table. Without leveraging multiple marketing levers to create integrated, results-driven strategies, businesses will struggle to turn MDF programs into meaningful outcomes, further reinforcing its perception as a missed opportunity rather than a growth driver.


Our Solution: Disciplined MDF Campaign Management 


We addressed these challenges in the market by implementing a refined approach to MDF campaigns that ensures they deliver tangible ROI. Our strategy prioritises effective planning and sufficient lead time, allowing us to design campaigns that align seamlessly with both vendor and business objectives.


We asked the right questions to vendors, gaining clarity on expectations and funding requirements, while leaving no detail overlooked in campaign preparation. By leveraging multiple marketing levers, we created integrated campaigns that maximised conversion potential.


The TechTent Effect: Real Client Example


  • Client Goal: 

    Enhance brand visibility and drive qualified leads that provide ROI for both parties involved.


  • What We Did: 

    Developed an MDF-backed strategy that included content marketing, digital advertising, and conversion offers. This approach focused on thorough preparation, such as understanding vendor expectations, asking detailed questions to align goals, and allowing sufficient lead time for optimal execution. Multiple marketing levers were integrated into the campaign to create a cohesive and impactful strategy.


  • The Result: 

    Delivered 116,787 impressions, 796 website clicks, 19 digital conversations, and 5 SALs, resulting in a $300K sales pipeline.


Effective use of Marketing Development Funds (MDF) has the potential to be a game-changing resource for IT businesses, but only when approached with strategic precision and in a programmatic way.


By transforming rushed, reactive campaigns into integrated strategies that align with both vendor and business objectives, we’ve helped our clients achieve measurable results that far exceed expectations. MDF is no longer just a box to tick—it’s a tool for scalable, sustainable success.



Lesson 3: Operations are the Catalyst for Growth

In the high-urgency world of tech businesses, where priorities shift rapidly and immediate demands often take center stage, strategic marketing is frequently de-prioritised. As a result, marketing activities are executed reactively, often without the structure or planning needed to achieve long-term success. 


While marketing operations may not be the first thing MSPs or tech companies come to us for, it’s a critical layer of agility they wouldn’t otherwise access - one that accelerates closing the gap between marketing efforts and measurable business results. 


The Problem: Reactive Marketing Undermines Growth


With priorities shifting rapidly, marketing often becomes an afterthought. Almost always executed in a rush to meet immediate needs without the strategic framework required for long-term scalability where consistency is key. Ultimately, this lack of structure leads to fragmented campaigns that fail to deliver, missed opportunities to align marketing with revenue, and an inability to shift priorities whilst maintaining a focus on growth. 


Without specialised project management and a strong emphasis on systemised marketing operations, businesses struggle to connect their marketing activities to revenue and sales conversions, leaving campaigns to fall short of their inevitable potential. 



Our Solution: Team TechTent


At TechTent, we act as an extension of your team to become the backbone of your marketing operations, ensuring every initiative is built on a clear, strategic framework and rolled out with consistency and velocity. Through meticulous planning, precise project management, and operational excellence, we delivered agile, impactful campaigns that connected marketing activity to measurable business results.


Even when marketing operations aren’t your primary focus, our expertise provides the agility, structure and efficiency needed to adapt to market changes while maintaining long-term growth and revenue goals. By addressing gaps in planning and execution, we ensure your marketing efforts drive both immediate impact and scalable success.



The TechTent Effect: Real Client Example


  • Goal: 

    Drive engagement and sales opportunities through field marketing campaigns.


  • What We Did: 

    Delivered a fully managed tradeshow campaign, including pre-event planning, event execution, and post-event nurturing. Focusing on detailed project management and strategic foresight, we ensured every stage of the campaign was aligned with the client’s business goals and executed with precision.


  • The Result: 

    Generated a total of 198 leads, with warm-to-hot opportunities that translate into real sales potential.


Strategic marketing operations aren’t just a nice-to-have - they’re the backbone of scalable growth. By embedding structure and foresight into every initiative, we’ve helped tech businesses overcome reactive marketing and achieve sustainable success.



At TechTent, we’ve learnt and actioned how to turn marketing into a powerful growth engine for high-performing technology businesses. By combining strategic planning, operational excellence, and measurable outcomes, we help businesses like yours close the gap between marketing efforts and real revenue growth.


Last year, we fueled the growth for high-performing technology businesses and we’re ready to do it again this year. Are you ready to accelerate your company growth in 2025? 


Let’s chat and benchmark your current ROI against industry standards. 



 
 
 

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