Marketing has been one of the best ways to earn money.
Over the years, it has developed general roles and specific roles which depends on the industry or firm you’re in.
It doesn’t matter if you’re marketing the latest gadget like the latest service, or a community.
One thing interesting about it is that sometimes what is deemed important in one company can be the least important in the next.
Some see marketing as a strategy, while others see it as a form of communication.
However, in whatever company you’re in, the roles of a marketer will not be the same.
One of the most interesting roles in marketing, is when it’s involving Tech.
Tech companies like Google will handle marketing differently from Coke.
That’s why it’s so interesting.
What is tech by the way?
Tech companies are basically B2B players who make their money through selling their products to other companies.
Now you might be asking, how is it really different when you’re handling a tech company? The difference lies in how a company considers a certain role. A product marketer in a tech company is the same as a brand manager to Coke. However, the PM in a tech company and the PM in Coke do not have the same range of responsibilities and workload.
And smaller companies, you’ll find you’re taking up multiple roles.
So, here are the major roles a marketer performs in tech based enterprise. Note that although this may still differ from one company to the next, these are the general roles.
In this role, you would function the way a Public Relations officer functions. Holding the internal and external relations analysis, social analysis, and employee communications.
You will also be in charge of corporate or executive communications along with the influencer relations.
2. Demand and Operations
This is the big player in tech.
Since up to 70% of the CMO is allotted here, the role of the marketer here is very important. This group handles data, demand generation, experimentation, field marketing, predictive analytics and the like.
3. Product Marketing
This is the more traditional role in tech marketing. It is the switch among sales and product. A good product marketing must be experts and adept when it comes to the product and they must also translate this excellence to the sales team which they will convert into sales collateral.
This is where your company’s STP (segmentation, targeting, competitive intelligence, positioning) is developed, which will then be content created to drive out sales for the company.
The creatives or the brand group is you guessed it, responsible for the branding and campaigns. This is where the creative individuals come together.
5. Channel or Partner Marketing
This is not common to all tech companies, but companies like Microsoft, Dell and Cisco have a lot of channel partners to help sell the product. Channel or Partner marketers empower and arm Partners with content, programs, promotional deals, events, etc.
That makes up the whole CMO (Chief Marketing Officer) in a tech company. So, how is the CMO measured? CMOs have become the access tool, they have become the technology used for the company to know more about the buyers – basically CMOs give awareness and understanding into the buyer.
This level of awareness and understanding is the key to effective brand positioning.
Marketers have access to information about the customers.
They have analytics to back them up and they are the representative of the customer in the whole company. So marketers really drive out sales.
Now that we know the marketing roles, it is important to know the foundation of marketing itself. Yes, there are different roles but it all boils down to how effective the messages relayed to the audience are and of course how the brand is positioned.
This foundation is provided by the product marketer. The product marketer may be a traditional role, but it is kept and practiced for a purpose. It is where sales and product meet. It is the voice of the customer. The voice of the customer is a useful tool in product development.
So, if you have plans on working for a tech company from a traditional company, being a PM is a great kick start.