// free_ebook
How to Build Marketing at Your Technology Company
The guide for CEOs of software and technology services companies: what marketing has to solve, what to delegate, how much to invest and how to tell whether it is bringing demos.
23 pages
// what_you_will_learn
- How many demos per month marketing should bring, calculated from your revenue goal
- When an in-house team, an agency or a hybrid model makes sense
- The first roles a technology company needs and the order to hire them in
- How to split the budget between people, tools and media
- What to ask a candidate or an agency that claims to understand your product
- The metrics that connect marketing to sales, plus a 90-day plan
// who_it_is_for
Written for the Person Making the Call
01
CEOs and founders of software companies about to hire their first marketer
02
Owners of consultancies and integrators who depend on referrals and want demand of their own
03
General managers torn between growing an in-house team and hiring an agency
// inside
- 01
Before You Hire: What Marketing Must Solve
How to translate your revenue target into qualified demos per month.
- 02
In-house, Agency or Hybrid
The benefits, costs and risks of each model at each company stage.
- 03
The Roles in a Marketing Team at a Technology Company
What each role does, when you need it and the order to hire in.
- 04
Budget: How Much to Invest and Where
How to split investment between people, tools and media.
- 05
How to Hire People and Agencies
Questions, practical tests and red flags.
- 06
Metrics: How to Know It Works
The KPIs that connect marketing to sales, and how to read them.
- 07
The 90-Day Plan
What should happen in month one, two and three.
// faq
Frequently Asked Questions
Does it cost anything?
No. The ebook is free.
What kind of company is it for?
Software and technology services companies that are building or reorganizing their marketing: from the first hire to teams of several people working with agencies.
Will I get sales emails?
You only get the newsletter if you tick that box. Otherwise we use your details solely in relation to this resource.