Marketing

The Marketing department encompasses a large number of roles – it’s not uncommon for larger tech companies to have product marketers, content marketers, marketing analysts, growth marketers, social media marketers, PPC marketers… to name just a few.

The role of a tech company’s marketing department (or in a recently-founded startup, whoever is responsible for marketing) is to develop the positioning, messaging, promotion and price for the products and services on offer. Many people confuse marketing with advertising, but advertising is a component within marketing.

Data-driven

If you already have experience in marketing then none of this should surprise you as these are the same responsibilities you’d find in every company. The key difference is how the marketing roles can be performed within tech companies – the nature of technology products and services means marketers have access to huge amounts of product and user data, providing them with options that haven’t traditionally been available, like tracking and targeting on a per-user level.

This data has turned tech marketing into an inherently analytical role. While traditional marketing has often spent advertising budgets on difficult to measure outcomes (it’s very hard to accurately measure the success of a campaign in a magazine or billboard), tech marketers can use data to tailor their messaging and promotional campaigns to individual customer segments, then use a range of simple tools to accurately measure the success of the campaigns.

Prior marketing experience will help

If you have experience in marketing then moving to a similar role in a tech company can be a relatively straightforward career move, especially if you’ve taken the time to learn about technology, software and the other base components of tech marketing.

Entry-level tech marketing jobs will not always require much in the way of formal education or previous marketing experience, but you’ll be competing against a large candidate base so it helps if you can make yourself stand out.

Is marketing right for you?

Marketing roles appeal to people who have a mix of creative, analytical and social personality traits.

The work is varied, and in an average day a marketer at a tech company could work with their team to create a new campaign for an upcoming promotion, spend time in Excel analyzing the performance of an advertising campaign running on Instagram, or run a cohort analysis to measure whether users of their app are continuing to come back and use it in the weeks following their initial sign up.

Tech Marketing salaries

The salaries offered for marketing roles are usually based on the level of experience and technical difficulty of the job, with wide variations between entry level digital marketing roles and the senior specialist and management roles.