Dynamics of Marketing for Tech Companies: An Insightful session by Mr. Vikram Kotnis

Category : Life at Amura
Author : Team Amura
Date Created : 05 May 2024

Category : Life at Amura   |   Author : Team Amura   |   Date Created : 05 May 2024


The session shed light on the diverse landscape of tech businesses, distinguishing between service-based and product-based companies.

Dynamic marketing for tech companies
Dynamic marketing for tech companies
  • Service-Based Tech Companies:

    These enterprises thrive on the expertise of their people and their ability to deliver tailored solutions. Their pricing models are often influenced by factors such as the type of service offered and resource costs.

  • Product-Based Tech Companies:

    Product-focused businesses stand out through their features, customization options, and scalable pricing models based on user licences.

Key Success Metrics:

Both service-based and product-based tech companies rely on common success metrics to gauge their performance:

  • Lifetime Value (LTV):

    A measure of the total revenue generated by a customer over their entire engagement with the company.

  • Customer Acquisition Cost (CAC):

    The cost associated with acquiring a new customer, including marketing and sales expenses.

  • LTV/CAC Ratio:

    An indicator of the effectiveness of marketing and sales efforts, calculated by dividing LTV by CAC.

Essential Considerations for Marketers:

When onboarding tech companies, marketers must delve into crucial aspects such as:

  • Product-Market Fit (PMF):

    Ensuring that the product or service addresses a genuine need in the market.

  • Pricing Strategy:

    Tailoring pricing models to align with the value proposition and target market.

  • Current LTV and CAC:

    Understanding existing customer metrics to optimize acquisition and retention strategies.

  • Revenue Objectives:

    Identifying growth targets and revenue milestones to guide marketing initiatives.

Frameworks for Strategic Insights:

To navigate the complexities of marketing tech companies, various frameworks offer valuable insights:

  • Porter's Framework:

    Analyzing competitive forces and market dynamics to formulate competitive strategies.

  • Blue Ocean Strategy:

    Exploring untapped market spaces and creating uncontested market space for growth.

  • PESTEL Analysis:

    Assessing external factors such as political, economic, social, technological, environmental, and legal influences on business operations.


Effective marketing for tech companies demands a deep understanding of their unique characteristics and market dynamics. By leveraging insights from cross-team collaborations and strategic frameworks, marketers can chart a course for success and drive sustainable growth in the dynamic tech landscape: