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High-tech Marketing, the Silicon Valley way


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Overview of marketing at a tech company, examples, and practical tips for aspiring tech marketers.

Published in: Marketing
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High-tech Marketing, the Silicon Valley way

  1. 1. High-Tech Marketing: The Silicon Valley Way Andrew Ahn @aahntastic San Jose State University | Lucas College of Business BUS 134C Social Media Marketing
  2. 2. My professional career... Marketing and Customer strategy consultant Product and Monetization Growth marketing leader Product Management
  3. 3. What’s so special about marketing in Silicon Valley?
  4. 4. Fundamentals are the same... def: Marketing The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. -The American Marketing Association Price Product Placement Promotion Marketing Mix (4P)
  5. 5. … but need to solve for more unique situations than the most Targeted at very nascent, or even non-existent, market Constantly changing (esp. with Internet and software products) Based on unproven technology Fierce competition, often only a ‘click away’
  6. 6. A need for ‘modern marketers’... Image source: source:
  7. 7. … in modern marketing functions Underlying core marketing capabilities and functions ● 4Ps, 4Cs ● Market / user research ● Creative Brand marketing Marketing analytics Comms (+ IR / AR / PR) Product marketing Growth marketing Marketing operations Field marketing ... ... New, accelerated, or modified marketing functions to meet the complex business needs
  8. 8. High-tech marketing in action
  9. 9. Growth Marketing example
  10. 10. Growth Marketing example
  11. 11. Product Marketing example
  12. 12. Three practical advices to help train yourself to become a marketer at a tech company
  13. 13. 1. Experience and play with a lot of products Ask yourself: ● What is the user problem? ● Who is the ideal customer? ● How would the business measure user success?
  14. 14. 2. Critique what comes in your inbox and see on the web Ask yourself: ● What is the marketer trying to tell you? ● How would you tell the story? ● Why or why not, and how are you reacting to the message?
  15. 15. 3. Invest on quant and analytical chops Practice, if you can: ● A/B experiment design ● Simple data analyses ● Keeping a log of good intuitions and best practices Image source:
  16. 16. Don’t be this person
  17. 17. Thank you! Questions?
  18. 18. Disclaimer Views expressed in this presentation is personal, and do not reflect the views and/or endorsements of companies affiliated or employed by the presenter. Materials used in the presentation are mainly for illustrative and instructive purposes, and were sourced from publicly available domains.