Marketing in Tech — The Complete Guide to Careers, Strategy, and Growth
Marketing in the technology industry is one of the fastest-growing and most dynamic areas of modern business. It sits at the intersection of innovation, creativity, and data-driven strategy. Whether you’re an aspiring marketer, a tech founder, or a company looking to scale, understanding how marketing in tech works is essential. This guide explores what tech marketing is, how to build a career in it, the agencies shaping the industry, and how Unhidden connects talent with opportunity.
Founder’s Insight – James Gilford on Marketing in Tech
"Marketing in tech is a really diverse subject depending on channels, business, product and geographies. One common thread is that the marketers in technology are often very commercial, growth & ROI focused, and are candidates that work at a pace & expect to work in businesses that look for high performance environments."
James Gilford - Founder - The Hidden Market
At The Hidden Market, our founder James Gilford combines years of experience in marketing and recruitment & recruiting within tech. He writes about how technology is transforming marketing roles and the new skills that modern marketers need to thrive.
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What Is Marketing in Tech?
Marketing in tech refers to the strategies and practices used to promote technology products, services, or platforms. Unlike traditional marketing, tech marketing often focuses on complex products and B2B audiences, requiring a deep understanding of innovation, user experience, and data.
Tech marketing combines storytelling and analytics — it’s about communicating value clearly while demonstrating how technology solves real-world problems. From SaaS platforms to AI-driven tools, the best marketers in tech balance creativity with measurable performance.
The Rise of Digital-First and Product-Led Growth Models
Modern tech companies often grow through product-led strategies — where the product experience itself drives adoption. Marketers play a vital role in guiding users from awareness to retention, often using freemium models, onboarding campaigns, and community engagement.
Key Roles in Tech Marketing
Roles in tech marketing include Product Marketing Managers, Growth Marketers, Content Strategists, Performance Marketers, and Brand Leads. Each requires different skill sets, but all share a focus on measurable impact and alignment with fast-paced innovation cycles.
How to Get Into Tech Marketing
Tech marketing attracts people from all backgrounds — digital marketing, communications, data analytics, and even non-marketing careers. What matters most is curiosity, adaptability, and the ability to connect technology with customer needs.
Skills You Need
Core skills include SEO, content strategy, analytics, automation tools, CRM management, and data interpretation. A solid grasp of storytelling, customer psychology, and digital campaign execution is also crucial.
Typical Backgrounds
Many tech marketers begin in agencies, startups, or adjacent roles such as sales, product management, or content writing. The industry values hands-on experience and a portfolio of real results more than traditional qualifications.
Entry Points and Career Progression
Start with entry-level roles like marketing coordinator or content specialist. With experience, you can move into manager-level roles, lead campaigns, or transition into strategic positions such as Head of Growth or CMO.
Tips for Transitioning Into Tech Marketing
Gain certifications from HubSpot, Google, or Meta. Build a personal brand on LinkedIn, and showcase projects that demonstrate results. Joining communities and attending events like “Technology for Marketing” can also help build your network.
The Skills and Tools Every Tech Marketer Needs
To succeed in tech marketing, you need both technical expertise and creative intuition. The right tools and mindset enable faster experimentation and smarter decision-making.
Technical Skills
Analytics (Google Analytics 4, Mixpanel), marketing automation (HubSpot, Marketo), A/B testing, SEO, and paid media management. Understanding APIs, integrations, and data flows is increasingly valuable.
Soft Skills
Tech marketers thrive on curiosity, flexibility, and communication. Being able to translate complex technical products into customer language is a superpower.
Tools to Master
HubSpot, Salesforce, SEMrush, Ahrefs, Webflow, Figma, and Notion are among the most-used tools in tech marketing teams. Mastering even a few of these increases your effectiveness and employability.
Working With Tech Marketing Agencies
Many technology companies partner with specialist marketing agencies that understand the nuances of promoting tech brands. These agencies offer everything from PR and content to influencer marketing and paid campaigns.
What Tech Marketing Agencies Do
They create go-to-market strategies, manage digital advertising, run social media campaigns, produce thought leadership content, and help companies grow visibility in competitive markets.
When to Use an Agency
Tech companies often hire agencies when launching products, scaling internationally, or entering new verticals. Agencies provide specialist skills and extra capacity that in-house teams may lack.
How to Choose the Right Agency
Look for experience within your tech niche, strong case studies, transparent reporting, and cultural fit. The right partner will feel like an extension of your internal team.
Top Tech Marketing Agencies in the UK (2025)
Examples include Luminous PR, Kuno Creative, and Growthlabs. Each specializes in specific areas like PR, growth, or content marketing. For a full list, see our article on Top Tech Marketing Agencies.
Careers and Job Opportunities in Tech Marketing
The demand for tech marketing professionals is rapidly growing. Companies need marketers who can communicate value in complex B2B and B2C environments. Roles range from creative to analytical, offering strong salaries and career mobility.
In-Demand Roles
Growth Marketer, Product Marketing Manager, Content Marketing Manager, SEO Specialist, Marketing Operations Lead, and Demand Generation Manager.
Salary Overview
According to UK averages, entry-level roles start around £28,000–£35,000, with senior positions exceeding £80,000–£120,000 depending on company size and specialization.
Where to Find Jobs
Most tech marketing roles appear on LinkedIn, Indeed, and specialist recruitment platforms. You can explore opportunities directly through The Hidden Market’s marketing jobs board.
Trends and the Future of Marketing in Tech
Tech marketing evolves faster than almost any other field. In 2025 and beyond, success depends on adaptability and the ability to integrate technology with authentic storytelling.
- AI and Automation: Tools like ChatGPT, Jasper, and HubSpot AI are transforming campaign creation and personalization.
- Data Privacy and Ethics: Transparency and trust are key differentiators as regulations tighten.
- Community-Led Growth: Brands are focusing on user communities rather than just ad spend.
- Video and Short-Form Content: Platforms like YouTube and TikTok remain powerful channels for tech storytelling.
How The Hidden Market Helps Tech Companies and Marketers
The Hidden Market connects marketing professionals with forward-thinking technology businesses. We help startups and scaleups find top marketing talent — from content and growth to brand and analytics roles. Our mission is to make hiring transparent, efficient, and human-centered.
Whether you’re building a marketing team or looking for your next opportunity, we’re here to help you find the right fit in the evolving world of tech.
Resources for Tech Marketers
Expand your skills and network with these valuable resources:
- Events: Technology for Marketing 2025
- Certifications: HubSpot Academy, Google Analytics, SEMrush Academy
- Communities: Marketing Meetup, Demand Curve, Women in Tech SEO
- Podcasts: Marketing Week, Everyone Hates Marketers, Tech Marketing Podcast
Summary
Marketing in tech is a rapidly evolving field filled with opportunities for creative, analytical, and curious professionals. Whether you’re starting your career, leading a team, or building a tech brand, understanding the strategies and structures behind effective tech marketing is key to success.
The Hidden Market helps connect ambitious marketers and innovative companies, supporting the people who drive the future of technology marketing.