A short presentation from Owen Scott, Director of Concentrate Marketing's Market Measures Survey 2015. This annually conducted report compares the performance and behaviour of tech firms in New Zealand with those in the USA. What follows are a few excerpts from this report. Read the full report here: http://www.concentrate.co.nz/.

2. AGENDA
1. Market Measures benchmark statistics.
2. Core theme: “Bringing knives to a gunfight”.
3. Responding to the challenge.
Free report download:
Visit marketmeasures.co.nz and use promo code “MMSA”

3. We help New Zealand’s smartest technology firms
find and grow markets for their products

4. Coming up with ideas isn’t the barrier to
growing more companies, it’s our ability to
sell them successfully into big export
markets.

6. 2010 2011 2012 2013 2014 2015
Annual turnover growth 40% 48% 53% 39% 38% 44%
Companies exporting 77% 85% 69% 77% 77% 68%
Using channel partner in
export markets
38% 31% 33% 35%
Sales & marketing
expenditure
40% 30% 28% 29% 27% 20%
SEVEN YEARS OF BENCHMARKS

7. When it comes to generating leads we’re
bringing knives to a gunfight.

8. Source of leads: NZ vs USA tech companies
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Cold calling by sales group Indirect marketing Other
New Zealand companies USA companies

9. Kiwi tech firms need to expand their armoury
to generate leads more efficiently.
1. CHOOSE YOUR WEAPON

10. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
New Zealand
companies
USA companies
New Zealand companies USA companies
Use of content marketing

11. Content marketing tactics used
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
NZ companies USA companies

12. Use of social media platforms to distribute content
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
LinkedIn Twitter Facebook YouTube Google+ SlideShare We don't
use social
media
NZ companies USA companies

13. Deploy content marketing to generate leads,
not just retain customers.
2. TAKE AIM

14. Importance of content marketing goals

15. Cadence is everything when it comes to
generating leads.
3. FIRE! FIRE! FIRE!

16. Frequency of content publication

17. Marketing Automation software platforms

18. Measurement is a huge blind spot for New
Zealand technology marketers.
4. CHECK IT HIT THE TARGET

19. None Minimal Some A lot Significant
Website activity (e.g. visits, page views) 
Sales funnel activity (e.g. contacts, leads,
prospects)

Lead generation (e.g. number, source, quality
etc.)

Social media activity (e.g. LinkedIn updates,
Tweets)

Customer satisfaction index 
Offline promotional activity (e.g. tradeshow
leads, direct mail responses)

Brand awareness 
Online promotional activity (e.g. Google
AdWords clicks)

Levels of metrics and marketing measures in place

20. ABOUT US
Concentrate helps New Zealand’s smartest technology firms
find and grow markets for their products.
If you have the courage to focus, we have the tools and
experience to help you realise the potential of your
innovation.
www.concentrate.co.nz