The real reason top telcos and tech brands dominate their market
I had an interesting conversation with a reseller CEO last week that got me thinking. ‘Our product is better than the competition’s,’ he said. ‘So, why aren’t we winning more deals?’
It’s a question I hear a lot as MD of F6 Agency. And the answer isn’t always what they expect:
The best technology doesn’t always win — the best marketed technology does.
I’ve seen firsthand how marketing can transform telecoms, IoT, and tech businesses. But too many companies in these industries either undervalue marketing or misunderstand its role completely.
There’s a prevailing belief that if the connectivity or technology is good enough, it will sell itself. That if the product has the best features, the market will take notice. But that approach doesn’t do their business justice, or drive meaningful growth.
Marketing isn’t just about generating leads or running campaigns. It’s the most powerful way to gain competitive advantage. It determines how your business is perceived, how much your customers are willing to pay, and ultimately, whether you’ll be seen as just another provider or the go-to brand in your space. I’ve watched countless businesses with superior technology lose out to competitors who just told a better story.
Businesses that make marketing a strategic function instead of an afterthought become industry leaders
Marketing builds brand equity
Let’s be honest, in telecoms especially, differentiation is tough. Connectivity providers, MSPs, and solution vendors are all competing in a market flooded with similar-sounding offers. What separates those who struggle from those who lead?
Brand equity.
Brand equity is what makes customers choose your business over a competitor, even if your product is functionally the same. It’s the trust, reputation, and perceived value your brand carries. And that’s where marketing plays its most crucial role.
Take companies like BT Business or Vodafone. They don’t just sell networking solutions or connectivity. They sell trust, reliability, and innovation. Their marketing consistently reinforces their authority in the market, building brand equity that allows them to charge a premium and attract loyal customers.
For businesses looking to scale, the focus needs to be on both short-term lead generation and long-term brand building.
Don’t just take my word for it. Research by Les Binet, Peter Field, and Byron Sharp shows investing in marketing is the best way to grow:
- Brands that are recognisable and come to mind quickly are 3x more likely to be chosen.
- Distinctive brand elements boost brand salience by up to 52%.
- Brands with higher salience grow faster.
- Stronger brand presence leads to larger market share.
Businesses that make marketing a strategic function instead of an afterthought become industry leaders, increase their shareholder value, and make their business a more attractive acquisition proposition.
Strategy before tactics
One of the biggest mistakes I see in the industry is companies jumping straight into tactics, throwing money at LinkedIn ads or trade shows without a clear strategy behind them.
At F6, we don’t start with tactics. We start with strategy:
- Who exactly are you trying to reach? (Resellers? MSPs? End-users?)
- What keeps them up at night? (Security? Network resilience? Pricing flexibility?)
- Why should they choose you over everyone else? (What sets you apart from what they’re currently using to solve their problem?)
Without these foundations, marketing is just guesswork. But with the right strategy, every marketing effort – your website, content, lead gen campaigns – reinforces the same, compelling message, making your business stand out in a crowded market.
Marketing is a long-term investment, not a cost
Telecoms businesses often see marketing as a cost rather than an investment. They want immediate results, quick ROI, and sales-qualified leads – tomorrow. But marketing isn’t just about today’s pipeline, it’s about building long-term value.
The companies that truly dominate their markets? They play the long game. They invest in building their brand consistently, day after day, year after year. Their customers actively seek out the brand because they’re top-of-mind, trusted, known by all the decision-makers in the buying group.
When businesses stop viewing marketing as a short-term expense and start seeing it as an asset that compounds over time, they start to see real impact:
- Higher conversion rates
- Stronger customer loyalty
- Premium pricing power
- Increased enterprise value
A partnership, not a hand-off
Another common issue I see is the divide between marketing and sales. If your marketing team is just churning out MQLs while your sales team works in isolation, you’re missing the point.
- A strong brand means customers are already familiar with your company before a sales conversation even starts.
- Unified messaging across all touchpoints builds trust and helps sales conversations go more smoothly.
- A clear value proposition means sales teams don’t have to rely on discounts to close deals.
- Targeted ABM campaigns ensure sales teams are speaking to the right prospects at the right time.
When marketing and sales align, something magical happens: deals close faster, at higher values, with less discounting.
Data-driven, but not data-obsessed
I believe in the power of data to inform and refine marketing strategies. Yes, metrics matter. And analytics are important. But one of the biggest mistakes I see is an over-reliance on data at the expense of storytelling.
Marketing isn’t just about optimising click-through rates. It’s about building trust and credibility.
I’ve seen too many companies bury their audience in stats, charts, and technical specifications, forgetting that buyers (even in B2B) make decisions emotionally as well as rationally.
Marketing needs to balance hard data with a compelling brand story. By addressing real-world pain points and making your audience care, you create messages that actually resonate.
Marketing should lead, not follow
In many telecoms businesses marketing is treated as a support function rather than a strategic driver. It’s seen as executing on sales goals rather than shaping business direction.
What do the most successful businesses do differently? They put marketing at the heart of their decision-making, using marketing insights to guide product development, pricing strategies, and customer engagement.
In short, they let marketing lead, not follow.
How telcos and tech brands dominate their market: The bottom line
Marketing shouldn’t be an afterthought. It’s a core function that determines business success.
In telecoms, IoT, and tech, companies that invest in building their brand, refining their positioning, and aligning marketing with sales don’t just grow faster, they dominate their market.
At F6, we help businesses in these industries clarify their message, cut through the jargon, and create marketing strategies that deliver real commercial impact. Because in a world where everyone’s selling similar solutions, the winners aren’t just the ones with the best technology. They’re the ones who know how to tell their story in a way that matters.
If you’re not telling your story, you can bet your competitors will be. Define your own narrative.
Ready to stand out with the right marketing strategy?
Our MD and founder, Candice blends strategic marketing and business development support to help owners and marketing managers grow their business. From IoT start-ups and telecoms scale-ups to major network operators, her clients know they’ll see tangible returns.
