If you run a startup or help scale a business, you’ve probably heard someone ask, “What is MarTech?”—and maybe even, “What exactly is technical marketing?” At 24GO, it’s one of the most common questions we get from founders, marketers, and tech leads alike.
Here’s the straight-up guide: what MarTech actually means, why it matters, what technical marketing is, and how to find (or become) the right technical marketing talent.
What is MarTech (Marketing Technology)?
MarTech, short for marketing technology, is the stack of tools and software marketers use to plan, execute, automate, and measure campaigns—online or offline, across every channel.
Imagine your marketing team as an orchestra. MarTech is the sound system, the mixing desk, and the analytics engine that keeps everything running (and tells you what’s actually working).
Key MarTech components:
- CRM systems (like HubSpot, Salesforce): manage customer data and relationships
- Email marketing platforms (Mailchimp, Klaviyo, ActiveCampaign): nurture prospects and automate campaigns
- Marketing automation tools (Marketo, HubSpot): trigger actions based on customer behaviours
- Analytics and attribution platforms (Google Analytics, Mixpanel): track ROI and optimise spend
- Ad platforms (Google Ads, LinkedIn, Meta): execute and measure paid media
- Content and social tools (Buffer, WordPress): publish and schedule content
- Data connectors & workflow engines (Zapier, Make): keep data flowing between your stack
Today, the average company uses more than 15,000 MarTech solutions worldwide—isn’t that overwhelming? The challenge is to build a connected, efficient stack, not just keep adding tools.
What is Technical Marketing?
Technical marketing is all about simplifying complex products for technical audiences. Whether you’re selling API integrations, SaaS platforms, or developer tools, technical marketing bridges the gap between engineering and real-world customer value.
How technical marketing differs:
- It’s focused on technical buyers—engineers, product managers, CTOs, and IT decision-makers
- The messaging goes deep into “how it works” (not just the why)
- Content includes documentation, integration guides, competitive comparisons, and real code examples
- Empathy for audiences who want transparency, proof, and detail—not just hype
If your company sells to a technical buyer, you need technical marketing: it’s the only way your product features, integrations, or performance will make sense to the end-user.
What is a Technical Marketing Engineer?
A technical marketing engineer (TME) is part engineer, part marketer: someone who can prototype integrations, write technical content, run product demos, and translate features into buyer benefits.
Key responsibilities:
- Build technical demos and integrations for sales teams or customers
- Write (and explain) API documentation and technical whitepapers
- Develop proof-of-concept implementations and guides
- Enable sales with deep competitive positioning and objection handling
- TMEs are critical for companies that sell developer-first or technically complex products. If your sales team struggles with technical questions, you need a TME.
What are Technical Marketing Skills?
Technical marketers need a broad set of both hard and soft skills:
Hard skills:
- Mastery of MarTech platforms (CRM, email, automation, analytics)
- Basic coding/scripting (for demos or integrations)
- Product documentation and API literacy
- Data analysis and campaign optimisation
- Platform integrations (Zapier, webhooks, APIs)
Soft skills:
- Translating complex concepts for non-technical stakeholders
- Cross-functional teamwork
- Strategic thinking (linking product features to business outcomes)
- Customer empathy and listening
Bonus skills for 2025:
- Prompt engineering for AI/automation
- Data privacy compliance
- Conversational commerce (chatbots, AI agents)
- Workflow and MarTech stack design
What is a Technical Marketing Specialist?
A technical marketing specialist focuses on building positioning, content, collateral, and campaigns for complex B2B products. They know how to reach and help technical decision-makers.
Responsibilities often include:
- Competitive analysis (with technical depth)
- Technical whitepapers and case studies
- Technical product comparisons
- Building marketing resources for sales and customer success teams
- Community and developer advocacy
If you’re scaling a SaaS startup, hiring—or developing—a technical marketing specialist is essential for bridging the gap between product and market.
How 24GO Helps You Build (and Use) Your MarTech Stack
At 24GO, we help founders and scaling marketers avoid the most common mistakes:
- Buying tools before defining strategy
- Connecting systems with no clear data flow or reporting
- Hiring marketers who don’t understand technical audiences
- Building campaigns that don’t drive real ROI
We’re certified across Salesforce, HubSpot, Mailchimp, TrafficQuest, Shopify, Google, Meta, and LinkedIn—so we know how to build stacks that actually work together. And we’ve implemented technical marketing for 200+ startups, from API SaaS to B2B platforms.
Whether you need to select the right MarTech tools, clarify technical positioning, or hire the right engineers and technical marketers, our team can help you drive real growth without turning your tech stack into a patchwork of systems.
Bottom Line:
MarTech is the engine, technical marketing is the fuel, and the right specialist is the driver.
Want to build a MarTech ecosystem that actually moves your business forward? Let’s talk, contact us here.
