Technology Sales and Marketing trends in Singapore
As the tech industry continues to boom, so have sales and marketing jobs in Singapore as their roles become pivotal in driving most businesses forward. Since the start of 2021, there has been more than 20,000 tech sales and marketing jobs posted on job boards and it is now the third most in-demand tech-related job available, right behind software developer jobs and operations. It is also a lucrative field to get into with great salary packages and limitless opportunities for mid-career switches given transferrable skills sets and adaptability.
At its core, tech sales and marketing typically involve selling Software as a Service (SaaS) to businesses. We spoke with our Senior Consultant, Desmond Lim from Huxley Singapore to shed light on what the prospects are for tech sales and marketing.
Desmond also added “Across industries, companies in Singapore are releasing bonuses in Q1 and there are high chances that people start to look out. There is greater volatility, in addition to the market experiencing stiff competition. More people are looking to change jobs in Singapore, whilst companies are also hiring – competitiveness is the same for both hiring companies and sales and marketing talent who are looking out.”
Before we dive into the top trends within tech sales and marketing, find out what these career paths entail. This will be especially helpful if you’re a sales and marketing professional, or if you’re thinking to move into tech sales and marketing.
What is Tech Sales?
Technology sales is the act of connecting consumers with technology that can provide a solution to a specific problem or challenge. Different technology companies and organisations might sell varying products or services depending on the type of sales they work in, such as unique technological hardware or specialised computer software.
Desmond highlighted, “For example, a computer company might sell different types of computer hardware, such as laptops and desktops, while another company may focus on computer software, such as operating systems and business tools. From B2B, B2C and even B2B2C, whether hardware or software, tech sales and marketing is ever crucial to any technology firm be it big or small. Their importance continues to grow within subsectors like cybersecurity, infrastructure hardware, network, cloud and data science.”
What is Tech Marketing?
Generally, any marketing role within tech encompasses B2B marketing. Most marketing experts within tech start from a project management (PM) focussed role. The foundation of all marketing is effective messaging and positioning of the brand and its product or service and the PM’s role within tech too provides this foundation. PM is also the place where Sales and Product meet so that the voice of the customer can be injected into its product development. This is a great opportunity for marketing professionals who wish to get cross functional exposures.
If you are intrigued by what the functions of sales and marketing can offer to a business, here are some of the top tech sales and marketing trends in Singapore that might pique your interest:
Sustainability movement and ESG maturity in tech
Environmental, Social and Governance (ESG) has been a key part of conversations among business leaders, regulators, and consumers. In the last few years, ESG has become more mainstream as regulators continue to discuss the importance of reporting and disclosing standards in this space.
Tech companies have acknowledged the risks they have related to ESG — from pollution to worker safety issues and reputational damage from diversity or corruption concerns. As such, many tech companies are now looking to create an ESG strategy by setting expectations and commitment to transparency. In 2022, you will see more companies marking ESG goals, expressing them publicly, and establishing mechanisms to measure and track ESG metrics.
E-commerce and Metaverse
Buying goods in traditional brick-and-mortar stores gives shoppers the ability to physically touch or try on products prior to purchasing. E-commerce shopping forgoes the physical aspect of traditional brick-and-mortar shopping, but it offers unprecedented convenience, speed, and access.
The Metaverse is where these two previously separate worlds converge to create an experience that will redefine e-commerce forever. From non-fungible tokens (NFTs) to social commerce to augmented and virtual reality, the metaverse brings technology out of the digital arena and into the physical world.
While we are still only just beginning to discover the ways of metaverse, NFTs and many new technologies, these will impact our lives as metaverse for instance has already begun to establish itself as the next frontier in the digital economy. E-commerce giant Amazon has started by incorporating early metaverse technology into its marketplace. Its newest augmented reality (AR) shopping tool, Room Decorator, allows you to use your phone or tablet to see what furniture and other home décor will look like in your space. You can view multiple products together, and even save the AR snapshots of your room to review later.
Direct-to-avatar sales models
According to Forbes, Direct-to-avatar (D2A) refers to an emerging business model selling ‘digital identities’ and bypassing any supply chain management like logistics of how to get a physical product to a consumer's door. D2A brands are being sold in social or competitive virtual environments like games or open worlds where consumers project themselves as an avatar.
The use of avatars have changed behaviours in real life. The offer of a direct connection between the real world and digital realm allows tech marketers an opportunity to integrate the virtual world in their campaigns with a high likelihood of an increase in consumer purchases versus the physical one.
From a logistics point of view, you can now replace your supply chain with design mock-ups and pre-visualisation. Designing and prototyping everything in 3D can also allow you to share and review internally with stakeholders – then ship, market and sell without ever creating a product and distributing physically. The cost, scale, and speed at which you can work could completely give your business a new life. You get to push things past the boundaries of physics and reality and tap into a whole network of customers and future generations.
This sales model has become prominent in tech sales, and it is the biggest indication that we are moving into a time of metaverses. More brands, more drops, more partnerships, and more physical and virtual crossovers have shown that we are on the road to it.
Increasing woes of Digital Sameness
In today’s world, ‘Digital Sameness’ refers to how everything digital—from web pages to mobile apps, and even brand logos—tends to look the same, behaves the same, and features the same functionalities. For instance, if YouTube introduced auto play, rest assured that every other company dealing with video streaming will do the same, regardless of if it makes sense for the brand, or even worse, can become detrimental for the digital well-being of the end-user.
Desmond added, “In this sense, tech sales and marketing teams will need to rethink their brand, learn what it means to innovate and think about new avenues to carve that competitive edge against its competitors as the market becomes increasingly saturated.”
Investment in User Experience (UX)
In 2022, the demand for marketing teams to minimise complexity of apps will be one of the top UX trends.
One example is the launch of ‘Super-apps’ – applications within apps or part of apps – which used to be a thing only in Asia. Tencent’s WeChat is undoubtedly the first mover in the race of super-apps, integrating services such as messaging, social media, payment, e-commerce, food delivery, cab-hailing, and many more under one app.
Other players in Asia are utilising their geographical advantages to replicate the Tencent model. For example, Grab in Malaysia and Singapore, Gojek in Indonesia and so on. Google too has integrated multiple apps for Gmail, Google Meet, and Google Hangouts into one single app under Gmail. Twitter is adding “Spaces” while YouTube and Instagram is adding “Shorts” and “Reels” to rival TikTok.
While companies continue to clutter more offerings and services into their apps, it will be up to designers to keep the interfaces clean, intuitive, and engaging.
With the above mentioned, what are some of the most popular sales and marketing jobs in Singapore in 2022?
Top tech sales and marketing jobs in Singapore
Some of the top sales and marketing jobs include:
- Enterprise Account Manager
- Enterprise Sales Manager
- Regional Sales Director
- Digital Marketing Manager
- Digital Marketing Director
Desmond shared, “Given that this is a booming sector, mid-senior sales directors, marketing directors, lead generation and demand generation managers will also continue to reign in demand.”
Whether you’re already working as a tech sales and marketing professional or looking to enter the industry, competition is stiff. As such, getting certified in sales and marketing courses and using that as added knowledge can really make you stand out from your competition.
Top courses and certificates in sales and marketing to take up
Given that the market is now highly competitive and saturated, it is always good to be on a look out for courses to earn your certificate in sales and marketing via the channels below:
- SkillsFuture courses
- Private educational institutes i.e General Assembly
- Universities i.e part-time degrees
Desmond highlighted, “This is especially so for marketeers who are mainly specialising on the offline scene. Adaptability is important and you will need to pick up the ropes to migrate towards digital channels or be left behind. Whilst there are many aspects in digital marketing to pick up and you might feel overwhelmed at the wealth of knowledge out there, choose one niche – for instance, Search Engine Optimisation (SEO) – and focus on that alone. It is always good to specialise.”
Do you work within tech sales and marketing or want to enter the industry?
If you wish to find out more about talent trends and talent solutions to scale your tech sales and marketing teams or what talent strategies your competition may have that you can adapt, please reach out to us via the form below and a dedicated specialist consultant will be in touch with you.
Alternatively, if you are a sales and marketing professional looking for a mid-career switch within the tech space, feel free to reach out for some of the latest jobs or more confidential roles. You may also look at available openings on our job search page.