Insights
Why We Only Work with Tech Companies
Ryan McMillan
When I started Atlas, I made the call to go all in on tech. After working in the sector, I was amazed by the growth and opportunity within the tech industry.
I wanted to expand my impact on that sector, and my best lens to do that was through an agency focused solely on helping tech companies build growth engines.
With my agency background, I understood the outsized advantage Atlas could give our tech partners by the compounding nature of specialisation.
For me, the choice was obvious: if you want to be world-class, you can’t be everything to everyone. You need to put your focus on a certain area and bet big.
Going all in on tech meant being able to increase the probability of being successful for every single tech company that we work with.
Experience begets more experience. With every tech client we say “yes" to (and contrarily, every non-tech client we say “no” to), Atlas deepens our expertise working with SaaS, fintech, marketplaces and deep tech businesses.
The tech sector paints a long shadow into the future. It’s the engine of New Zealand’s growth, creating high-value jobs, attracting global investment and fuelling innovation that will spill into every part of the economy. It’s that kickass number 8 wire mentality, gone digital.
Most of the companies we work with aren’t shipping boxes overseas. They’re building scalable software products, cloud platforms and digital experiences. No bottlenecks, no distribution headaches. They can go global from day one, or at least think global from day one.
But that borderless potential is only half the story. SaaS and tech companies need to move quickly and scale with urgency, using validated channels to know what works and what doesn’t.
Their growth depends on linking key metrics like MRR and CAC payback directly to acquisition activity, or aligning their marketing activity to every stage of their enterprise sales pipeline.
That means they need systems to integrate CRMs with ad platforms so their marketing activities can be measured against the metrics that matter most to the bottom line.
At Atlas, we don’t just understand this reality. We’ve built our entire approach around it.
Most agencies claim to be data-driven, but let’s be honest: that’s table stakes. All digital marketing is data-driven. Without data, you can’t run campaigns.
Instead we’ve asked ourselves,”How can we reliably give clients the highest probability of success?”
The answer is by choosing one sector and compounding knowledge with every engagement. This is why we specialise.
AgencyAnalytics data shows specialist agencies deliver better results more quickly because they know the industry inside out.
And it works. Whether you need tech marketing support for a fintech launch or a SaaS marketing strategy, we’re already fluent in your language. That means we can skip the learning phase and get straight to work.
Our work spans six core categories where we’ve built solid expertise:
Each project adds to our playbook, which means the next client benefits from every lesson we’ve already learned.
For the record, clients that don’t sit within these categories aren’t taken on as clients (disclosure: we do work with one venture capital company, so this isn’t entirely true!)
Every new tech role creates 4.8 more jobs, with a 4% increase in the sector’s growth, adding NZ$2.7 billion to GDP. We’ve seen first-hand how the right strategy executed at the right time can unlock critical milestones including raising capital, entering new markets and hitting product–market fit.
We’ve built growth engines from scratch for B2B Tech Startups like VXT and Carepatron, now doing millions in revenue, with digital being a big contributor to their acquisition.
These results show that when you specialise in tech marketing, you learn what works (and what doesn’t). What’s best is that you can apply what you’ve learned more effectively the next time around.
New Zealand’s tech sector already generates more than $20 billion in GDP, and its export contribution is projected to keep climbing.
By 2032, it will be the country’s leading export earner, outpacing even our traditional primary industries.
At Atlas, our goal is to fuel that growth by helping tech companies hit critical milestones, scale globally and build world-class outcomes from right here in Aotearoa.
If you’re ready to work with a B2B tech marketing agency who speaks your language, knows your metrics and believes in your mission, let's talk about how we can build the future together.
