Mathabo Sekhonyana is the Chief Marketing Officer at Bettabets, a sports entertainment company, and was named one of Mail & Guardian’s Top 200 South Africans (Technology and Innovation) in 2024.

She is passionate about gender equality, uplifting young South African women and using purpose-driven marketing for good.

That is why, this International Women's Month, we got all of the insights from Mathabo Sekhonyana.

 

What are the most important hard and soft skills to have for aspiring marketers in tech?

In the tech marketing industry, both hard and soft skills are a must. In terms of hard skills, aspiring marketers should be proficient in digital marketing tools, data analysis, SEO, content marketing and, of course, basic AI tools to assist in simplifying tasks. Understanding tech products and being able to translate complex technical features into customer-friendly language is also crucial.

Tech marketing requires the ability to craft messages that resonate with both technical and non-technical audiences; this understanding of both the consumer and tech underpins the need for soft skills.

With the speed at which technology evolves, it is critical that a marketer always begins with deep consumer understanding and an ability to apply that at every evolution point. Empathy and collaboration are vital for working closely with product teams and understanding customer pain points, while leadership skills are essential for guiding teams in the execution of strategic initiatives.

An underrated soft skill for a marketer is being persuasive and personable. These skills will serve you well in lobbying clients and stakeholders to get your work supported and budgets approved, particularly as you advance in your career.

 

How is marketing in tech different from marketing in less technological industries, and how can aspiring marketers prepare themselves to thrive in such a unique field?

The tech marketing field is interesting for a marketer because it requires them to be the eternal student. To do tech marketing well, you need a unique blend of deep product knowledge and an understanding of the consumer's emotional and functional needs. 

Tech marketing is different from other fields because most marketers will need to upskill themselves considerably in order to understand the technical nuances of products and market them to the audience.

Unlike traditional industries where marketing often focuses on established products, tech marketing involves conveying the value of innovation, addressing complex problems and communicating how products or services can simplify or benefit consumers' lives.

Aspiring marketers in tech should familiarise themselves with the tech landscape, including industry trends, emerging technologies and how to market software or hardware to different user personas. It's also important to understand the technical jargon and be able to distill complex ideas into clear, compelling messages that resonate with a broad audience. 

Following successful tech brands and analysing their marketing strategies is a good way to stay sharp and ahead of the curve. A combination of curiosity, technical literacy and customer-centric marketing strategies will serve them well.

 

How much room is there for creative liberty in a field like tech marketing, and how technical can the material get?

There is often a misconception that tech marketing means a lack of creativity, whereas it is perhaps the area that needs it most. This is because you need to explain complex tech to an audience in a way they can receive it and that fits into their need state.

The best tech marketing blends creativity with technicality, and there is a fair amount of creative freedom — especially when crafting engaging content for diverse platforms. For example, using storytelling techniques to showcase the real-world application of a tech product or creating interactive campaigns to demonstrate its benefits can bring the technical material to life.

That said, the level of technicality depends on the product being marketed. B2B tech solutions may require more in-depth technical knowledge compared to more consumer-facing products.

Regardless, creativity remains essential in making tech products accessible and appealing to a wide range of users while maintaining the accuracy of the product's capabilities. 

The technological jargon and complexity of the product may result in difficulty for a marketer, but it is important to remember you are the voice of the consumer. That is a great place to begin when balancing creativity with complex technologies.

 

What types of tools and platforms do aspiring marketers need to be familiar with to work in your industry?

The three main areas for aspiring marketers to consider are marketing automation tools (handling routine tasks without the need for human intervention), data analysis (how to ingest and process data easily to get actionable insights) and CRM systems (creating an understanding of customer relationships and driving targeted campaigns).

In addition to understanding tools like Marketo to help manage campaigns or being familiar with data analysis platforms like Google Analytics, do not count out the value of native platform tools and native tracking.

In this era of marketing, social media listening tools should be the very first in your arsenal. Finally, staying updated on emerging tech trends and learning how to leverage AI, machine learning and big data platforms can set you apart as a forward-thinking marketer.

 

How can someone build a strong voice and personal brand in the tech marketing industry?

I am a big proponent of personal branding and the value this can bring both for you and for the brands you represent. By focusing on thought leadership in areas like digital marketing, AI, or content strategy, you can establish credibility and position yourself as an authority in the space.

Networking is also critical. Attend industry conferences or webinars and engage with others in the tech marketing community to broaden your influence. The key to personal branding is trust, authenticity and community.

 

What, in your opinion, are the greatest challenges faced by people trying to enter the workforce in tech marketing right now?

The biggest challenge for aspiring tech marketers is the evolving nature of the industry. Technology itself changes quickly, and marketers must continuously stay up-to-date with the latest tools, platforms and trends. The level of technical expertise can also be intimidating for new entrants into the tech space.

Breaking into tech can also be very competitive, especially without a proven track record. To overcome this, aspiring marketers need to build a solid foundation in both marketing principles and tech literacy while also being proactive in gaining hands-on experience through internships, networking and upskilling.

 

How important is textbook knowledge versus in-field experience for aspiring marketers? Which would you recommend they prioritise?

While I believe education, formal or otherwise, provides an important foundation, on-the-ground experience is paramount for a marketer in tech. In a perfect world, a balance between theory and real-world experience allows the tech marketer to navigate their work as many aspects of the field are practical and dynamic, requiring marketers to apply theory in an evolving landscape.

I recommend aspiring marketers prioritise hands-on experience through internships, freelance work, or project-based roles where they can experiment and learn in a real-world context. At the same time, they should continue expanding their theoretical knowledge to stay grounded in best practices and core marketing principles.

 

How can aspiring marketers stand out from their competition when applying for internships or jobs?

Building a portfolio that includes real-world projects, such as successful campaigns, blogs, or even self-initiated marketing strategies, can demonstrate both skills and initiative.

Personal branding can also be a major differentiator in giving recruiters and senior managers added insight into who you are. 

Engage with industry professionals on platforms like LinkedIn, attend relevant webinars and participate in online discussions. Additionally, showing a willingness to learn new tools and technologies — and having certifications or online courses to back that up — can show your dedication to personal growth and development.

 

What is the best advice you have received from a mentor or superior that helped you grow your marketing career into what it is today?

The best advice I have received from a mentor is to "let the work speak for itself" — understanding that excellence is what separates the good from the great has been fundamental to how I approach every piece of content, every meeting and every strategy.

I believe that marketing can shape the world, but that starts with marketers who despise the mediocre and insist only on the highest quality output from themselves.

 

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For more marketing insights, read Methods of Persuasion in Marketing Explained.

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