At SwayTech we’re on a mission to enable Founders, CEOs and business leaders to build a marketing mindset capability that unleashes their growth potential - at scale.
We bring together 3 Marketing Drivers across Strategy, Marketing Leadership, Execution and out-of-the-box services that help Kiwi Tech business leaders, founders and CEO's navigate their growth journeys through the power of marketing as a strategic business wide mindset, not a function.
We work with start-ups, scale-ups, growth and mature Tech Businesses with a suite of fit for purpose services that support each age and stage, and evolve as they do.
Come talk to us.
Our Head of Business Brand Caroline Herrick living our values and helping our clients navigate their success. As a team this is what drives us, what fuels our purpose, and it's our unwavering focus.
Check out what our CEO Michael Friedberg had to say 👇 - and give her a follow on LinkedIn!
#swaytechimpactstories
This is how we roll…sharing another Sway and Tell moment from the week.
Working alongside CEOs, it's not just about planning and executing marketing —it's about being there as an advisor who helps them operate at the right level, especially in conversations with the board.
Caroline, our Head of Business Brand, has been finalising a strategic positioning piece of work for a tech company in growth mode.
Her goal isn't just to define a position and build a sales led approach to win, but to guide the CEO in gaining board alignment. She helped them position their business in a way that was clear, intentional, and realistic for their current resources and market potential.
The result? The CEO was able to confidently articulate to the board:
1️⃣ Where the business fits in the broader landscape.
2️⃣ Why this focus is the most viable growth strategy right now.
3️⃣ How intentional positioning drives resource allocation and accelerates results.
And when there was board push back, the CEO reached out for a sounding board.
Often, Kiwi tech companies don’t have the luxury of competing across multiple geographies or market segments at the same time. Instead, we focus on winning where we have the best shot for right NOW.
It’s a practical approach that sometimes requires additional enabling of the board and it’s crucial for CEOs to feel like they have a strategic expert in their corner to tease out their thinking and guide action.
Any marketing leader you work with MUST be able to support the CEO and founder in communicating with stakeholders or mapping out a path to growth—having an expert who understands your unique context can be the difference between being overwhelmed and confidently steering the ship.
#lovewhatwedo#deliveringimpact#kiwitechSwayTech
Formula One drivers that win don’t just stick to the racing lines – they study every track, every corner, every nuance, every straight and every bend - and then look for ways to recalibrate and to break patterns that ultimately gains them competitive advantage.
In marketing, the same principle applies. Following familiar tactics can only take you so far. The real wins come from evaluating your approach, spotting new opportunities, and plan to adjust the course just when it matters most.
With the end of the year fast approaching, the time to plan is now. January is too late if you're wanting a PitStop tune up to ramp up sales for Q4.
🔗 Check out what our CEO Michael Friedberg had to say 👇
#B2BTechMarketing#PlanForSuccess#PitStop#ZeroWasteApproach#SwayingWithStrangersPodcast#B2BTechMarketingBob PinchinCaroline Herrick
"Lets help Kiwi tech leaders to NOT put marketing planning in the "too hard" basket.
Bob, Gisela, Caroline and I all agreed was something we need to lean into.
Lets make it easy for CEOs and founders to be ready for growth in ’25.
So we have started by helping them answer a critical question (as the first step in marketing planning):
What marketing activities are actually working ?
The key is defining "working" and we are seeing too many CEOs and founders fall into these two traps:
1️⃣ Focusing on marketing KPIs and metrics. When you zoom into the weeds, you miss the big picture.
2️⃣ Repeating comfortable tactics. Familiarity feels productive, but is it driving business growth?
Our advice…start with “WHY.”
➡️ Why are we doing this?
Followed by:
➡️ How does it align with our business goals?
Here’s a Sway and tell example:
📍 We’ve been running a podcast for 12 months, supporting our mission of making tech NZ’s #1 export by enabling the ecosystem.
💰 When I evaluate its success, it’s not about podcast downloads/views; it’s about whether it supports our broader vision AND if the cost of this makes sense (we record these ourself, on my phone, with a quality set of lapel mics, with minimal editing).
As CEO, if I looked at podcast metrics only I would miss the bigger picture, worse I may make the decision to stop.
But thats a marketing decision not a CEO decision (CAVEAT: CEOs need confidence in there marketing teams and agencies that they are connected to the business and making the smart decisions)
CEOs, trust your marketing leaders (and hold them accountable) to assess tactics. Your role? Keep the focus on how marketing supports business strategy, vision and impact.
Reach out if you could do with some support in evaluating your marketing and optimising your investment in growth ready for 2025.
SwayTech#leadership#kiwitech#marketingmindset#businessgrowth
Can we all just take a moment to celebrate and give a round of applause for Kiwi innovation showcasing at SXSW Sydney this year!?! 👏👏👏 It's just fantastic to read that such great NZ talent will be representing NZ on this global platform.
We can't be there in person this year, (so mega gutted!), but we're so incredibly proud to see these New Zealanders taking the stage! Special shout out to Marissa Brindley representing NZTech - we'll be watching closely from the wings and cheering you on! 🙌 Thank you for going out there and showing the world what NZTech is all about!
Massive kudos to all those making it happen and getting Aotearoa's brilliant minds front and centre this year. The representation speaks volumes about the strength of our tech and creative industries.
#NZTech#SXSW#KiwiInnovation#ProudKiwi#B2BTechMarketing#NZTechLeadershipMichael FriedbergBob PinchinCaroline Herrickhttps://lnkd.in/g8dAXDV2
Spreading THIS news from the Beyond! We couldn’t be more elated and proud to share the incredible journey of one of our clients, Beyond, as they announce their second successful capital raise, featuring investment from David Leach of Cin7 fame! 🙌
Working with Logan Wedgwood, Ulrich Wiehle and the Beyond team last year on their strategic narrative and helping them make the most of their start-up power and potential has been an truly inspiring experience. Being right there at the core of the passion and drive, then seeing their vision come to life, and to now attracting the attention of industry leaders is what we get out of bed for.
We’ve been so honoured to be part of their early journey, helping them navigate through some key decisions to ensure every dollar was wisely spent – and it’s so rewarding to see it all come together. And you know what else - they're really awesome humans too. Go give them some kudos.
Here’s to your success Beyond team! And to building something truly extraordinary. We can't wait to see what's next! 👏👏👏👏
#ClientAppreciation#StartUpClientSuccess#StrategyExecution#StartupJourney#ProudPartner#StrategicNarrativeMichael FriedbergBob PinchinCaroline Herrick
Managing Director at Advisory.Works & Beyond. Vision, Strategy, Execution.
I would like to share some awesome news with you about our soon to be identified flying object....
We have completed our second secret capital raise and not only did all of our original investors stay in, and in some cases double down, we also have a new lead investor - none other than David Leach of Cin7 notoriety.
Having exited Cin7, David heard about Beyond, immediately saw the market need and wanted in. He is going to help us with our onboarding roadmap and use his experience to help us scale internationally.
This means we have the funding, experience and investor support to ensure Beyond now “makes it”.
When Uli and I started this venture we Googled the chances of a software firm of this type being successful. The answer was less than 0.3%.
I think now it’s probably 50/50 😄 😁 🤣 😱
So it is an incredible outcome to get to here - we now have the team, financial backing and product to truly build a kiwi success story...
Building the best strategy execution software in the world.
Our first milestone to hit is to onboard x100 new clients by Xmas.
We are happy to onboard free trial clients from New Zealand, and Australia - if you know any businesses that may benefit Beyond, or any business organisations or associations whose members could learn about strategy execution - please put them in touch. I will personally teach them the execution fundamentals and how to use Beyond to execute their strategy.. #Linkinthecomments
Please join us in spreading the good news of Beyond.
Logan, Uli and the Beyond Launch team.
#capitalraise#beyondstrategy#Leadership
We had the chance to sit down with the powerhouse that is Ricky Sevta, CEO of Deep Space and CodeSafe and it's a goodie!!
A serial entrepreneur, startup advisor, and growth expert with a track record of scaling multiple companies from the ground up. Ricky shared some golden insights with us for Tech Founders and Tech Business Leaders looking to navigate their growth journeys most effectively.
We covered some ground...:
🜚 Founder-Led Growth - Start with the Home Market
Mastering your local market is the first step in your growth journey. Scaling is a process – think of it as crawl, walk, run.
🜚 Buyers vs. Customer Journey - Why It Matters
Understand the key differences between the buyer's journey and the customer journey, and how focusing on the customer helps you stay aligned with their emotions and needs.
🜚 The Aha! Moment for Scaling - Predictability
Before scaling, nail down predictability in your operations. It’s the key to knowing when your business is ready to grow.
🜚 Balancing Innovation and Stability
How do you strike the right balance? Ricky dives into how to innovate while keeping your foundation stable — and how to time new opportunities right.
🜚 Tech Trends Shaping CEOs
The future is now! AI isn't here to replace us, but to help us, Ricky talked with us about the tech trends CEOs should leverage to stay ahead.
Tune in and grab a coffee - this chat it's packed full with insights from one of the best in the game! 💪 We hope you enjoy it as much as we did. Thanks Ricky Sevta!
🎧 Listen to the FULL EPISODE here 👉 https://lnkd.in/gqTmYYYN
🎧 Check out the HIGHLIGHTS here: https://lnkd.in/gzAJGYae#SwayingWithStrangers#FounderLedGrowth#ScalingUp#B2BTechMarketingMichael FriedbergBob PinchinCaroline Herrick
Absolutely stoked to see one of our clients, StretchSense, making huge waves with their SteamVR app release last week.
In our work we have the privilege of working alongside some amazing teams, doing really amazing things, in amazing categories. And in working with StretchSense team recently it’s incredible to witness their innovation in action.
They're leading the charge in VR and XR space, and we’re super excited to be a small part of the journey as they continue to break-ground in gaming innovation.
Huge kudos to the team for all the hard work, keep going! This is just an exciting sector - we can’t wait to see what’s next!!! 👏. Here's to your success StretchSense team!
#GamingInnovation#VR#XR#ProudPartners#InnovationInAction#B2BTechMarketing#StretchSense
We’re excited to announce the release of Version 0.8 of the StretchSense App for SteamVR!
What’s new:
✅ Finger Tracking Only Mode – Toggle gesture control on/off with a simple three-second gesture for more precision.
✅ Improved Animation Data Preview – See live finger data in a more accurate representation of what you'll experience in VR games like VRChat.
✅ Persistent Calibration – Calibration now saves between sessions, so no need to reload settings every time.
✅ Bug Fixes & UX Improvements – Smoother hand animations, customizable performer names, and support for special characters in file names.
Make sure you update to Hand Engine 3.3 for the best experience! Download from your StretchSense account at stretchsense.com now!
Thanks for your feedback—it's instrumental in shaping our upcoming releases!
#StretchSense#SteamVR#XR#VR#Gaming
Swaytech has gone Global! We've been featured us in The DeepDive podcast in the US - they’re breaking down our SwayStorms and FractionalPlus services.
👏
We’ve FINALLY been noticed and made it on the global stage!…. 🤠
or have we?...
We haven’t. 😅
Whilst our focus remains firmly here in NZ… what this IS, is a mind-blowing exploration and experiment of Google's Notebook LLM from our team.
Honestly, it did a better job at overviewing our services than we do ourselves - and that's the truth!! Ok, it's a bit more waffle that we would normally parle, but in this experiment, two AI hosts broke down and rebuilt one of our services decks and created an engaging conversation unpacking our SwayStorms and Fractional Plus services, and how we bring them to life at SwayTech.
The result?
A 20-minute podcast packed with insights that tackled key concerns, highlighted opportunities, and explored how these services apply in real-world scenarios – all created in under 10 minutes!
While we couldn't change the American hosts to Kiwi ones, the output was undeniably impressive. Take a listen and challenge yourself to listen all the way through. It's unbelievable how this builds 👉 https://lnkd.in/gKSiUP8j
To wrap they provide actionable takeaways and strategies you can implement in your own business, even if you don’t want to engage with us directly. Clever.
So - let's get real for a moment, if we hadn’t said this was AI generated, would you have believed this was a real-life US podcast? Be honest…!!!
As we're left in awe, we're wondering how could this kind of tool be used to generate value. Is it the future of blogs, for how to guides, for onboarding? Listening learning, Podcasts Edutainment and Research Playbacks could all be created, in a matter of minutes. This could transform Tech Demo and Features experiences... The potential use cases are endless.
As always, go with caution and care, but we encourage you to lean in, explore and give it go. We’d love to hear your thoughts – what do you think about this type of AI-driven content development?"
#NotebookLLM#AI#Innovation#TechTrends#NotebookLM#B2BTechMarketingInnovationMichael FriedbergBob PinchinCaroline Herrick
Last Friday, we had the pleasure of attending the Canterbury Tech Summit, and the excitement was truly inspiring. We were so enthralled we didn't even take many pictures. There was plenty of food for thought on AI and the future of IP, the latest in cybersecurity and how people are the key to future proofing your success - discussions were all abuzz. The energy at the event was a true reflection of New Zealand’s tech sector in full swing.
What stood out most for us was the sense of momentum, and how our tech community is not only thriving but also filled with incredible talent. Making New Zealand's tech sector the country’s top export is the core driver of our mission - and the buzz around this ambition is real. The future looks brighter than ever and the message is clear : keep pushing forwards!
Thank you Canterbury Tech for another amazing Tech summit, and we love love love the new brand!! 💚
#canterburytech#techsummit24#NZTechMichael FriedbergBob PinchinCaroline Herrick
At SwayTech, we deeply believe that great companies are built by great people, and this week’s 2024 Best Places to Work awards reminded us of just that. We're in a time where challenges seem constant, but last night was filled with such an incredibly positive and uplifting energy, community and togetherness, it felt utterly effortless.
We’re so incredibly proud to have been marketing partners and be part of the journey, as Julie Gill and Best Places to Work team re-launched in New Zealand. It’s been an real honour to work with an initiative that celebrates the power of people-first work cultures, spotlighting extraordinary Kiwi workplaces to the world and be as exceptional country to live and work in.
A huge congratulations to all the winners, and the incredible Kiwi tech companies that stood out for us: RUSH / Auror / LawVu
And of course a massive shout-out to Tax Traders & Taxi, as the overall big winners of the night for their outstanding commitment to creating a thriving workplace. Kudos to you!!! 👏
We’re finishing the week so very inspired and we're looking forwards to continue supporting initiatives that highlight the importance of building great, thriving workplaces for everyone, we're all human after-all!
#BPTWMichael FriedbergBob PinchinCaroline HerrickAngela MurphyJulie Gill
