Technology marketing agency · Surry Hills, Sydney
Technology marketing that makes complex products easy to buy
Whether you’re launching a laptop to shoppers or a platform to businesses, technology has to be easy to understand and easy to want. Tonic is a full service independent agency in Sydney specialising in technology marketing, with work for ASUS, Microsoft, Oracle NetSuite and Stax. We turn complex products into consumer launches, retail campaigns, content and B2B lead generation that reach shoppers, technical buyers and decision-makers alike.
- Consumer tech launches, including ASUS’s national Zenbook A14 and Copilot campaigns
- B2B direct mail and LinkedIn lead generation for Microsoft, Oracle NetSuite and Stax
- ASUS’s Australian creative partner of record, across launches, retail and brand campaigns
Prefer to talk? Call 1300 974 864
What technology brands need from an agency
Complex products, simple stories
Buyers won’t wade through spec sheets, so the value has to land in a headline, a 15-second cut or a subject line.
Different reasons to care
Gamers, creators, IT managers and executives buy for different reasons, so the message has to work for each audience.
Long buying cycles
B2B technology deals take months and involve several people, so leads need nurturing long after the first click.
Winning the shelf and the scroll
Consumer tech launches compete on the shop floor, in search and in the feed at once, so one idea has to work everywhere.
Technology work that launched products and started conversations
Microsoft Surface Pro 3
A cardboard Surface Pro 3 mailer for Australian schools that went viral, covered by The Verge, Gizmodo and Business Insider.
Read the case study: Microsoft Surface Pro 3 →
ASUS: OLED laptop launch
A launch campaign for ASUS’s OLED laptops built around three creator personas, across retail, out-of-home, digital and social.
Read the case study: ASUS: OLED laptop launch →
Oracle NetSuite
A B2B direct mail campaign that delivered a working drone to business decision-makers, followed up by an account executive.
Read the case study: Oracle NetSuite →
Stax
A LinkedIn lead generation campaign with tailored messages for developers, IT managers and CIOs, and a trip to AWS re:Invent to win.
Read the case study: Stax →
Cubed by Law Squared
A bold, humorous launch campaign for a legal matter management platform.
Read the case study: Cubed by Law Squared →
LG Connect
B2B event creative for LG’s resellers, distributors and industry partners, later adapted by other LG divisions for their own events.
Read the case study: LG Connect →
Tonic The Agency has been instrumental in helping us shape how ASUS shows up in the Australian market.
ASUS appointed Tonic The Agency its Australian creative partner of record in 2025.
Services for technology brands
B2B lead generation
Direct mail, LinkedIn and digital campaigns that find the right buyers and start sales conversations.
Explore lead generation →Consumer and digital campaigns
Paid social, search, display and video planned from one brief and tracked to sales and enquiries.
Explore digital marketing →Product launches and retail
Launch campaigns across retail, out-of-home, digital and social, with ideas that make technical differences obvious.
Explore creative and advertising →Marketing automation and nurture
Salesforce Marketing Cloud, Marketo and HubSpot journeys that move leads through long buying cycles.
Explore marketing automation →Websites and platforms
Websites, portals and product pages built and supported in-house, on AEM, headless CMS or Laravel.
Explore web development →Video and motion
Explainers, demos and motion graphics that show how complex products work.
Explore video production →
Research
What the research says about how people buy technology
61%
of the way through their journey, on average, before B2B buyers first contact a vendor.
Source: 6sense, 2025 B2B Buyer Experience Report95%
of the time, the winning vendor was already on the buyer’s day-one shortlist.
Source: 6sense, 2025 B2B Buyer Experience Report69%
of Australian online shoppers rely on online research to feel confident before they buy.
Source: IAB Australia and Pureprofile, Commerce & Discovery Report 2026
Whether it’s a laptop or a cloud platform, people research before they choose. Marketing that builds familiarity early is what puts you on the shortlist.
Why technology brands choose Tonic
The technology buyers we’ve reached range from laptop shoppers and creators to school IT leaders and CIOs.
B2B mail that went viral
Our cardboard Surface Pro 3 mailer for Microsoft was picked up by The Verge, Gizmodo and Business Insider within hours.
Campaigns that start sales conversations
For Oracle NetSuite, a drone in a gift box opened the door, and an account executive followed up within days.
Launches built around real users
For ASUS’s OLED laptops, we built the launch around three creator personas, across retail, out-of-home, digital and social.
A national launch for ASUS
We led the national Zenbook A14 launch, and after more than a year of launches ASUS appointed Tonic its Australian creative partner of record.
How a technology campaign comes together
Understand the product
What it does, who buys it and why they’d switch, agreed before any creative starts.
Know the audience
Shoppers, creators or business teams: who decides, and what each one needs to hear.
Find the idea
One clear idea that works in store, in the feed, in a mailer and in a demo video.
Launch across channels
Retail, out-of-home, paid social, search, direct mail and email launched together and tracked to results.
Nurture and hand over
Automated journeys keep buyers engaged, and sales-ready B2B leads go straight to your team.
Launching a product or looking for B2B leads? Talk to the team behind work for ASUS, Microsoft and Oracle NetSuite.
Get in touchTechnology marketing FAQs
Do you work with B2B technology companies?
Yes. We’ve run campaigns for Microsoft, Oracle NetSuite and AWS consultancy Stax, from direct mail and LinkedIn advertising to lead nurture.
Can you explain complex or technical products?
Yes. We find the one difference that matters to each buyer and make it visible, whether that’s a cardboard tablet in the mail or a technical difference shown on a phone screen in a few seconds.
Do you run LinkedIn and role-based campaigns?
Yes. For Stax, we created separate LinkedIn messages for developers, IT managers and CIOs, supported by animated and static display.
Can you generate and nurture B2B leads?
Yes. We run direct mail, LinkedIn and digital campaigns to generate leads, then nurture them with automated journeys in Salesforce Marketing Cloud, Marketo or HubSpot.
Do you work with SaaS and cloud companies?
Yes. Our technology work includes Oracle NetSuite’s cloud business platform and Stax, which helps businesses manage their AWS environments. We turn complex products into clear messages for both the people who use them and the people who sign off on the purchase.
Can you support product launches?
Yes. We plan launch creative across video, social, display and landing pages, as we did for ASUS OLED. Launch plans cover the lead-up, launch day and the weeks after, so momentum carries through to sales and leads.
Do you hand leads over to our sales team?
Yes. We agree what a sales-ready lead looks like, hand leads over with context, and can build follow-up into the campaign, as with the account executive letters in our Oracle NetSuite mailer.
Tell us about your technology brand
Share your product, your audience and your launch or sales goals, and we’ll come back with how we’d approach it.