Challenges, myths and basic methods in technology marketing

1. From Technical Talk to Marketing Walk
Myths, challenges, and basic methods in
technology marketing
From Technical Talk to Marketing Walk

2. Technology Marketing
Tech companies have earned a
reputation of confusing their
customers ….
Typically use buzzwords,
acronyms and technical
language
From Technical Talk to Marketing Walk

3. Tech Speak Confuses the Audience
A 2003 study, by chip maker AMD, indicated that common tech
terms leave most people confused
From Technical Talk to Marketing Walk

4. Tech Speak Confuses the Audience
2005 study by the Pew Internet and American Life Project
Internet buzzwords are largely unknown to US surfers
From Technical Talk to Marketing Walk

5. Tech Speak Confuses the Audience
The overwhelming quantity of “how-to” books and “translators”
illustrate the same point
People need help,
and they’re not getting it
from the product
manufacturers
From Technical Talk to Marketing Walk

6. Technology Marketing Myths
“The product’s technical features speak for
themselves”
“We understand our customers' needs even better
than they do”
“If they can't understand our product description
they are probably not potential customers”
“The more technical the product is, the more
difficult it is to describe it in simple terms“
From Technical Talk to Marketing Walk

7. From Technical Talk to Marketing Walk

8. Technology Marketing Challenges
Technology marketers
are in charge of the transition from
a technological perspective
to one that emphasizes
the customer’s benefits
A more easy to use and understand
product will have a competitive
advantage
From Technical Talk to Marketing Walk

9. Technology Marketing Challenges
Plain & Simple Marketing Messages
Defining plain & simple marketing messages
… to convey complicated technical advantage
From Technical Talk to Marketing Walk

10. Technology Marketing Challenges
Minimizing Technical Communication
Minimizing technical based communication…
Technical terms belong in the specifications page …
From Technical Talk to Marketing Walk

11. Technology Marketing Challenges
Customer’s Perspective
Describing the product based on benefits to the customer
…rather than technical superiority
From Technical Talk to Marketing Walk

12. Effective Technology Marketing
Effective technology marketing is based on
a customer-centric perspective
What do customers need ?
How do we understand their challenges and pains ?
How does our solution help and benefit them ?
Instead of a product-centric orientation
From Technical Talk to Marketing Walk

13. Customer-Centric Marketing Orientation
How can it be done ?
From Technical Talk to Marketing Walk

14. Customer-Centric Marketing Orientation
Understanding of the customer and market
 Market analysis
 market size, growth potential, opportunities and competition …
 Customer analysis
 customer segmentation, needs and pains, target organizational
structures and decision-maker profiles, company/product customer
perceptions, etc.
 Product positioning and differentiation
From Technical Talk to Marketing Walk

15. Customer-Centric Marketing Orientation
The next step …
From Technical Talk to Marketing Walk

16. Customer-Centric Marketing Orientation
Marketing Messages
 The basis for all outbound facing communications
 Statements on the market, company and product
 Briefly convey the unique offering for each customer segment
 Promotes effective marketing
 Sharpen company and product values for the customers
 Maintain a customer-oriented marketing focus
 Are the basis for consistent and effective marketing material
 Align the sales pitch for all customer-facing personnel
From Technical Talk to Marketing Walk

17. Customer-Centric Marketing Orientation
and now we are ready for …
From Technical Talk to Marketing Walk

18. Customer-Centric Marketing Orientation
Marketing Material
 Based on the marketing messages
 Visual representation and written content for different
marketing platforms
 web site, brochures, presentations white papers and more
From Technical Talk to Marketing Walk

19. About Perspectives
 An outsourced marketing agency for technology companies
 Complements start-ups and organizations’ marketing teams
 Integrates technological and marketing expertise
 Services: business plans, marketing
strategy, messaging, product management, competitive
analysis, content writing, web sites…
From Technical Talk to Marketing Walk

20. Thank you
From Technical Talk to Marketing Walk