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Challenges, myths and basic methods in technology marketing
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From Technical Talk to Marketing Walk
From Technical Talk to Marketing WalkMyths, challenges, and basic methods in
technology marketing
From Technical Talk to Marketing Walk
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
Tech Speak Confuses the Audience
A 2003 study, by chip maker AMD, indicated that common tech terms leave most people confused
meg
ahertz
MP3
Bluetooth
From Technical Talk to Marketing Walk
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
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
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
From Technical Talk to Marketing Walk
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
Technology Marketing ChallengesPlain & Simple Marketing Messages
Defining plain & simple marketing messages
… to convey complicated technical advantage
From Technical Talk to Marketing Walk
Technology Marketing ChallengesMinimizing Technical Communication
Minimizing technical based communication…
Technical terms belong in the specifications page …
From Technical Talk to Marketing Walk
Technology Marketing ChallengesCustomer’s Perspective
Describing the product based on benefits to the customer
…rather than technical superiority
From Technical Talk to Marketing Walk
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
Customer-Centric Marketing OrientationHow can it be done ?
From Technical Talk to Marketing Walk
Customer-Centric Marketing OrientationUnderstanding 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
Customer-Centric Marketing OrientationThe next step …
From Technical Talk to Marketing Walk
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
Customer-Centric Marketing Orientationand now we are ready for …
From Technical Talk to Marketing Walk
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
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
Thank you
