From Technical Talk to Marketing Walk Myths, challenges, and basic methods in          technology marketingFrom Technical ...
Technology Marketing                    Tech companies have earned a                      reputation of confusing their   ...
Tech Speak Confuses the AudienceA 2003 study, by chip maker AMD, indicated that common tech               terms leave most...
Tech Speak Confuses the Audience2005 study by the Pew Internet and American Life Project Internet buzzwords are largely un...
Tech Speak Confuses the AudienceThe overwhelming quantity of “how-to” books and “translators”                   illustrate...
Technology Marketing Myths   “The product’s technical features speak for                    themselves”“We understand our ...
From Technical Talk to Marketing Walk
Technology Marketing Challenges        Technology marketersare in charge of the transition from    a technological perspec...
Technology Marketing Challenges Plain & Simple Marketing Messages   Defining plain & simple marketing messages   … to conv...
Technology Marketing ChallengesMinimizing Technical Communication    Minimizing technical based communication… Technical t...
Technology Marketing Challenges          Customer’s PerspectiveDescribing the product based on benefits to the customer   ...
Effective Technology MarketingEffective technology marketing is based on      a customer-centric perspective              ...
Customer-Centric Marketing Orientation          How can it be done ?     From Technical Talk to Marketing Walk
Customer-Centric Marketing Orientation  Understanding of the customer and market Market analysis   market size, growth p...
Customer-Centric Marketing Orientation             The next step …     From Technical Talk to Marketing Walk
Customer-Centric Marketing Orientation                   Marketing Messages The basis for all outbound facing communicati...
Customer-Centric Marketing Orientation       and now we are ready for …     From Technical Talk to Marketing Walk
Customer-Centric Marketing Orientation                    Marketing Material Based on the marketing messages Visual repr...
About Perspectives An outsourced marketing agency for technology companies Complements start-ups and organizations’ mark...
Thank youFrom Technical Talk to Marketing Walk
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From technical talk to marketing walk

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Challenges, myths and basic methods in technology marketing

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From technical talk to marketing walk

  1. 1. From Technical Talk to Marketing Walk Myths, challenges, and basic methods in technology marketingFrom Technical Talk to Marketing Walk
  2. 2. Technology Marketing Tech companies have earned a reputation of confusing their customers …. Typically use buzzwords, acronyms and technical languageFrom Technical Talk to Marketing Walk
  3. 3. Tech Speak Confuses the AudienceA 2003 study, by chip maker AMD, indicated that common tech terms leave most people confused From Technical Talk to Marketing Walk
  4. 4. Tech Speak Confuses the Audience2005 study by the Pew Internet and American Life Project Internet buzzwords are largely unknown to US surfers From Technical Talk to Marketing Walk
  5. 5. Tech Speak Confuses the AudienceThe overwhelming quantity of “how-to” books and “translators” illustrate the same pointPeople need help,and they’re not getting itfrom the productmanufacturers From Technical Talk to Marketing Walk
  6. 6. Technology Marketing Myths “The product’s technical features speak for themselves”“We understand our customers needs even better than they do”“If they cant 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. 7. From Technical Talk to Marketing Walk
  8. 8. Technology Marketing Challenges Technology marketersare in charge of the transition from a technological perspective to one that emphasizes the customer’s benefitsA more easy to use and understand product will have a competitive advantage From Technical Talk to Marketing Walk
  9. 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. 10. Technology Marketing ChallengesMinimizing Technical Communication Minimizing technical based communication… Technical terms belong in the specifications page … From Technical Talk to Marketing Walk
  11. 11. Technology Marketing Challenges Customer’s PerspectiveDescribing the product based on benefits to the customer …rather than technical superiority From Technical Talk to Marketing Walk
  12. 12. Effective Technology MarketingEffective 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. 13. Customer-Centric Marketing Orientation How can it be done ? From Technical Talk to Marketing Walk
  14. 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. 15. Customer-Centric Marketing Orientation The next step … From Technical Talk to Marketing Walk
  16. 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. 17. Customer-Centric Marketing Orientation and now we are ready for … From Technical Talk to Marketing Walk
  18. 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. 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. 20. Thank youFrom Technical Talk to Marketing Walk

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