Technical Marketing for better marketdifferentiation and enhanced customerexperience at moderate cost TWB provides technical marketing back-office support to Lenovo, Microsoft, McAfee, Citrix and others. We produce complex management thought papers, white papers, customer success stories, datasheets and other content that complement their IP and help them acquire customers. A large part of the technical marketing collaterals distributed worldwide by these companies is produced by TWB, in Bangalore. See how we help differentiate technology in the market, achieve better customer satisfaction and manage this at much better cost.Technical Marketing Communication
IntroductionThis paper presents the value and the importance of Why Technical Marketing?technical marketing communication to position anddifferentiate products of a company in a highly hyper-competitive market. In today’s highly competitive world, the need for and importance of technical marketing is uncompromisable Technical Marketing Communication documents for any organization that wants to stay ahead of include a wide variety of marketing collaterals competition. such as Technology White Papers, Case Studies, Datasheets, Cheat Sheets, Solution There are slews of new products that reach the market Briefs/Solution Brochures, Presentations each day with unthinkable and unimaginable quickness. -Products/Corporate Profile, Web Content, Flash An interesting point to note in this hyper production and Demos, Press Releases and Newsletters. hyper competitive market is that multiple companies come up with products that cater to similar needs of a customer (products that are otherwise not easy for the customer to differentiate). This, in turn, makes the decision making of consumers more difficult since theyTechnical marketing documents serve a dual purpose. have to choose from a host of products that satisfy theThey highlight the technical capabilities of a company’s same needs. Together with a number of productsproduct or service as well as support selling. reaching the market everyday, consumers are constantlyUnfortunately, documents produced by many bombarded with too many marketing messages andorganizations do not hold the attention of their audiences documents. This adds to the woes of consumers.and lack intelligent marketing techniques. They also failto deliver the right message to the audience with Moreover, today there is a paradigm shift in the waycrispness, quality, and impact. customers behave. In a world characterized by networked communications and competition, today’sAn effective, customer-focused technical marketing customer behavior can be summed up in the followingcommunication can sell your products better and faster. way:By effectively communicating products’ features andbenefits, technical marketing communication can aid the Customers define brandscustomer in making a purchasing decision. Customers consume more customized productsApart from providing technical information and support Customers control when to consume information andselling, technical marketing documents also enhance in which formatsyour image in the eyes of your customer. Technical Hence, effective differentiation of a company’s productmarketing documents provide you the following from that of its competitor has become extensivelyadvantages: difficult today. All companies, especially technology companies, require effective, well-written technical Increase your selling opportunities marketing communication for two main reasons: Reduce marketing costs Reach out to potential customers Indispensable need for differentiation of products from those of competitors Achieve consistent, branded information across all materials Need to reduce the costs of acquiring new customers and retaining the existing customer base Streamline and deliver critical information to prospective clients In short, how effectively a company communicates the Customize communication to provide impact attributes of its products/services will determine its position in the marketplace. Delivering right messages Achieve an appropriate and effective marketing about products in an appropriate manner through presence carefully chosen means of communication will help:However, creation of technical marketing documents isan uphill task as it requires sufficient expertise, technical Establish strong relationships with customersand marketing knowledge of the product/service Build strong customer baseconcerned, as well as excellent writing skills. This paperexplores the importance of technical marketing Produce resultscommunication and TWB’s role and expertise in thefield. The Writers Block www.twb.in 11
The Writers Block www.twb.in 2Outsourcing and SolutionsWhy Outsource? TWB’ Solutions: Being Different to Help DifferentiateThere are various reasons why a company should TWB is a leader in providing technical documentationoutsource its technical marketing communication and technical marketing communication services. TWB’srequirements. team of highly skilled technical writers can set new trends, break the barriers and raise the bar for any Lack of product knowledge and documentation product through their unquestionable ability in technical skills: More often an organization’s sales / marketing marketing communication. TWB understands quality team involved in the promotion of its products does documentation can be the differentiator to a company’s not have the required documentation expertise and product. the personnel involved in documentation lack product knowledge. Various domain experts and highly skilled Resultant overheads and time wastage: Not documentation experts: Our team of documentation outsourcing can result in unnecessary overheads and experts with industry-leading experience and domain time wastage. Outsourcing the technical marketing expertise will take the burden off the marketing team. communication requirements to an established TWB is equipped with the latest documentation tools documentation organization can prove to be and processes that can meet any marketing advantageous. It can be cost effective and produce challenge, by providing accurate, well-written, high results with quicker turnaround times, allowing an quality marketing collaterals. organization’s marketing team to focus on their actual Project management and Estimation: Through our work. established project management system, TWB Full-spectrum activity: Technical marketing ensures that the marketing documents are produced documentation is a full-spectrum activity. It requires with quicker turnaround times, without compromising thorough research skills, understanding of market quality. behavior, analytical abilities, good writing skills and Full-spectrum activity: TWB can take your dedication. In many organizations, promotion teams marketing collaterals to a new level because TWB multitask without completely dedicating their time and has a full spectrum documentation process that effort to creating technical marketing documents. This involves researching, documenting, designing the can result in inaccurate and poor quality documents, layout and publishing the marketing collaterals with which in turn will affect the performance of a product quality. in the marketplace. Value-added Service: Our long track record in A bird’s-eye view by an outsourcing partner: An documentation and expertise in marketing has outsourcing company can view the marketing needs earned us a unique position that enables us to of a company dispassionately and without being analyze and suggest solutions that are innovative influenced by established processes and practices. and effective. This will enable the outsourcing partner to provide innovative solutions, suggestions and strategies for marketing a company’s product. Benefits Through their association with TWB, a company can produce quality, accurate, well-designed technical marketing documents that will help: Influence and inspire customers to make purchasing decisions Sell products faster Achieve quicker turnaround time Cut costs Focus on high-value work within the organization
Case Studies Case Study 1: Largest Microprocessor ManufacturerThe world’s largest semiconductor chip and microprocessor maker launches a Community PC for India’s ruralpopulation. For this product launch, the company requires marketing collaterals and user manuals to support theirproduct. Documentation needs to be simple, easily translatable, and user-friendly for the target audience. This task isparticularly challenging as the company needs the documentation within a span of 10 days. The company requires 10simple, technically accurate documents, specifically designed for the target audience.TWB works out a plan which ensures that documentation is provided in the required format and timeframe, withoutquality compromise.TWB’s team of documentation experts, monitored by an excellent project management team, reviews customerrequirements and initiates project plans that ensure high quality & delivery within set deadlines. These resources,possessing an in-depth understanding of rural populations, work onsite and offsite towards the completion of theproject, with flexible timings to suit a customer’s every convenience. They create marketing documents that are on parwith international standards - simple, accurate, and masterful. The TWB resources are able to deliver the projectwithin the stipulated timeframe, with high quality and accuracy.TWB helps companies: Market and launch product lines in time, reach out to wider rural populations with thesimplicity of documentation, achieve quality and accuracy in technical marketing communications, obtain documentsthat are easily translatable, and to cut costs and save time. Case Study 2: Largest PC ManufacturerA leading manufacturer of award-winning PCs, spanning operations across continents, requires to launch theirproducts with supporting marketing collaterals. With a vision to capture the world market, this computer manufacturerstarts developing products. With their global teams working on the technical aspects, the in-house documentationteam busy with pre-launch marketing activities, and launch deadlines drawing closer, it becomes difficult for them toconcentrate on marketing collaterals. Time constraints further add to the company’s woes. With end-users of the PCsranging from individuals to large enterprises across the globe, it becomes imperative to have simple, crisp, andaccurate documentation in place, to aid easy translations for a cross section of populace. As the company is engagedin aggressively introducing new products every two months, the need for high-quality marketing documentation withquicker turnaround times becomes a great challenge. The company approaches TWB for documentation solutions.TWB, reputed for its documentation expertise, formulates a team of documentation experts, marketing experts, andquality auditors to create marketing collaterals that satisfy the specifications and exacting demands of the customer.The entire documentation procedure goes through a process of research, comparison, analysis (competitor products,target audience and market), documentation, and quality audition. This results in documents that are factual andsimple, with a customer-friendly marketing tone. The greatest achievement is being able to produce these marketingcollaterals in a quicker turnaround time, helping the customer meet product-launch deadlines.The customer draws a number of benefits from TWB’s services. They are able to meet their goals in terms of productlaunch and product marketing with reduced costs and effort. Sales of their products shoot up and the customer is ableto launch a range of 25 products in one year and market it with great success. The Writers Block www.twb.in 33
Value of Technical PublicationsTechnical Communication for Communication for Different Levels ofTransferring Product Knowledge Technical and Product KnowledgeThe purpose of technical communication is to transfer In technical publications, audience is the focal point.product knowledge to end users in a comprehensible Hence, the style, language, and content must varymanner. The strategies of communication and levels of depending on the type of audience being addressed.information vary depending on the type of product and Every user has a specific role in the implementationaudience. and usage of the technology. Therefore, it is important that documents be created keeping in mind the role of the person who will use the document.Providing end users with information about a product’soperation and maintenance is critical to the marketperformance of the product. Hence, the need for quality For example, when you document a softwaredocumentation is imperative. application designed for highly technical users, it is sufficient to provide the users with quick reference information to use the application.In today’s business scenario, technical publications areoften developed as an afterthought. This usually resultsin inaccurate and incomprehensible documentation, For users who start without technical or productwhich, in turn, renders the users incapable of using the knowledge, it is important to provide detailed productproducts. information along with instructions on how to use the product.Accurate, readily understandable, and quality documentsdetermine how a product sells in the market and result inincreased customer satisfaction. Attractive Publications as Useful Marketing ToolsFaulty Assumptions that Result inProblems in Documentation Besides transferring knowledge, technical publications are also used for marketing a product. Before a product is released in the market, information aboutThe faulty assumptions listed below result in the product needs to be effectively communicated toincomprehensible documents: the customers. Developers know their products better than anyone Well-designed, accurately presented, and attractive else – due to time constraints and limited resources, marketing collaterals increase the market prospects of many companies assign their documentation tasks to a product and reduce support costs. the programmers. This more often results in the creation of technology-centered information, while end users require task-oriented information. Documentation of complex applications requires a longer learning curve for the writer - learning the product will not be a major obstacle for writers with the right technical background.
TWB ServicesTWB is India’s leader in technical communication outsourcing and education. TWB offers a complete suite of services that allowsour customers to effectively publish their technical knowledge with their people and processes. TWB’s customers range fromGlobal 500 – including Cisco, Accenture, McAfee, LG, Samsung, Citrix, SAP, Siemens, AOL, Intel; Indian technology majors –including Infosys, Wipro; Global defense majors - Pratt & Whitney, Honeywell, DRDO, HAL; and exciting technology startups.TWBs expertise in technical communication ranges from IT Products and Outsourcing, ITES, Banking, Financial, Aerospace,Defense, Ship Building to Hi-tech Manufacturing, and Discrete and Process Manufacturing.TWB’s services include:Technical Marketing Technical Product Documentation QualitySolutions Documentation Management Datasheets Datasheets Administrator’s Guide Copy Editing and Proof Reading Cheat sheets API Document Managing Writing Solution Briefs/Solution Brochures Configuration Guide Editing Services Presentations – Products/Corporate Functional Specifications Document Layout and Design Profile Installation Manual Creating SLAs Brochures and marketing collateral Interface Document Web content Interactive Electronic Technical Manual Business Documentation Audio and video scripts (IETM) Press releases Maintenance Manual Business Proposals Direct mail Online Help Legal Disclaimers Newsletter design copy Operation Manual Policy Manuals Sales catalogues Product Demo Style Guide Design Sales sheets Product Specifications Document Template Design Product Overview DocumentBusiness Communication Quick Reference Guide Content Management Short Reports Release Notes Single Sourcing Proposals Requirement Analysis Document File Version Control Case Studies SDK Document Document Naming Conventions Lab Reports Troubleshooting Manual Consistent Document Formatting Memos User Manual Data Transformation Progress/Interim Reports Open Source Documentation Writing for Electronic Media Programmers Guides Web site Development Functional Specifications Document Web 2.0 developmentIllustrations Qualitative Analytics for Web content Decision Support Web applications Graphic Designing Info graphics Economic Business Research 2D & 3D animation Industry Analysis Translation and Localization Market Opportunity Analysis Services Line drawings and illustrations Competitive Business Analysis Software Translation ServicesProcess Documentation Company & Prospect Profiling Document Translation Services Workflows Reporting Solutions Localization (L10N) Testing Standard Operating Procedures Assessment of Unmet Market Needs Internationalization (I18N) Testing ISO Documentation Status and Potential of Technologies CMM Documentation Benchmarking of Strategies Vs Competition Records Management Forecasting Document Management SolutionsDeployment and Support Sales Force Effectiveness Record Management Storage and Market Assessments Retrieval Installation and Configuration Guides Competitive Intelligence Operations Manual Opinion Leadership Emerging Markets - evaluation and The Writers Block www.twb.in 55
TWB Software Tools ExpertiseOur technical proficiency in software and authoring tools includes: Unstructured Content XML Structured Editors Multimedia /Authoring Development Epic Adobe Flash® Microsoft Word® FrameMaker+SGML Adobe Dreamweaver® Adobe FrameMaker® X-Metal® Microsoft FrontPage® Adobe InDesign® Adobe Captivate® QuarkXPress® Macromedia Captivate Adobe PageMaker® Graphics/Animations Multimedia /Authoring / Supporting tools Illustrations Adobe Flash® Adobe Photoshop® Adobe Flash® Adobe Flash CS4 Professional Adobe Fireworks® Adobe Flex® Adobe Illustrator CS3 Adobe AIR® Online Help CorelDRAW Adobe Dreamweaver® Microsoft-Expression Graphic Adobe Acrobat® Designer JavaHelp Microsoft Silverlight® Xara Xtreme (Windows & Linux) Adobe RoboHelp 7.0 Adobe Authorware® CuteDraw HelpScribble Adobe Director® Publisher3D(for animation) WebWorks Publisher Adobe Captivate® Sketsa SVG Editor (for vector PowerCHM Trivantis Lectora® graphics) Doc-To-Help ASP.NET Techsmith Camtasia WinCHM JSP Arbortext IsoDraw (technical HelpSmith 2.1.1(Windows) Standards illustrations for 2D and 3D) Fast-Help MadCap Flare SCORM 1.2 / 2004 Graphics/Animation Help-Server AICC NVU Help W3C Adobe Flash® XML Section 508 Adobe Photoshop® QTI XML Adobe Illustrator® XMetal® Adobe Fireworks® Microsoft Word 2003®, Microsoft Silverlight® Microsoft Word 2007® Development and Publishing tools Databases CMS/ LMS XSLT/XSL EDD Microsoft Access Sharepoint® Microsoft SQL Server Moodle Joomla, Flowcharting WordPress Media Wiki Microsoft Visio CMS Builder iGrafx Author-it (formerly AuthorIT) EDraw Alfresco RFFlow Flowbreeze Smart Draw The Writers Block www.twb.in 66
Industries ServedTWB services a wide range of technology and knowledge-driven industries, helping them meet their markets better. These include: Banking, Insurance and Financial Services ITES/ KPO/ BPO Consulting and Business Services Pharmaceuticals and Biotechnology Defense, Aerospace and Hi-Tech Manufacturing Process Manufacturing and Allied Industries Education and Learning Steel, Ship Building, Construction and Aviation IT, ITES Telecom and Digital CommunicationsTWB has been the preferred technical documentation outsourcing company for: The TWB Building US Office: No: 4062, 19th Main Road, TWB HAL 2nd Stage, 11701 Norwegian Wood Drive Bangalore – 560008 Austin, TX 78758 India. Landmark: Behind Carlton Towers Telephone: Telephone: +91.80.40741400 / +91.80.41256367 +1.512.586.8357 Corporate Enquiries: email@example.com The Writers Block www.twb.in 77