Who said Tech Marketing wasn’t hard?
April 22nd, 2007
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Hugh hits the nail on the head…
… and he somewhat leads to the solution with…
It is too easy to talk about features and benefits and list 100’s of dot points about performance and why the technology you are “selling” is better than other technologies… but really… who cares? Your average CEO doesn’t!
At the end of the day, you should not be selling the benefits of the technology, but the benefits of the outcomes that the technology provides.
Not…
“this collaboration technology can scale up to 10 000 users out of the box, is built using the Microsoft .Net Framework 1.1, fully complies with DoD specifications, can be installed on Windows Server , Solaris, HP-UX and more.. AND the user interface can be skinned using CSS to comply with your corporate identity guide.”
But…
“this collaboration technology can help your people work together, discover corporate information faster, and ultimately increase the relational or social capital of your organisation. Remember the old saying it is not what you know but who you know? Well this technology empowers your people to build relationships with people outside of their team, and even with your customers and suppliers - increasing effectivness across your organisation, and the value of your customer engagements.”
When you are marketing technology to real business decision makers, remember (as Hugh says so perfectly)… “tech problems don’t exist, people problems exist.”
Technorati Tags: Hugh, Blue Monster, Marketing Challenges, Tech Marketing
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