Marketing a Technical Product to Non-Technical People

I’m part of the B2B Technology Marketing Community on LinkedIn and recently a question was posed about the best way to ‘market a technical product to non-technical people?’ Many ideas were discussed, including:

  • Interactive demonstrations
  • Hiring a technical writer (so you don’t have to solve the issue yourself)
  • Focus on solving a business problem (versus focusing on technical product specs)
  • Incorporate more visual diagrams
  • Generate relatable customer case studies

After over 40 comments on the subject, one individual stated “…if your audience is non-technical, the end benefit that makes their lives easier or their business better, needs to be stated loud and clear quickly by telling a meaningful and interesting story that is differentiating, with credible ‘reasons to believe’ to back it up.” Finally, I thought, someone who gets it!

The best way to reach any audience is through EFFECTIVE STORYTELLING: Telling your story though stunning interactive virtual experiences that accelerate sales cycles; SHOWING how your PRODUCTS solve a prospect’s business challenge.

If you’re in a room with a marketer, an engineer and an IT professional, they’re all going to be looking at your product from different perspectives and levels, from 100 feet to down to the details. An engaging interactive story allows customers to experience products and solutions in a way that impacts them directly—creating a highly-specific personalized experience every time. This type of engaging visual experience, allows you to tell your story in a simplified non-technical way; one that people will relate with.

What format do you think people are likely to take notice of – interactive experiences, datasheets, white papers, pictures, diagrams or dashboards?

About kaonmarketingguru

Dana Drissel is a well-rounded, highly energetic, results driven professional with 15+ years of advertising agency and corporate marketing experience at both large public companies and small business start-ups.
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