echnical product marketing does precisely what it intends to do. It focuses on the technical specifications and features of a product – it’s the opposite of playing it down; it’s elevating detail to the intended market. However, it is not an easy task to market technical detail to an educated audience; the language used needs to be specific, detailed and clear while also persuasive.
 
Technical product marketing also needs to focus on the technical aspects of the product and the pain points it resolves. The value-add of the product for the customer and the key USPs, positioning in the market space but focusing on the technical aspects.
 
It’s an essential part of the marketing mix, designed to provide those customers and audiences who are knowledgeable about the technology and product with detailed information about the technical attributes, connectivity, benefits, and value add. Navigating your audience towards your product and allowing the audience to make an informed decision about your product and service.
 
The writer needs to be tech-savvy, understand the product and technology, the complexity, and articulate that to the audience.
 
To also understand the marketplace and the customer’s pain points. As well as the customer journey. Is your technical product one of many that the customer is looking to purchase, or are you the whole system? Knowing where you sit in the broader offering to the customer is also essential. 
 
Our background is in technical marketing within the energy industry and built environment.  We are PR and product marketing specialists for technology and digital businesses. If you would like to know more about how the team at 3-Eight can help PR your technology and digital business, please get in touch with [email protected]
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We all know that technology is changing the way we live, and in the energy industry, advancements are booming.
 
From software as a service to IoT devices and building controls, more products and solutions are available for the built environment than ever.  There are also more burgeoning and established businesses offering services and solutions that embrace the latest technological advancements, which means that competition in communication is gearing up. 
 
Because of this growing number of technology businesses, the communication of innovation is now further up the agenda than ever before.
 
With more businesses offering services to meet carbon emissions targets, how can you make sure your service or product is chosen?
 
And with so much noise in the marketing sector and big claims to meet energy efficiency rising, one of your biggest concerns is how do you rise above the saturated marketplace?
 
This is where specialised technology PR can support this crucial marketing effort. The even better news is that at 3Eight Communications, that is our speciality. With over 22 years in the energy management, software, and technology sectors, we have worked for many businesses. From eager disruptors to established technology brands – we are glad to say that we can flex and bend our services to the stage of your business. At the same time, we are helping you make more noise and support than everyone else.
 
3Eight can support businesses in the energy industry to promote their services and technology to their key target markets in several ways. For example, our job is to communicate the power behind your brand, the differentiators and opportunities.
 
As technology PR specialists, we are storytellers, and we bring brands to life. This is how we do it:

• We know your language, and we can distil it to your audience quickly and with ease.
• We understand how to grow and build brand awareness of technology and digital products, services and solutions.
• We manage brand reputation but also boast an in-depth understanding of current technology trends and marketplace applications.
• We look for PR opportunities amongst current trends and market movements as well as legislative changes.
• We are also unbias towards the technology that we are promoting – we take a 360-degree review and provide you with the feedback that you will likely face, and we plan and navigate around that.

 
Our background is in technology and cloud-based SaaS solutions within the energy industry and built environment.  We are PR specialists for technology and digital businesses. If you would like to know more about how the team at 3-Eight can help PR your technology and digital business, please get in touch with [email protected]
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