Product Marketing – for technology and digital businesses

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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