Many pixels have been lit up on this blog examining how B2B companies can overcome knowledge gaps when selling highly technical or very specific solutions—well, add to the list this post about creating educational content. ISARA is a Waterloo-based company that tends to fly under the radar on the local tech scene, likely because the problems they solve don’t arise in everyday […]
5G is the fifth generation of cellular network technology and it holds tremendous promise to transform the role played by telecommunications technology in society. Each and every vendor who participates in the telecom marketplace is getting asked about their plans regarding 5G and support for the new technologies and architectures it brings. Similarly, each and every vendor must deal with some combination […]
“Something as complex as a whitepaper or a technical showcase marketing document might take you 20 hours to produce. And people are like, ‘I don’t have 20 hours right now, everyone’s really busy.’ Over the next quarter, your CTO might be on 50 hours’ worth of calls…it’s a no-brainer in terms of an asymmetric investment in your business: it helps everything scale.” […]
For many tech companies in general, and especially for those in highly technical fields, establishing your technical differentiators is vitally important.
Using an example from my past, I’ll show how you can tackle technical topics.
Your customers are looking for solutions to problems, they’re not Googling for your product or technology. Talking about solutions and problems helps you get discovered, and makes your message stronger by relating to an acute pain point; done right, this approach earns you the product and technology conversations that come later. The last Communitech Marketing P2P of the year took a Lightning […]