Marketing for software, engineering and high-tech
Creating more effective marketing strategy, campaigns and content
To promote complex products, you need exceptional marketing
We all know that great technology doesn’t happen by accident; it’s created by people who combine clear customer insight with outstanding technical skills. In the same way, marketing high-tech products and sophisticated services demands a combination of marketing skills with the ability to grasp technical complexity.
For over 25 years I have been helping technology firms to develop more effective and focused marketing strategies, as well as messaging and materials that are clear, credible and persuasive.
My work helps small software, engineering and tech businesses to build a more strategic marketing focus that brings them closer to the right customers and makes their selling more efficient and effective.
Building strategic clarity and focus
With a clear, focused strategy you can be confident that your effort and budget are working towards your business goals, whether that is growth, raising funding or positioning for exit.
Together we will map the real strengths of your products onto your customers’ most pressing needs, and weigh them against the competition, so we can see where you hold a genuine advantage and which markets will be most receptive and profitable. That clarity is the foundation everything else is built on.
All successful marketing rests on clear, compelling propositions: specific reasons a customer would choose what you offer. When your advantages come from subtle technical strengths, your marketing has to combine clear messages with technical accuracy.
I will distil the essence of what you do into terms your customers immediately understand, drawing out powerful, easily grasped messages that present clear solutions to their immediate challenges. These become the backbone of your awareness-building, your lead generation and your most important sales conversations.
Developing customer-centred propositions
Creating your core marketing materials
With the strategy and messaging clear, I will create the core materials that bring your proposition to life, the pieces that need real depth of understanding to get right. Typically that means your website content, customer case studies, and the storyline for a product demo or a key presentation that gets straight to what matters for your customers.
These are the foundations your marketing is built on: not an exhaustive toolkit, but the essential set that turns your proposition into something customers quickly understand and believe.
As you move on from marketing strategy and planning through to brand building, lead generation and sales, I will help you achieve a smooth handover to someone who is best suited to the day-to-day management and delivery of these activities. If appropriate I will mentor a marketer within your business, or help you choose and brief an agency, so the people running your marketing carry forward the clarity and focus that you need.
As you plan new products, target new customers and adapt to evolving market conditions, I am happy to continue supporting you with strategic marketing insight and updates.
Setting you up for ongoing success
You quickly understood our customers and their challenges, developing compelling messaging and persuasive content that underpinned the successful launch of our innovative software solution.
Phill Barratt, VP Content Solutions, GPSL
Customer case studies
See how we are working with other businesses like yours to make marketing more targeted and effective:
Sweetfish
Driving global sales with clear marketing messaging, a refreshed website and compelling sales collateral
JEM Software
Underpinning lead generation for sales software with customer insights, marketing planning and content
DeltaXML
Promoting XML document tools to senior decision makers with sector-specific marketing and case studies
AIndustrial
Supporting the growth of industrial automation experts with a strategic focus and targeted website
CI Precision
Capturing the business benefits of precision engineered equipment and manufacturing software
Parasense
Supporting sales of advanced sensors and SaaS with a new website, case studies and articles
Next steps
If you’d like to discuss how I could help with your marketing, please get in touch.
Marketing insights
If you are considering the next steps for your marketing, these resources may help your decision-making:
Marketing paper: Planning your website project
If you are planning a website refresh or complete replacement, this paper provides a proven approach to structuring and managing your project, with some tried and tested tips for avoiding the pitfalls and making every step successful.
Marketing paper: Three steps to more effective marketing
Many software and technology businesses create great products, but they don’t always grow to achieve their full potential. There are many reasons for this but one of the most important factors in building a successful technology business is achieving the right marketing mindset.