Marketing for companies whose buyers are technical.
Technical audiences are unusually good at spotting marketing that does not understand the product. We build positioning, sites and campaigns that survive scrutiny from the people who actually evaluate the tooling.
What makes this sector hard.
The product is explained internally, not externally
Teams close to a product describe it in their own vocabulary. Prospects who have never used it need the problem framed before the feature list means anything.
Long, multi-stakeholder buying cycles
A technical evaluator, a budget holder and a security reviewer all need different material. One page pitched at one of them stalls with the other two.
Marketing that engineers distrust
Overclaiming is expensive in this sector. Credibility is built with specifics, documentation and honest limitations, not adjectives.
How we work in it companies.
Understand the product properly
We spend the time to learn what the thing actually does before writing a word about it, usually with whoever built it.
Write for the evaluator
Material aimed at the person who will judge it technically, with the commercial case built alongside rather than instead.
Measure against pipeline
Tracking wired to the CRM so the long cycle can be attributed, rather than judged on the traffic it produced.