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Technology marketing: a discipline in its own right
When we talk about marketing of technology, we do not mean marketing by technology. It is indeed marketing of technology that we’ll address in this post— and the distinction is not insignificant.
Technology marketing follows specific logic, linked to the nature of the offerings, decision-making cycles and target markets. It is a demanding discipline, with its own rules, requirements and blind spots. In the technological and industrial worlds, offerings are rarely obvious. They are aimed at experts — often with academic training — who expect above all to understand, evaluate and compare.
In this context, marketing cannot be limited to capturing attention. It must first and foremost provide clarity. Ideally, it does both. But too often, it does neither.
Innovation is not proclaimed, it is demonstrated
In technology marketing, innovation is not just a veneer. It is often at the heart of the value proposition, but also at the heart of doubt. Sometimes innovation raises legitimate questions: reliability, sustainability, compatibility, ability to integrate and stand the test of time. We also like to talk about innovation when there is none. Innovation has become a buzzword, overused and devoid of meaning. Like quality, innovation must be demonstrated rather than proclaimed.
Innovation is not an end in itself either. The role of marketing is not to artificially amplify it, but to translate it into understandable benefits, measurable results and concrete evidence. Otherwise, innovation remains at best an abstract promise and at worst a buzzword.
The value proposition, the cornerstone of your strategy
Technology marketing begins with a clear-headed analysis of demand, supply and competition. This groundwork, often relegated to the background, is nevertheless crucial. It results in a structured value proposition that summarises the market context, a real problem and a credible solution.
When the role exists, this responsibility often falls to the product manager.
Their function is strategic: to identify the target audience and arguments, interpret a complex technological context, and explain it clearly enough to convince. Without this synthesis, marketing is doomed to produce noise rather than meaning.
The concept of communication: reducing without impoverishing
A value proposition, however solid it may be, does not spontaneously capture attention. If it is too dense or too technical, it needs to be tightened up, condensed and simplified. An image and a tagline are often the maximum your audience is willing to consider before deciding whether the subject deserves more time and attention. This summary — which we call the ‘communication concept’ — is not intended to say everything, but to grab attention.
The brand: the framework for your credibility
In B2B markets, and even more so in technological environments, too many marketing efforts are limited to one-off actions with a short-lived impact. However, a technological offering is never perceived in isolation. It is always interpreted within a broader framework: that of the umbrella brand on which it depends.
The brand structures credibility, attractiveness and, ultimately, preference. It guarantees the consistency of the message and the legitimacy of the promise. To quote Aristotle: if logos corresponds to the value proposition, and pathos to the communication concept, then ethos is the domain of the brand.
Thinking internationally, right from the outset
Technology companies—including SMEs and mid-cap companies—operate in naturally international markets. Those that confine themselves to their domestic market will sooner or later be exposed to a more visible, more understandable and more accessible competitor on a global scale.
Today’s digital marketing tools make it possible to expand internationally at a reasonable cost. It is neither necessary nor recommended to break the bank with a television campaign in order to exist in your market. But it is essential to structure your message, prioritise your objectives and make your proposition intelligible beyond its original context.
What bb&b can do for you
Technology marketing is neither a cosmetic exercise nor an afterthought. It is a demanding, structuring task that requires making choices, giving up certain conveniences and embracing a form of intellectual rigour. In technological environments, it is not oversimplified marketing that creates value. It is marketing that clarifies without betraying.
Often, companies lack the internal resources and perspective to carry out this task. bb&b’s expertise in technology marketing and industrial communication can help you develop and implement your strategy.
