{"id":1214,"date":"2016-02-18T13:57:11","date_gmt":"2016-02-18T13:57:11","guid":{"rendered":"https:\/\/www.spanglobalservices.com\/blog\/?p=1214"},"modified":"2024-02-16T12:02:03","modified_gmt":"2024-02-16T12:02:03","slug":"power-pr-proper-technology-marketing-impossible-without","status":"publish","type":"post","link":"https:\/\/www.spanglobalservices.com\/blog\/power-pr-proper-technology-marketing-impossible-without\/","title":{"rendered":"Proper Technology Marketing is Impossible without It"},"content":{"rendered":"

PR officials have a set game-plan to promote single refrigerator units for retail. Selling the same refrigerator in bulk to B2Bs makes their lives miserable.\u00a0Creating the \u201cbuzz\u201d for technology marketing brands needs more involvement from marketers.<\/i><\/strong><\/p>\n

\"flower<\/p>\n

Why is it so difficult?<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Technology needs for businesses are specific \u2013 to the very last detail<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Purchase costs for B2B tech solutions go up by a huge margin<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Clients are knowledgeable and provided with plenty of options to choose from<\/p>\n

In plainer words, PR teams suffer while promoting technology marketing brands to B2Bs. Marketers blame misdirected technological expertise of decision-makers (CMOs, CEOs, CIOs etc.) for dry response rates. Buyers blame miscommunicated promotions of the technology products. Surely, it is no easy job to squeeze out that extra company revenue for the year\u2019s most anticipated technology purchase for any company. Seamless communication between marketing and promotion teams can top the high barrier of B2B technology expectations.<\/p>\n

4 Things You Must Communicate to Your Technology Marketing PR Team<\/strong><\/h2>\n

In-house or independent: PR teams can\u2019t perform without proper inputs from the marketing department. Here are the 4 things that you must share with them:<\/p>\n

1.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 The One-liner Introduction to your product<\/strong><\/p>\n

Promoting your product starts with one line.<\/p>\n

A line like:<\/p>\n

\u201cLearn about the best promotion tactics for technology marketing<\/strong> products from this blog.\u201d<\/i><\/p>\n

A line not like:<\/p>\n

\u201cWe are a database services company that specifically caters to technology marketing organizations and discuss about different tactics and practices of promoting, marketing and selling technology products\/services.\u201d<\/i><\/p>\n

Pointers to maintain:<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 The one-line can be a theme for designing the promotion campaign. Don\u2019t make it as lengthy as your campaign!<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 A short, crisp, and catchy line.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Clear iteration of the product\u2019s objective.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Direct address (more like an action, rather than a description) to the target audience.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Choose a main keyword, and stick to it. (technology marketing<\/i> <\/strong>is the keyword in the above example)<\/p>\n

While promotion teams are busy in organizing multiple channels to launch your campaign<\/a>, it is best that they are provided with the targeted themes. Marketing departments are more equipped with ready-made knowledge from the field. They are abreast with current technology marketing trends and are the best ones to decide corresponding themes.<\/strong><\/em><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 The one-liner introduction should be placed strategically in all communications and creatives.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Proper instructions on its usage will also be of help. Include the main keyword in the instructions.<\/p>\n

2.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Introductory Email Pitch<\/strong><\/p>\n

Success of PR often depends upon reaching big influences who give added leverage to your promotions. Introductions, for these special cases, should be compact with domain knowledge of the product as well as addressing market requisites. Marketers should be responsible for creating an arresting introductory pitch to high-base marketing professionals from the field.<\/p>\n

Pointers to Maintain:<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 The pitch should be in the same format of your email marketing<\/a><\/strong> campaigns.<\/p>\n

Mandatory Information to be mentioned in Your Introductory Email Pitch:<\/strong><\/p>\n

<\/i><\/b>a.<\/i><\/strong>\u00a0\u00a0\u00a0\u00a0\u00a0 <\/i><\/b>Your Company Name*<\/i>
\nb.<\/i><\/strong>\u00a0\u00a0\u00a0\u00a0\u00a0<\/strong> <\/i><\/b>Your Website URL*<\/i>
\nc.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/i> <\/i><\/strong>Your Product Name (hyperlinked to corresponding page)*<\/i>
\nd.\u00a0\u00a0\u00a0\u00a0\u00a0<\/i> <\/i><\/strong>Description of Your Product (75 words at most), main features in bullets*<\/i>
\ne.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/i> <\/i><\/strong>What makes your technology product better than that of competitors<\/i>
\nf.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/i> <\/i><\/strong>Funding sources<\/i>
\ng.\u00a0\u00a0\u00a0\u00a0\u00a0<\/i> <\/i><\/strong>Product Launch Date*<\/i><\/p>\n

\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0[(*)-marked fields are mandatory]<\/i><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 The email pitch should be in less than 200 words.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Concise, direct and transparent subject line of 45-65 characters.<\/p>\n

3.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Access to Data Analytics Report<\/strong><\/p>\n

This should make the lives easy for both marketers and PR professionals. Sharing data analytics<\/a><\/strong> reports (at least some of it) makes PR teams more knowledgeable about the ongoing product responses and pitch accordingly.<\/p>\n

Things to share particularly from the Analysis Report:<\/strong><\/p>\n