What are the best ways to accurately convey what you do to technical buyers on your website? Many technical buyers complain that vendor websites just use buzzwords and don't make it easy to understand how the technology works.

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4 Answers

Technical Product Marketing

Lauren Craigie

Inngest Head of Marketing • 1y

You’ll need direct audience message testing to really nail this. We all have a habit of overloading our value statements, or trying to write for too many audiences at once. But before that, you’ll want to decide who your message is for. Is it for your executive buyer (a CTO/CIO/VPE)? Or is it for the developer? There’s overlap here of course, but a good rule of thumb is that your “how” needs to be incredibly obvious if the dev is your target audience, whereas “why” needs to take the lead for the ...Read More

553 Views
Ivan Dwyer

Material Security Senior Director of Product Marketing • 5y

Great question… this is easy to over index on either side – too much buzzword bingo or too deep in the weeds.Personally, I like to follow a narrative from top to bottom – anchor to “the what”, hook with “the why”, and win over with “the how”.But each section in that narrative has to be punchy and unique. I’m a Rule of 3 type – bullet points, icons, lists, etc. I get reinforcing key points, but nobody has time to scroll through the same statement over and over again! On each...Personally, I care ...Read More

1,738 Views
James Fang

Klaviyo Director of Product Marketing | Formerly LaunchDarkly, mParticle, Okta • 3y

If technical buyers are critical to the sale, then you have to address their needs. Host accurate technical content. If you're choosing to reserve your primary real estate for your homepage / above-the-fold for your business / non-technical buyer, then create a clear path (discoverable in your nav bar or as soon as they go below the fold) to "click-here if you're a technical persona" such as "Docs", "Developers", or "How are we different?". Some good example of websites that do this are: https:/ ...Read More

656 Views
Karen Sheffer

Hibob Director of Product Marketing • 5y

If buyers are complaining you should listen. The art of messaging is not to be flashy or buzzy or trendy, it's to know your target audience and speak in their language. If you've heard some negative feedback take a moment to look into it, find out whether that is the view of the majority of your buyer personas. If you find that to be true, it's time to change how you communicate with your audience.

424 Views