Turning techies into storytellers

Operating in highly competitive markets, many technology companies tend to focus marketing efforts on lead generation rather than brand building. While feeding the sales pipeline should be an important component of marketing, the brand is what sets companies apart, particularly in commoditised markets.

The complexity of products and services in the technology sector can also make it easy to forget that when it comes to buying decisions, even in the most high-value technical areas, the heart still rules the head.  While technically focused individuals may have a left-brain focus that simply loves technical specs and charts, they do have a right brain too; it’s the side that starts to doodle during long, boring meetings.  Satisfy both sides in your communication and you will have a truly compelling pitch.