The Key to Marketing Technical Products and Services

Speaker A: The Virtual CMO Podcast is sponsored by the Strategic Marketing Advisory Services of the five Echelon Group. If you'd like to work directly with the five Echelon Group and discuss how fractional CMO services can help optimize your business, enhance marketing effectiveness, and grow revenue, visit 5echelon.com. That's F I V E E C H e l o n.com to learn more and schedule a free consultation. Welcome to the Virtual CMO Podcast. I'm your host, Eric Dickman. M Today's episode is a bit different and I must say, rather experimental. We're diving into the fascinating world of AI narration using Google's cutting edge notebook lm AI Voices. Recently I shared my thoughts about marketing technical products and services in an article on LinkedIn and I thought it would be interesting to have this content interpreted by AI narrators. What you're about to hear is an AI powered exploration of those ideas. The only information I provided to the AI was a link to the blog. Everything else the LM did on its own. Before we begin, I want to mention that while the narration is AI generated, the content and ideas are very much human, drawn from my own experiences and observations in the marketing world. I'm curious to hear what you think about this format, so feel free to contact me on LinkedIn or through our website. The links will be in the show notes. Let's dive in and explore. Explore this intersection of human insight and artificial intelligence.

Speaker B: All right, so we're diving deep into marketing technical products today and we've got

Speaker C: this great article called the Key to Marketing Technical Products and Services to help us.

Speaker B: Perfect. Yeah. We're going to pull out all the best bits for you guys.

Speaker C: The biggest takeaway, I think, is that even though showing off your technical know how is super important.

Speaker B: Right.

Speaker C: Focusing only on tech specs can actually make your reach smaller.

Speaker B: Kind of like trying to explain how awesome a symphony is by just talking about the frequencies of the notes.

Speaker C: Exactly. You miss the emotional impact, you lose the feeling. Yeah. The author, Eric Dickman, he argues that a lot of companies get stuck there thinking that a technical audience only wants super technical info.

Speaker B: So does that mean we should like, dumb it down?

Speaker C: Not at all. It's more about realizing that people are coming to this with different levels of understanding.

Speaker B: Okay.

Speaker C: Some people are already familiar with the tech and others are just starting to explore it.

Speaker B: So how do you create content that actually speaks to both of those groups?

Speaker C: Mhm. That's where this wider net approach comes in.

Speaker B: Yeah.

Speaker C: The article breaks down content into three stages that kind of mirror the buyer's journey. Awareness, consideration and decision.

Speaker B: Okay, I like it. Break it down for me.

Speaker C: All right, so awareness, that's the hook. You're trying to grab their attention, get them interested without overwhelming them with jargon. Got it. Imagine like blog posts about common industry problems or ebooks that highlight emerging trends. You could even use infographics to break down those complex ideas.

Speaker B: So basically, you're showing them you get their problems before you even mention your product.

Speaker C: Exactly. You're establishing yourself as an expert, someone who can guide them.

Speaker B: Okay, makes sense.

Speaker C: Not just trying to make a sale.

Speaker B: So then how do you move them into the consideration stage? Once you've got their attention, then you

Speaker C: can start bringing in some more technical details. But you still want to find the right balance. Mhm. Things like webinars, case studies, studies, white papers. Those are all good here.

Speaker B: So instead of just saying our software is amazing.

Speaker C: Right.

Speaker B: You're showing them why it's amazing.

Speaker C: Yeah. You're backing up your claims with data and real world results.

Speaker B: Uh, showing how it solves specific problems.

Speaker C: All right, so they're considering it. Now what do we do to get them to actually decide to go with us?

Speaker B: Time for the big finale. The decision stage. This is where you got to give them that extra boost of confidence.

Speaker C: Okay.

Speaker B: Product demos are great here because people can actually see the product in action.

Speaker C: Uh-huh.

Speaker B: Detailed comparison guides can be super helpful too.

Speaker C: Right. So they can see how you stack up against the competition.

Speaker B: Yep. And testimonials.

Speaker C: Ooh, yeah. Those are so powerful.

Speaker B: Those are key. Give them that social proof.

Speaker C: It's like word of mouth on steroids.

Speaker B: Exactly. It makes a huge difference.

Speaker C: This is great stuff, but honestly, it feels like a lot to manage.

Speaker B: It can be, but the article actually suggests repurposing content.

Speaker C: Okay.

Speaker B: You know, like if you have a really detailed white paper.

Speaker A: Mhm.

Speaker B: Break it down into a series of blog posts, each one focusing on a different part. Or turn those blog posts into snippets for social media.

Speaker C: Ah. Uh, so you're getting more mileage out of your work.

Speaker B: Exactly. And don't forget about storytelling. Storytelling, yeah, but we're talking about technical products.

Speaker C: Even technical products solve human problems.

Speaker B: Sure.

Speaker C: You can weave stories into your content. Like case studies with specific customers or anecdotes about how your product has made a difference.

Speaker B: So you're making it more relatable and engaging.

Speaker C: Exactly. Stories help people connect with your brand on a deeper level.

Speaker B: Okay, I'm starting to see the bigger picture here.

Speaker C: Good.

Speaker B: This article also mentions something called A fractional cmo? What is that?

Speaker C: It's basically like a marketing expert who works with several businesses part time.

Speaker B: Interesting.

Speaker C: They offer strategic guidance and support. Kind of like having a CMO on demand.

Speaker B: So like, if a company can't afford a full time cmo, they could use one of these.

Speaker C: Yeah, exactly. The author, Eric Dickman, actually describes himself as a fractional cmo.

Speaker B: Interesting.

Speaker C: And he mentions his company has a virtual CMO offering as well. M not m totally sure what that is, but it probably involves the same kind of strategic marketing help, but delivered online.

Speaker B: This has been super helpful. I'm really starting to understand how to market technical products in a more effective way.

Speaker C: It's not just about throwing a bunch of jargon at people.

Speaker B: Right.

Speaker C: It's about creating content that connects with them where they are.

Speaker B: Okay, so we've covered the basics of this wider net approach.

Speaker A: Yes.

Speaker B: And different types of content for each stage.

Speaker C: Uh-huh.

Speaker B: What should we tackle next?

Speaker C: Let's dive into some more specific tactics and examples for creating that content.

Speaker B: Okay, let's do it.

Speaker C: I think we can really make this actionable for people perfect. And help them take their marketing to the next level.

Speaker B: Love it.

Speaker C: Okay, so let's get a little more practical.

Speaker B: Yeah. Let's break this down.

Speaker C: Um, we've been talking about this wider net approach.

Speaker B: Right.

Speaker C: But what does it actually look like to create good content for each stage of that buyer's journey?

Speaker B: Yeah. How do we hook people in the awareness stage without getting too technical?

Speaker C: Okay, so think about your audience. What are their pain points? Okay, so let's say you're selling project management software. Maybe your audience is struggling with teams that are disorganized or they're missing deadlines.

Speaker B: That's similar.

Speaker C: So you could write a blog post called something like five signs. Your team needs a project management overhaul.

Speaker B: Ooh, I like that.

Speaker C: It speaks directly to their problems without even mentioning your software.

Speaker B: Right. You're giving them something useful upfront.

Speaker C: Exactly.

Speaker B: What about if you're selling cybersecurity software?

Speaker C: Hmm. You could do an infographic.

Speaker B: Okay.

Speaker C: Something like the alarming rise of data breaches in healthcare. People love visuals and that title really taps into a fear.

Speaker B: Mhm. For sure.

Speaker C: And ebooks are great for giving more in depth information. Okay, so say you're selling a CRM system. You could have an ebook called the ultimate guide to optimizing your sales funnel.

Speaker B: I like it. So you're positioning yourself as a helpful resource.

Speaker C: Exactly.

Speaker B: Not just someone trying to make a sale.

Speaker C: Right.

Speaker B: So they're aware of you and what you do?

Speaker C: Mhm.

Speaker B: How do we move them into that consideration stage?

Speaker C: That's when you want to bring out the case studies.

Speaker B: Oh yeah, people love those.

Speaker C: They want to see how your product has helped other people.

Speaker B: Makes sense.

Speaker C: But don't just list features. You got to tell a story.

Speaker B: Okay, give me an example.

Speaker C: All right, so let's say you sell software that helps streamline manufacturing processes.

Speaker B: Okay.

Speaker C: Find a customer who's gotten great results.

Speaker B: Okay.

Speaker C: Maybe they reduced errors by like 50% or increased output by 20%. And then tell their story. Mhm. Talk about their challenges and how your software helped them overcome them.

Speaker B: That makes it feel real, you know?

Speaker C: Yeah, exactly.

Speaker B: Then about white papers. Aren't those kind of boring?

Speaker C: They can be if they're not done. Well. Uh, the key is to share original research or insights that make you look like a thought leader.

Speaker B: Gotcha.

Speaker C: So let's say you're selling AI powered marketing automation software. You could write a white paper called the Future of Personalized How AI is Transforming Customer Engagement. Ooh.

Speaker B: M. That sounds interesting.

Speaker C: Something like that.

Speaker B: Okay, so now we're at the decision stage. They're almost ready to buy. What do we do?

Speaker C: It's time for a product demo. Let them actually see your software in action.

Speaker B: Like a test drive?

Speaker C: Yeah, exactly.

Speaker B: I like it.

Speaker C: And make sure the demo is tailored to their needs and pain points.

Speaker B: So they can really see how it would work for them.

Speaker C: Exactly.

Speaker B: What about comparison guides?

Speaker C: Those are good too. If they're still thinking about other options.

Speaker B: Mhm.

Speaker C: You can lay it all out and show them why you're the best choice.

Speaker B: And testimonials are super important here too, right?

Speaker C: Absolutely. They want to know other people are happy with your product.

Speaker B: Right. It's like having a friend recommend something.

Speaker C: Exactly. It gives them that extra reassurance.

Speaker B: Okay, so we've talked about creating all this content.

Speaker C: Mhm.

Speaker B: But how do you manage it all?

Speaker C: You got to repurpose it.

Speaker B: What does that mean?

Speaker C: So remember that case study about the manufacturing company?

Speaker B: Yeah. The one who streamlined their process.

Speaker C: Exactly. Okay. Don't just put it on your website and forget about it.

Speaker B: Right.

Speaker C: Turn it into a blog post that highlights the main takeaways. You could even make a short video for social media with the customer's testimonial.

Speaker B: Oh, that's smart.

Speaker C: And pull out some quotes and stats for graphics to share on LinkedIn.

Speaker B: So you're basically stretching that content as far as you can.

Speaker C: Yep. You're maximizing its impact without having to start from scratch.

Speaker B: Okay, that's a good strategy.

Speaker C: And you can do this with all kinds of content, like white papers, webinars, even blog posts can be turned into social media posts or email newsletters.

Speaker B: It's like, uh, a content recycling program.

Speaker C: More like a content amplifier.

Speaker B: Okay, I like that.

Speaker C: And remember, even with all this digital stuff, the human touch is still important.

Speaker B: Right. We talked about storytelling earlier.

Speaker C: Exactly.

Speaker B: But how do you actually do that with technical products?

Speaker C: You got to remember that even the most complex technology serves a human purpose.

Speaker B: Okay.

Speaker C: So don't be afraid to show that human side.

Speaker B: So instead of just listing the features of your cybersecurity software.

Speaker C: Right.

Speaker B: You could tell a story about a business owner who got hit by a data breach.

Speaker C: Exactly.

Speaker B: And how your software help them get back on their feet.

Speaker C: You're selling peace of mind, security, efficiency, all those emotional benefits that makes it more compelling. And when you connect with people on that emotional level, it makes a big difference.

Speaker B: This has been super helpful. I'm feeling much more confident about marketing technical products now.

Speaker C: Good. I'm glad.

Speaker B: It's not just about being super techy.

Speaker C: Right.

Speaker B: It's about understanding your audience and giving them what they need.

Speaker C: Exactly. You got it.

Speaker B: Okay. So we've talked a lot about creating awesome content.

Speaker C: We have.

Speaker B: But how do we actually know if it's working?

Speaker C: Uh, that's where measuring your results comes in. You don't want to just put it out there and hope for the best.

Speaker B: Right.

Speaker C: You got to track key metrics to see what's resonating and what's not.

Speaker B: So what are some of those metrics? What should we be looking at?

Speaker C: Well, website traffic is a good place to start.

Speaker B: Okay.

Speaker C: You know, are people actually finding your content?

Speaker B: Makes sense.

Speaker C: So look at things like page views, unique visitors, bounce rate.

Speaker B: Bounce rate. What's that?

Speaker C: So that's how many people are leaving your site quickly.

Speaker B: Oh, so like, if they click on a page and immediately leave.

Speaker C: Exactly. It might mean your content isn't grabbing them.

Speaker B: Okay, so traffic is important, but.

Speaker C: But it's not the whole story.

Speaker B: Right.

Speaker C: We also got to look at lead generation. Are people giving you their contact info?

Speaker B: So, like downloading an ebook or signing up for a webinar?

Speaker C: Yep. That means they're interested enough to take the next step, so it's a good sign. And then, of course, we want to see how many of those leads actually become customers.

Speaker B: Right. Because at the end of the day, we want results.

Speaker C: Exactly. It's all about driving business.

Speaker B: But that's not just about your website. Right. Social media is important, too.

Speaker C: Oh, for sure. Social media is huge.

Speaker B: So what Are we tracking there?

Speaker C: Well, you want to see people sharing your posts, liking them, commenting, that kind of stuff.

Speaker B: Engagement, basically.

Speaker C: Yeah, exactly. It means your content is hitting the

Speaker B: mark and helps get the word out.

Speaker C: Exactly. Builds awareness and credibility.

Speaker B: Okay, so we're looking at website traffic, leads, conversions, social media engagement.

Speaker C: It's a lot.

Speaker B: That is a lot of data. What do we do with all of it?

Speaker C: Well, that's where the analysis comes in. You gotta look for patterns, see what's working and what needs to be tweaked.

Speaker B: So, like, if a blog post is getting tons of traffic, but no one's clicking on the call to action. Yeah, maybe we need to change the call to action.

Speaker C: Exactly. Or if a certain type of social media post is killing it. Yeah, you want to do more of that.

Speaker B: So the data helps us make better decisions.

Speaker C: It's like a compass. It guides you.

Speaker B: I, uh, like that. Because the world of marketing is constantly changing.

Speaker C: Always.

Speaker B: You got to be able to adapt.

Speaker C: That's the key.

Speaker B: Well, this has been a really insightful deep dive.

Speaker C: It has.

Speaker B: I feel like I have a much better understanding of how to market technical products.

Speaker C: Good. I'm glad.

Speaker B: It's not just about being super technical. It's about connecting with your audience and telling their story. Exactly. So we've talked about the wider net approach, the buyer's journey, storytelling, repurposing content, using data to improve, all the essentials. And even if you're dealing with the most complex technology, you can make it engaging if you focus on that human element.

Speaker C: Couldn't have said it better myself.

Speaker B: Awesome. Well, thanks for joining us, everyone.

Speaker C: It's been a pleasure.

Speaker B: We hope you got some great takeaways to help you level up your marketing game.

Speaker C: And remember, marketing doesn't have to be boring.

Speaker B: Keep it fun, keep it engaging, and

Speaker C: keep pushing those boundaries.

Speaker B: Until next time,

Speaker A: thank you for joining us on this episode of the virtual CMO podcast. For more episodes, go to 5echelon.com podcast to subscribe through your podcast player of choice. And if you'd like to develop consistent lead flow and a highly effective marketing strategy, visit 5echelon.com to learn more about our virtual CD consulting services.