What is technical marketing?

The main objective of technical marketing is to clearly and effectively communicate the specifications and features of a product or service, as well as the benefits that product or service offers to its target consumer base. Oftentimes this involves using technical language in messaging that appeals to the technically-inclined consumer market.

Technical marketing demands that the marketing professionals working on a campaign collaborate closely with product development teams to comprehend the technical information of a product or service. The marketing professionals then translate those technical details into engaging marketing materials and messaging that can be understood by their target market.

Technical marketing often involves different activities and strategies, here are some common ones used across a variety of industries:

• Developing technical product information in document and marketing material forms, such as case studies, white papers, and product demonstrations.

• Doing market research to understand the needs, wants, and preferences of a specific technical consumer base.

• Creating technical certification and training programs for channel partners and sales departments.

• Strong collaboration between the marketing department or team and the product team to make sure the product features are filling a specific consumer need.

• Creating and executing targeted marketing strategies, like ad campaigns, that effectively attract a specific type of technical consumer.

Technical marketing requires that a company's marketing and technical teams both have a firm understanding of the technical features and concepts of their products or services. They must be able to effectively communicate complex technical information and data in a persuasive and easily understood manner.