Learn some effective ways to reach technical decision-makers and influence their buying journey as a product marketer. Understand their pain points, tailor your messaging, provide evidence and details, and more.

That's exactly what I'm dealing with right now. Engaging these tech decision-makers means being everywhere they are online. I make sure our presence is strong across platforms they frequent the most. Keeping our website and presentations fresh is key; it's like giving our best impression all the time. You know what really keeps me going? Checking those analytics regularly. It's like peeking into their world, seeing what clicks and what doesn't. This helps us tailor our approach, making sure we're talking their language and keeping their interest every step of the way.

Technical decision-making involves discerning the problem addressed by the product and its distinctive value proposition, shaped by incorporating customer feedback.

What are the most effective ways to reach technical decision-makers?

If you're a product marketer, you know how challenging it can be to reach technical decision-makers. They are often busy, skeptical, and demanding of evidence and details. How can you capture their attention, communicate your value proposition, and persuade them to choose your solution over your competitors? In this article, we'll share some effective ways to reach technical decision-makers and influence their buying journey.

1 Understand their pain points

The first step to reaching technical decision-makers is to understand their pain points and goals. What are the problems they are trying to solve, the outcomes they are seeking, and the criteria they use to evaluate solutions? You can use various sources of information, such as customer interviews, surveys, reviews, forums, and social media, to gain insights into their needs and preferences. You can also leverage your sales team, customer success team, and technical experts to learn more about their challenges and expectations.

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Akash Aithal

Top Product Marketing Voice | Certified Technical Product Marketing Manager | Generative AI & B2B SaaS Product Marketer | Duke University | Ex - EY
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Technical decision-making involves discerning the problem addressed by the product and its distinctive value proposition, shaped by incorporating customer feedback.

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2 Tailor your messaging

Once you have a clear understanding of your technical decision-makers' pain points and goals, you need to tailor your messaging to address them. You need to craft a compelling value proposition that shows how your solution can help them achieve their desired results, overcome their obstacles, and differentiate from your competitors. You also need to use the language and terminology that resonate with them, and avoid jargon, buzzwords, and vague claims. Your messaging should be clear, concise, and relevant to their context and role.

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Seif Abdelghany

The Master Product Manager The Consumer Electronics Expert
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“If you are not personalizing your messaging to your target market, congratulations you have failed” Coming from a technical background, I can say with full confidence that technical people especially engineers believe that respect has to be earned not just given. So when talking to technical people selling something you need to tailor the messaging to them. How?! 1) Use the same language they use in defining the problem and in communication. 2) Define the problem from their eyes not yours 3) your value proposition needs to be customized to them 4) the value proposition has to be clear and to the point avoiding all the fluff of marketing 5) your proposition should set example on how it helps them to show the value of using it

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3 Provide evidence and details

Technical decision-makers are not easily swayed by marketing hype or emotional appeals. They want to see evidence and details that back up your claims and demonstrate your credibility. You need to provide them with data, facts, figures, testimonials, case studies, white papers, and other forms of proof that show how your solution works, what benefits it delivers, and how it compares to other options. You also need to anticipate and address their objections, questions, and concerns, and provide them with relevant and accurate information.

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4 Engage them on multiple channels

Technical decision-makers are not likely to make a purchase decision based on a single touchpoint or source of information. They tend to do extensive research, consult various stakeholders, and evaluate multiple alternatives before making a final choice. You need to engage them on multiple channels and platforms, and provide them with consistent and coherent messages across different stages of their buying journey. You can use email, social media, webinars, blogs, podcasts, videos, and other formats to educate, inform, and persuade them.

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Julia Tymoshko

🔹 Ideas 🔹 Communication 🔹 Marketing | Saving people from useless and boring brands
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That's exactly what I'm dealing with right now. Engaging these tech decision-makers means being everywhere they are online. I make sure our presence is strong across platforms they frequent the most. Keeping our website and presentations fresh is key; it's like giving our best impression all the time. You know what really keeps me going? Checking those analytics regularly. It's like peeking into their world, seeing what clicks and what doesn't. This helps us tailor our approach, making sure we're talking their language and keeping their interest every step of the way.

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5 Build trust and rapport

Reaching technical decision-makers is not only about delivering the right message at the right time and place. It's also about building trust and rapport with them, and establishing a long-term relationship. You need to show them that you understand their needs, respect their opinions, and value their feedback. You need to be honest, transparent, and authentic in your communication, and avoid being pushy, aggressive, or manipulative. You also need to provide them with ongoing support, guidance, and resources, and follow up with them regularly.

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6 Collaborate with your technical team

One of the most effective ways to reach technical decision-makers is to collaborate with your technical team, such as your product managers, developers, engineers, and technical support staff. They can help you understand the technical aspects of your solution, provide you with relevant and reliable information, and answer any technical questions or issues that your prospects may have. They can also join you in your sales presentations, demos, or calls, and act as your advocates and allies in convincing and converting your technical decision-makers.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Sunitha P

Marketing Manager | Product Marketing | Business Development | Channel Partner Management |MARCOM | Digital Marketing | Sales Management
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Tailor Your Communication: Customize your messaging to resonate with technical decision makers. Provide Technical Content: Offer in-depth technical documentation, whitepapers, and case studies. Establish your company as a thought leader by participating in technical forums, webinars, and conferences. Build Relationships: Cultivate relationships with influencers and leaders in the technical community. Decision makers are often swayed by the practical benefits and efficiency gains your solution can provide. Leverage online platforms such as LinkedIn and specialized technical forums. Provide the option for a proof of concept to allow decision makers to see firsthand how your product addresses their technical challenges.

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What are the most effective ways to reach technical decision-makers?

1

2

3

4

5

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1 Understand their pain points

2 Tailor your messaging

3 Provide evidence and details

4 Engage them on multiple channels

5 Build trust and rapport

6 Collaborate with your technical team

7 Here’s what else to consider

Product Marketing

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What are the most effective ways to reach technical decision-makers?

1

2

3

4

5

6

7

1 Understand their pain points

2 Tailor your messaging

3 Provide evidence and details

4 Engage them on multiple channels

5 Build trust and rapport

6 Collaborate with your technical team

7 Here’s what else to consider

Product Marketing

Rate this article

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