Sell to Others the Way You Would Like to be Sold to

Technology marketing content should speak to prospects the way the seller would appreciate being spoken to. Most people don’t like high pressure sales people or advertising hype. So, why does some technology marketing content contain unsubstantiated claims, unqualified assertions, over-the-top rhetoric, and misleading product comparisons? Sophisticated buyers of technology products want to be educated. Technology prospects are always looking for the latest information on new problems, new solutions, and changes in the marketplace. The best way to sell technology products is to educate the prospect on how a plausible solution addresses a real problem. Marketing content that educates has the following characteristics: • It explains how the offering addresses the root problem, not just symptoms. • It explains the underlying technology with natural analogies or diagrams. • It offers statistics that are qualified and backed up with references. • It makes fair and honest product comparisons. • It doesn’t have charts that look like examples from How to Lie with Charts.

I’m Robert Metzger. I write B2B marketing content for technology companies.

Writing effective B2B marketing content is challenging

Every marketing professional knows that B2B marketing content fills multiple roles. It needs feature descriptions, which convince the technical experts who recommend the product or service. It also needs benefits descriptions, which convince the executive who signs the purchase order. Technology marketing content that educates is no exception.

Not everyone knows that B2B buyers are driven by two sets of challenges, needs, and interests. On the business side, they want reduced costs, increased sales, improved productivity, minimized risk, etc. On the personal side, they want career advancement, job security, less work, risk avoidance, etc. If the business case is compelling, but personal needs are not addressed, at least implicitly, the marketing content will be much less effective. Marketing content can be persuasive while it is educating.

Developing broad experience in high technology takes years

I worked in high performance computing for nearly 30 years. I programmed, tested, and deployed software that employed symbolic artificial intelligence, statistical machine learning, static program analysis, natural language processing, automated testing, dynamic performance analysis, and parallel programming. I’ve written technical books and articles about some of these topics.

Many cybersecurity products use technologies like these. I know what these technologies can and can’t do, because I know how they are implemented. I can connect the technologies you use to your prospects in ways that address their problems. Cybersecurity marketing content needs general context to be effective. Read more about my technical background.

Project management ability is defined by success

I served in 10 project management positions at 3 high tech companies over 19 years. During those years, I learned how to work well with people and get projects done on a schedule. Those skills enable me to complete your projects on time as well. Read more about my project management experience.

Finding writers with cybersecurity expertise isn’t easy

Cybersecurity marketing content that educates is best written by someone who has a solid understanding of the technology. I completed a graduate certificate in Information Systems Cybersecurity from Penn State University in 2017. At the same time, I also passed the CISSP exam, becoming an Associate of (ISC)2.

I continue to read the same cybersecurity research papers your engineers read. My training enables me to translate their technical language into marketing content that your customers can understand. Read reviews of cybersecurity research I have written.