Marketing technical products and services, especially to technically
savvy customers can benefit from formal technical training. I have
seen it a number of times myself, from
products I have purchased,
to trade shows and exhibitions I have attended,
to students who have good communications skills, are motivated
by working with, communicating and help technical people –getting
marketing and technical representative positions.
When I recently attended a terrific exposition of robotics and chemical
screening products in Orlando, I looked for marketing savvy people who
I could highlight for this entry. It seemed like everyone had one or
another skill and each firm had a team of people with different skill
sets. Marketing is more than a unique selling position [as in Madmen]
Scott Brinker does a fantastic job outlining the evolving skill
set for successful market managers. His 5 skills can be integrated
- working with customers to understand their present and future
needs, knowing that this must be translated in understandable terms
to both the customer service rep and the customer. Sometimes it
involves follow-up communication, since timing and training are
not easy yet essential.
- software and hardware integration and version updating without
customer awareness for hardware or robotics or analytical systems.
- anticipating new directions of customer needs, changing resource
trends and value and out-of sequence tools that work only some
of the time.
The terms and keywords in marketing are different than technical
jargon. They can and must be learned. And they seem different from
sub-field to sub-field.