This awesome resource provides a road map to help industrial marketing professionals navigate their way through the new-age of digital marketing! The book is now available on these platforms!

Amazon (ebook and PAPERBACK)

Do you have a great story to tell, but don’t know how to tell it? Are you struggling with making a transition from old-school media to the new age of digital marketing? Does your marketing message stand out in a crowd, or is it drowning in a sea of competitors? Is your technical or engineered product innovative and exciting, but you can’t seem to reach your target audience? How can you make your technical product seem sexy?

When you think of marketing a technical product, data sheets and operation manuals are no longer enough to get the job done. Trade shows are expensive and time consuming, and there is no way to accurately track the success of traditional print ads. Direct mail marketing, due to stricter personal data laws and regulations, is obsolete. In today’s ever-evolving digital age, old-school marketing is not enough to get your technical product noticed in an extremely saturated, competitive landscape.

The Fundamentals of Product Marketing

We acknowledge that the fundamentals of product marketing include the ability to frame a strong and unique value proposition with proof points, to understand the personas (target groups) for whom to develop messages/channels/deliverables, and to have a content marketing strategy which is underpinned by key narratives.

This book partly covers these concepts but is more tactical, drawing on some relevant industry case studies and examples. This book provides the basic insights you need to develop a creative approach to technical product marketing. We demonstrate how to embrace new media, how to find the right balance with an omnichannel approach, and how to benefit from the power of content marketing. We provide a road map to help you build an effective content strategy and teach you the simple yet powerful benefits of repurposing content.

Most important, you will learn how to combine various forms of creative media to strike just the right balance to bring a message to your audience that will generate leads and build profits.

The Omnichannel Approach to Creative Technical Marketing

Different audiences consume media differently, which requires an omnichannel approach. We have 30-plus years of combined marketing experience helping industrial customers market their technical products in thoughtful, creative, effective ways. In this book, we demonstrate how to avoid jumping on the marketing bandwagon and instead show you how to uncover your target audience and discover what resonates with them. A copy-and-paste approach rarely works in today’s vast, competitive landscape, so we show you how to create a custom omnichannel approach that will make your target audience pay attention to your technical product.

Marketing should never be a “Band-Aid.” Most companies believe that marketing can fix certain problems. We show you how this kind of reactive marketing does not work. Marketing is a process that begins with a marketing audit and establishing goals and objectives, and it includes a well-thought-through action plan with a mechanism to track return on investment. While this process should be driven by a marketing expert, we show you how to understand your options and navigate the numerous channels to get started on your technical product marketing strategy and blueprint.

Each chapter includes key insight and takeaways that you can integrate into your strategy immediately.For more information about how to creatively market your technical product, please feel free to reach out to the authors of this book directly.

Rick Louw can be reached at rick@lasso.consulting

Michelle Segrest can be reached at michelle@navigatecontent.com

Positive Reviews of HOW TO CREATIVELY MARKET A TECHNICAL PRODUCT

“Throughout my working life I have never lent my name to anything lightly. My word is my bond and must be beyond reproach to protect reputation and maintain customer confidence. I have read every word, chart and reviewed every link within the above document on your behalf, for you the reader and not for the benefit of others.

“The good news is that this highly informative document provides a valuable insight into the pros and cons of a comprehensive range of marketing communication tools. These tools have been successfully tried and tested over many years. From my own personal experience when used correctly, they have consistently provided an excellent return on investment (ROI).

“If you were to employ any of these recommended marketing tools as part of your company’s sales growth plan, they will take you and your company on an incredible journey, a journey of prosperity and success.”

—Ken Bishop, Former Marketing Manager, TYCO

“As a technically-minded person and a newcomer to marketing, I found this book to be an easily-digestible guide to help with your marketing planning and a starting point if you’re confused as to what media to select for your target audience. In particular, I liked the writers’ conversational style of writing, supplemented with a plethora of case studies and practical examples of how content marketing principles are applied in the technological and industrial sector. It is really helpful to see how other manufacturers have used content marketing to build their company profiles and communicate application-based information on their products.”

—Brian Mullan, Director, Salutary Food Manufacturing Consultants

“Emphasized throughout this book are some of the concepts that have changed through the years with regard to the target personas / target audience types, which are key elements and an important starting point to your marketing strategy. These must be clearly defined and in alignment with the wider business strategy, which should be the focal point of the campaign at all times.

What I like about this book is the emphasis on marketing content being re-worked and re-used across several media and platforms leading to the same overall message and final destinations. This makes greater use of the content and is more efficient. I would like to emphasize the importance of being clear about what it is you want to measure, setting targets, continually monitoring the results, and modifying the campaigns as required to contribute to the benefits of the business.

The contents of this book are suitable for both new professionals and the experienced marketer. As a newcomer to marketing, this in an easily digestible guide to help with your marketing planning and a starting point if you’re confused as to what media to select for your target audience.For the more experienced professional, it is a very useful reference to remind you of all the opportunities we can utilize. The handy tips are worth a read if only to provide a reminder and checklist of which marketing elements require the most attention. 

—A Global Marketing Professional in the Industrial Market

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