By Chris Gilmour

It’s easy for geek-speak to dilute the impact of tech marketing.

Every industry sector generates its own jargon, but firms working in science and technology can take that to a whole other level.

The thing is, lapsing into geek-speak to describe what your product or service does is almost certainly working against you.

Let’s say that you are a business selling a software solution. Your audience will not be completely invested in the technology behind it – they want to know it can do for them.

The danger for the developer is that you have spent months and years developing your product. You have been in an echo chamber where you’re surrounded by people who have put their hearts and souls into the project. And that means your internal sounding board is a bunch of tech-heads who know exactly what you’re talking about.

Tech marketing boosts performance

But not all of your prospective customers speak that language. What most will want to know is how your software will solve their problem, boost their performance, or help them work more slickly.

To do that, you need effective communications, tech marketing and media relations that makes a solid case for buying your product because of what it does, not what it contains.

Too many tech brands make the mistake of trying to win new business by simply trumpeting their technological advances. Fifteen years ago, that may well have worked from a media relations perspective. But the advent of smartphones has given everyone the future in their pocket. They think there’s probably already an app that does whatever your new product does, anyway, so you have to sell them on the added value, not the novelty.

Back to your imaginary software. You’ve been coding away for so long, the code has become the product in your team’s mind. What you have to do is rewind and ask why you came up with the idea, anyway. What problem did you set out to solve? What gap in the market had you spotted?

No matter how enthralling you find the technical aspects, it’s what your product does, not how it does it, that will get people buying it. That has to be at the centre of your tech marketing and media relations.

You cut through the geek-speak and head much more towards the language your target audience uses. You talk about how it saves money, improves efficiency or makes lives better – adjusting your tone and language depending on whether you’re aiming for the consumer or B2B market.

But that B2B market has a further complication. The tech marketing campaign has to get through to the decision-makers as well as the people who will be handling the technical side. Those aren’t likely to be the same people.


The brands who come to us with a service or product know who makes those decisions – the chief executive or chief financial officer. They will decide to buy or not based on whether they believe your solution will be effective in improving aspects of their business.

It is the results you can deliver that interest them. So you’ll have to demonstrate clearly what those will be in language that’s not too technical

The technical stuff, they leave to the IT team, for example, and to get through the door it’s those fellow geeks you have to communicate with. Much as they may be interested in all the technological gubbins that goes into your software, they’re going to interrogate you on how it will work for them. Again, it’s a business case but you can lapse into acronyms and technical terms when they are absolutely needed.

Regardless of who you are talking to, your media relations has be clear, truthful, effective and concise. Even when you’re speaking to your peers, it pays to steer clear of jargon when it can be avoided.

People expect you to love your product – what you have to do is make them realise why they should love it too.

We are tech marketing and PR specialists – with our fingers firmly on the pulse. Contact us on 0800 612 9890.