“We have to change the language we’re using to speak to decision-makers,” says Simon Walker. “The tech buyer has changed. For the last thirty years, the technology industry predominantly sold hardware to technical people. But that paradigm has shifted with the prevalence of SaaS and technology moving from hardware to the cloud, which means that everyone in a business can now be a technology buyer.”

Walker, the CEO and founder of Proposition, an integrated marketing agency based in Auckland, New Zealand, thinks many tech companies still haven’t caught up with that change, and, as a result, their marketing and sales teams aren’t speaking the language of the new buyer in their marketing campaigns.

“Often tech companies still want to talk about their products in terms of how they work and all of the whiz-bang features to an audience who doesn’t really care about how the technology works,” he says—they’re interested in how your product is going to make their work easier and solve their problems. “You need to appeal to their emotions; the problems they have, and make sure they’re comfortable they're being understood and the brand speaks to them."

Hosted on Acast. See acast.com/privacy for more information.