MOTIVATE: In technical markets, motivation doesn’t come from clever slogans. It comes from clarity.

In technical markets, marketing doesn’t close the sale. It starts the process.

This post is about MOTIVATE — Part 3 of a 6-post series.

KNOW-REACH-MOTIVATE is our marketing mantra.

The companies we work with do not sell products online. Their sales cycles are long. They involve multiple stakeholders. Sometimes they even require changes to internal processes or system architectures. These decisions take time. Which means marketing has a very specific job: Create the moment where the right stakeholder raises their proverbial hand. That’s where MOTIVATE comes in.

This is Part 3 of our 6-part series on KNOW – REACH – MOTIVATE — three interconnected facets that form the foundation of effective technical marketing.

• You must KNOW what matters to the stakeholders in the buying journey.

• You must be able to REACH those stakeholders intentionally.

• But nothing moves forward unless the content actually MOTIVATES them.

In technical markets, motivation doesn’t come from clever slogans. It comes from clarity. From showing the stakeholder:

• How can the problem be solved
• What are the alternatives
• What trade-offs exist
• What risks are involved
• What proof supports the claims

The goal is not to “sell” in the traditional sense. The goal is to create content that is compelling enough for the stakeholder to think differently about the problem. When that happens, something important occurs. They raise their proverbial hand.

Sometimes that means downloading a whitepaper.
Sometimes it means sharing the material internally.
Sometimes it means bringing the idea into a design review.

Whatever the form, that moment moves them to the top of the sales funnel.

We developed a technical whitepaper for Allegro MicroSystems. Allegro designs and manufactures integrated circuits. One of their markets is electric vehicles. Allegro believes that a 48-volt infrastructure is the best choice for EVs (not for propulsion, but for the vehicle's overall operating voltage).

The whitepaper presents the case for 48-volt that would appeal to electrical engineers developing EVs; we also developed another version for procurement.

The whitepaper’s objective was to educate stakeholders on the value of evolving electrical infrastructure and to support internal discussions inside engineering organizations. And ultimately position 48-volt as an important consideration, and most importantly, positioning Allegro as a technical thought leader and potential partner.

That’s MOTIVATE in practice.

KNOW defines what matters.
REACH ensures it gets delivered.
MOTIVATE moves the process forward.

 MOTIVATE: This is part 3 of a 6-part series on KNOW - REACH - MOTIVATE. The Smart2Market mantra.

These considerations are particularly important for marketing technical solutions.

Exceptional marketing is not just about content; it has to be the right content, delivered to the right people in the right form, and those people ultimately need to be motivated to raise their hand to learn more.

Can Smart2Market Help?

If your company sells technical products to a technical audience and your marketing could use some help, please reach out to us.  We are happy to offer our thoughts.