Taking A Deep Dive: Marketing Technical or Complex Engineering Brands (With Examples)
Technical companies usually think their marketing problem is that the product is hard to explain. It almost never is. The product is explainable. The problem is that the people deciding do not all understand it, and they are deciding anyway. Forrester’s 2026 study of nearly 18,000 business buyers found an average of 13 internal stakeholders plus 9 external participants influencing a purchase. Some of those people are engineers who can read your spec sheet. Most […]