We like technology marketing because that is where the action is. B2B technology marketing gets the juices flowing. If you market tech products or sell in tech markets, you know what I mean. No matter what technology you’re involved with, you spend your life on the cutting edge of human existence — who we are, where we’re going and how we’re going to get there. Like Steve Jobs said, “What you’re doing is changing the world.” It’s exciting, inspiring, awesome, but also has its challenges…

The Bridge to Innovation

One job of B2B technology marketers is to make innovation intriguing — not scary. Marketing has to make people want to change instead of fight change. If you look at the innovation adoption curve below, the innovators and early adopters are easy; they want to be a part of new tech. However, it’s the slower majority that marketers have to target. If your product or service is able to capture them, then you are guaranteed years of success.

InnovationCurve-1.png

As an example, suppose you are marketing new robots. At first, that seems like it would be a really fun job. But how about the buyers? They may have reservations. Will robots, or more broadly robotics, preserve jobs or just replace workers? Robotics are superhuman fast and precise, improving production efficiencies. So, are they good or bad? Marketing has to create a message that can help everyone win.

A Bigger Story

It’s not about whether you swim with the current or against it. There has to be a bigger story. There’s more to robots than precision and productivity. B2B technology marketing has the opportunity to tell that story, make the case and swim in the deep end of the pool. Create the narrative. State the societal benefits that come with robot adoption. Something to the effect of, “With this new product, everyone from the end user to all the way up the supply chain to the OEM will be able to do his or her job easier.” That’s a story people can get behind.

It’s our job to deliver the message to buyers and all the other influencers to smooth the way for the new “thing” in innovation. And that’s great because nothing compares to bringing these tech marvels to the world.


In B2B tech marketing, tactics should be thought of as part of a larger whole, rather than separate pieces. By strategically integrating new and traditional marketing tactics, your marketing program become more effective and cost efficient. To learn more about how you can increase your lead generation and overall marketing, download our free eBook: Modern Integrated Digital Marketing—A Better Path for B2B Technology Marketers.

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Joe SchubertJoe Schubert founded Schubert b2b in 1978 to raise the performance of tech marcom to new heights. Before falling in love with B2B marketing, Joe started his professional career as a computer engineer out of Villanova and University of Pennsylvania, and worked for companies including Unisys, IBM and AT&T.