Secrets of Marketing in Technical Computing

“A well planned marketing campaign will make a tremendous impact on interest and demand generation – technology companies generally realize this, but the ones that don’t get it aren’t around for too long — no matter how clever their technology might have been.” -Scot Schultz

“The engineers of [technical computing companies] must also be marketing-savvy and pull double duty, otherwise traction in the market will not be [gained] as quickly as they would wish.” -Brian Sparks

I finally got around to digesting today an article that appeared on insideHPC.com about the secrets to marketing in the technical computing market. The article piqued my interest because this is something we think about often.

Here are my thoughts after reading the article:

Participation in the broader community is important; for instance, we seek to add value in online technical forums as well as at tradeshows supporting our partners
It’s often more important to market the broader solution, than to just market your piece of the solution; for instance, we spent more of our energy early on talking about the advantages of GPU computing than we did talking about our own product
The quotes above are great about the importance of focus and engineering contributions to marketing
In technical computing, it is important to remove all the fluff and stick to the facts; customers are technical and respect the details

While general marketing principles can apply in technical computing, it is definitely a different market than most and requires adaptation of standard marketing practices to best influence technical buyers.

What are your thoughts on marketing in technical computing?

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