Tech B2B marketing is a world unto itself – and very unlike consumer marketing. B2B tech audiences tend to be well educated and experienced, and they don’t buy anything on a whim. Often they are looking for very advanced products to address complex needs. Their purchase decisions often involve teams of executives and can extend for months. We’ve learned quite a bit about marketing and selling in this unique environment because it’s been our one and only focus for over  40 years.

For many tech companies, marketing has essentially been a trial-and-error exercise: “Throw something against the wall and see if it sticks“ is a commonly heard phrase.. For us, that never made sense. Not only is it a waste of time and money, it also results in frustrated and disappointed clients.

From early in his career, Al Shultz saw that there were certain consistent principles operating in B2B tech marketing. While some strategies and tactics led to success, many others never, ever did! Al set about building a science out of the principles that consistently worked the best. And over the years he has continued to distill and refine and perfect those principles, confirming them over and over in actual marketing work for actual clients. To see a few of Al’s successful tech marketing principles, click here.

It seems like a shiny new marketing toy is popping up every few months – with thousands of marketing people quickly scrambling after it as the sure-fire solution to all their needs. The problem is, even the shiniest, newest marketing methodology can not itself change a tech buyer’s mind. Only a compelling, relevant marketing MESSAGE can make that happen.  That’s why we put so much focus on making our messages strong and effective. How we convey the message is important, certainly, but the message itself is what will make things work, or not.

Clear, strong differentiation is the most important single element in effective B2B tech marketing. Without it, a company’s marketing efforts will usually be a waste of time and money. That’s why for over forty years we have been refining and perfecting the science of differentiating technology products in their marketplaces – to make them stand out from the competition. For more of our special insights concerning differentiation in tech marketing, click here.

For many marketing agencies, making a profit depends on having junior people grinding out the actual work – while the owner and senior staff are busy schmoozing with client executives or pitching new business. Ours is the only tech marketing agency we know of in which the owner, with over four decades of in-depth expertise, personally handles all the client interaction as well as all of the strategy development, creative direction, 100% of the copywriting, and more. This means that we take on fewer clients; but it also means that each of our clients gets top-quality high-performance work – consistently.

To us, it is important to know that the client respects us for our expertise and that they are behind us 100%. It is our policy to always interface directly with the key client decision-makers, so there’s no need for second-guessing or political games – and we’re always able to get all the information we need. As a result, project approvals come quickly and easily, because everyone is on the same page from the beginning. Which is why we take personal pride in delivering high-performance work for each of our clients.