As a newcomer to the tech industry, it's easy to become overwhelmed with the complexities and becoming familiar with the acronyms and tech-speak is like learning a new language. Although each day still feels like a school day, in my approach as a marketer, when communicating the technical aspects such as object storage, workflow integrations, cloud vs. on-prem, and egress fees, the technical aspect, as well as the benefits and features, has to be communicated with our target audience in such a way that is understandable, relatable, and that it solves their problem.
To spark and ignite this interest and connection, how we speak to our customers becomes less about the product and more about building on a long-term relationship through your brand values. Who are we? Why are we here? Why is this important to us? Product is important, but establishing relationships based on our core brand values also plays a significant role, perhaps a more important one.
Gone are the traditional days of comms being focused on speeds, feeds, and services and basically trying to target anyone and everyone swipe left, swipe right you've got a match!
In a 2021 report published by Allison PR; Technology PR's Tug of War: The Battle of Brand vs. Product, 77% of tech marketing, branding, and communications decision-makers worldwide - and across industries - believe in the power of authentic, brand-first storytelling to showcase a company's value, purpose, and mission.
Even more (88%) also believe their C-suite understands the value. To quote one respondent: Brand authenticity, in my opinion, is no longer an option for companies looking to stay ahead of the competition.
But the data shows belief is not the same as reality. Only 58% of respondents say their company truly prioritises brand-focused campaigns, admitting to internal challenges standing in the way.
This is where sales and marketing play a key role in working together rather than against one another. During this report, when it came to working with sales, the priorities shifted. The high degree of enthusiasm to capture customer attention through more authentic storylines fell to the back burner. One out of four decision-makers admitted to sales pushing a product-only approach to influence customers.
While the finding itself is not a revelation, what confounded these respondents is that sales sits in the marketing driver's seat, even though the majority of decision-makers (55%) agreed one of the most appealing benefits of telling more authentic brand stories is, in fact, the increase in sales.
The more you can personify a brand, then the more appealing it will be to your target audience.
This is very relatable; in my own experience as a marketer I have always found there to be a level of unspoken uncertainty over who is leading who. Are you a sales-led organisation or a marketing-led organisation? As marketers, our role is to support the delivery of the business strategy, and define how this can be achieved.
The CIM (Chartered Institute of Marketing) says Every product we buy, every store we visit, every media message we receive and every choice we make in our consumer society has been shaped by the forces of marketing.
Going back to the Allison PR; Technology PR's Tug of War report, findings showed C-Suite understood the value of brand-led storytelling, with 65% of CMOs globally most likely to say their company prioritises brand-related marketing and PR campaigns. Yet, two out of five of all other decision-makers confessed C-suite continues to prioritise product or product feature-focused announcements over everything else.
What's more, 42% said current marketing and PR campaigns remained largely product-driven. This is despite nearly half of decision-makers saying customers in their industry thought the overarching brand, values, and purpose were more important than products or product features.
B2B and consumer tech decision-makers know that telling more authentic brand-first stories will pay off in spades for the company. Nearly 72% of all respondents boldly said their customers make more purchasing decisions based on the overall strength of the brand, its mission, and its values than they did three years ago.
We have built our everlasting relationships through talking about and also demonstrating our core company brand values.
The safe assumption here is technology's critical role during the COVID-19 pandemic certainly factored into this shift in thinking, as has the purpose-driven, more emotive approach consumer brands have spotlighted over the past decade. In the words of one respondent: My company believes that fostering consumer's trust and loyalty is key, and nothing else is needed.
Technology brands across industries agreed that purchasing decisions are increasingly influenced by the strength of the overall brand, its mission, and its values.
The report interestingly concluded that technology PR is evolving with media and core audiences wanting to know more than just what the company does. They want to know why you do it. This doesn't mean that organisations should abandon all product marketing and PR to adopt a brand-only mindset. Instead, there should be a balance stuck rather than a game of tug of war.
Whilst B2B marketing is not entirely emotionally driven, ultimately, the saying people work with people, not companies applies. The more you can personify a brand, then the more appealing it will be to your target audience. And to achieve this, you need to instil it with your values, your culture, your people, and your vision. This is more than surface deep.
It's those guiding principles that need to touch every area of the business and it's what underpins your marketing and PR efforts as well as the individual conversations with suppliers and customers as well a
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
06/09/2026
June 9 2026, 23:00 (PDT) Dolby and MagentaTV Bring Fans Closer to the FIFA Worl...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
04/07/2026
April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...
15/06/2026
Detach from Direct-Attached: How Remote Editing with EVO Keeps Creative Teams Mo...
14/06/2026
Library captures 1960s R&B/pop drum sound
Following on from their recent wave of plug-in effects, Iconic Instruments have just launched an all-new virtual d...
14/06/2026
HBO Comedy Rooster Shot with URSA Cine 17K 65
Brie Clayton June 14, 2026
0 Comments
Large format brings viewers intimately close to characters.
Black...
13/06/2026
Latest expansion pack includes 252 presets
Devious Machines have recently introduced another expansion for their powerful multi-effects plug-in, Infiltrator...
13/06/2026
Create custom DAW/plug-in controllers using prompts
MetaGrid have recently introduced an all-new AI Builder function to their touchscreen-based control surf...
13/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
13/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
12/06/2026
YES Network and The Gotham Sports App will air seven Athletes Unlimited Softball...
12/06/2026
The United Football League will host its FAST Innovation Suite at the 2026 United Bowl presented by Credit One Bank on Saturday, June 13 at 3:00 p.m. ET at Audi...
12/06/2026
PTZOptics and LayerJot will present live demonstrations at InfoComm 2026 showing how natural-language AI prompting, robotic camera control, and on-device comput...
12/06/2026
MultiDyne Video and Fiber Optic Systems will exhibit at InfoComm 2026, featuring...
12/06/2026
Ateme has announced that Eurovision Services is using Ateme's software-based frame-rate conversion technology for international live event workflows. The de...
12/06/2026
Bitmovin and Simplestream have announced a partnership with Xperi to simplify the launch of OTT streaming services on TiVo OS smart TVs and devices. The collabo...
12/06/2026
Net Insight has announced that a multinational technology company is deploying a...
12/06/2026
MLB Players Inc., the business arm of the MLB Players Association, has announced a partnership with Athletes First to develop and sell brand partnerships across...
12/06/2026
Guntermann and Drunck (G&D) and VuWall have announced the CommandKeyboard-Advanc...
12/06/2026
Comcast Smart Solutions announces a new smart technology deployment with Major L...
12/06/2026
Elevation Worship completed the initial leg of its Elevation Nights 2026 tour ...
12/06/2026
AJA Video Systems has announced KONA IP25 support for Colorfront Transkoder and ...
12/06/2026
Audinate Group Limited (ASX: AD8) will exhibit at InfoComm 2026 (Booth C7321, Ce...
12/06/2026
Pac-12 Commissioner Teresa Gould has announced the appointment of Scott Adametz as Chief Technology Officer. The Pac-12 describes the hire as the first CTO appo...
12/06/2026
Grass Valley has announced AMPP Edge Live, a production system combining Grass Valley hardware, NVIDIA Blackwell GPU acceleration, and AMPP OS in a single platf...
12/06/2026
At one time a trailblazer with the launch of the Longhorn Network, the Universit...
12/06/2026
Ratings Roundup is a rundown of recent rating news and is derived from press rel...
12/06/2026
Chyron has announced PAINT 10.4, an update to its illustrated replay and sports ...
12/06/2026
SVP, Production, Mark Gross: With the new schedule, with not having every Sunday night, it has given us an opportunity to take a step back and reimagine what o...
12/06/2026
For Televisa Technical Engineering Manager Roberto N nez Ibarra and the small team of 12 technicians and two production personnel at the IBC things are already ...
12/06/2026
Simple Steps to Better Acoustics - Taming The Small Room
Most of us mix in spare rooms and small spaces, where the acoustics fight us at every turn. At Gear...
12/06/2026
Latest addition expands vintage-inspired effects palette
Meris' Ottobit pedal range draws its inspiration from vintage gaming consoles, and the latest a...
12/06/2026
Soundbox-based chamber strings series expanded
Sonora Cinematic have just announced the launch of the second instalment in their Soundbox-based chamber stri...
12/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
12/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
12/06/2026
AJA Announces KONA IP25 Integration with Colorfront Software
Brie Clayton June 12, 2026
0 Comments
Collaboration enables uncompressed SMPTE ST 2110 I/O ...
12/06/2026
URSA Cine 12K LF Used to Create Visuals for STUTS' K-Arena Concert
Brie Clayton June 12, 2026
0 Comments
Organic visuals projected on a giant scre...
12/06/2026
MTI FILM Acquires Mango New Edit, Expanding its Global Post-Production Services ...
12/06/2026
AI Point Tracking Speeds Up Complex VFX Tracks in Mocha Pro
Jessie Electa Petrov June 12, 2026
0 Comments
The 2026.5 release adds automatic point trac...
12/06/2026
Bitmovin, a provider of video streaming solutions, has partnered with Simplestream, a provider of OTT and broadcast solutions, and technology provider Xperi, to...
12/06/2026
Leostream Corporation, creator of the world-leading Leostream Remote Desktop Access Platform, today announced Jigsaw24, a leading B2B IT solutions provider wit...
12/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
12/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
12/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
12/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
12/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
12/06/2026
How Aussie indie games and screen are levelling up with IP 11 June 2026
Ari Harrison, Pro Jank Footy
Head of Games Joey Egger and Ari Harrison of Umbrella sha...
12/06/2026
AgentPerf from Artificial Analysis, the industry's first agentic AI benchmark, gives developers, enterprises and infrastructure providers a clear way to com...
As a newcomer to the tech industry, it's easy to become overwhelmed with the complexities and becoming familiar with the acronyms and tech-speak is like learning a new language. Although each day still feels like a school day, in my approach as a marketer, when communicating the technical aspects such as object storage, workflow integrations, cloud vs. on-prem, and egress fees, the technical aspect, as well as the benefits and features, has to be communicated with our target audience in such a way that is understandable, relatable, and that it solves their problem.
