Technical Marketing

"Our buyers are too technical for storytelling." https://melaniegoodmanlinkedinconsultant.substack.com/p/3-2m-linkedin-impressions-5-post-formats I hear this constantly in B2B tech marketing. It's one of the most expensive assumptions a team can make. The belief goes: engineers, architects, and security leaders evaluate on specs, so narrative is fluff. Give them the feature list and let the product speak for itself. But here's what actually happens in the buying room. Your technical buyer builds a business case they have to defend to a CFO who has never touched your product. They forward your content to a colleague who reads two lines before deciding whether it's worth their time. They sit through six vendor demos that all blur together by Friday. Specs don't survive that process. Story does. A narrative isn't the opposite of technical depth. It's the structure that makes depth memorable. The best technical content I've built across five enterprise tech companies never dumbed anything down. It gave the complexity a shape: here's the problem, here's why the obvious fix fails, here's what changes when you solve it correctly. Technical buyers aren't immune to story. They're just allergic to story that has nothing real underneath it. Respect their intelligence and give them a narrative worth defending, and you don't lose credibility. You earn it. If your technical content is accurate but forgettable, the gap isn't your product. It's the frame around it. Want a fresh take on your B2B content strategy? DM me and let's schedule a 30-minute consultation—I'll show you 3 things you can improve this week. #B2BMarketing #ContentStrategy …more

Jensen Huang gave the AI buildout its cleanest definition yet: "We now need a new type of infrastructure — an AI factory. Energy comes in; intelligence comes out." His math is the part worth sitting with. Out of a $100 trillion economy, roughly $15 trillion is work that would benefit from more intelligence. Every company will tap into it. That's the real reason data centers are going up everywhere — not hype, but demand for a raw material almost every business now wants. Here's the shift for those of us marketing complex technical products. For years we sold intelligence as a scarce, premium thing. Something you bought carefully, deployed slowly, and defended in the budget. Huang is describing a world where intelligence behaves more like electricity — a utility you plug into, metered and abundant. When the input gets commoditized, the story can't be "we have the smart thing." Everyone will have the smart thing. The differentiation moves to judgment: what problem you point that intelligence at, how well you understand the human on the other end of it, and whether you can explain — in plain language — why it matters to their work this quarter. The factory produces intelligence. It doesn't decide what's worth building. That part is still ours. Want a fresh take on your B2B content strategy? DM me and let's schedule a 30-minute consultation — I'll show you 3 things you can improve this week. #B2BMarketing #AIStrategy …more

The most underrated skill in B2B marketing isn't writing. It's listening. I've spent years marketing complex technical products across five enterprise tech companies, and the pattern holds every time: the best messaging I ever shipped didn't start in a doc. It started in a conversation I almost didn't slow down enough to have. A support engineer describing the call they dread. A customer explaining, in their own words, the moment your product stopped being "a tool" and started being "the reason I slept last night." That language is gold. And most of us walk right past it because we're in a hurry to produce. In the Army, we were taught that you never brief a mission you don't understand from the ground up. You listen first—to the terrain, to the people who've walked it, to what's actually at stake. Then you speak. The order lands because it's rooted in reality, not assumption. Marketing complex products works the same way. Curiosity isn't a soft skill here. It's the discipline that separates content people scroll past from content people feel seen by. So before you write the next campaign, try this: have one real conversation with someone who lives your customer's problem. Don't pitch. Just listen. You'll leave with a sentence better than anything a blank page could give you. The teams pulling ahead aren't the loudest. They're the most curious. Want a fresh take on your B2B content strategy? DM me and let's schedule a 30-minute consultation—I'll show you 3 things you can improve this week. #B2BMarketing #ContentStrategy https://www.generativeaipub.com/p/the-urgent-call-for-ai-slowdown-has …more

Most B2B tech marketers hit a ceiling. Not from lack of effort. From optimizing the wrong variables. I've seen this across five enterprise tech companies. A team will grind for months on a content strategy that isn't working. More blog posts. More social activity. More webinars. The output increases, but the results stay flat. The problem isn't execution. It's what they're measuring. Three variables I see teams optimize that rarely move the needle: Content volume instead of resonance. Publishing 20 generic pieces won't outperform 5 that genuinely address the technical skepticism your audience brings to every vendor conversation. When you're marketing to people who evaluate infrastructure decisions or security platforms, they can smell surface-level content immediately. Optimize for depth and credibility, not frequency. Channel spread instead of concentration. I watched a marketing team stretch across seven platforms because a framework told them to be everywhere. Their audience was almost entirely on LinkedIn and in niche technical communities. When they pulled back and focused, engagement doubled in six weeks. Your audience isn't everywhere. Find where they actually pay attention and go deep there. Simplification instead of respect for intelligence. The instinct in B2B tech is to make everything simple. But your buyers are smart. They want to understand how your product works, not just what it does. The best content I've built didn't dumb things down. It made complexity clear and connected it to business outcomes they cared about. When I work with teams stuck at this ceiling, the shift isn't about doing more. It's about reframing what success looks like and aligning effort with variables that actually matter. If your content strategy feels like pushing a boulder uphill, I'm offering 30-minute strategy consultations where I'll review your current approach and give you three actionable improvements you can implement this week. DM me and we'll schedule it. https://www.contrarianthinking.co/newsletter-articles/youre-asking-the-wrong-question …more