Explaining
the meaning of Hightech B2B Marketing
to non-specialist is quite a challenge. On one hand, the naming seems to tell
the story. And the story is about marketing of high-tech products, services,
ideas, and solutions from one business to another. For marketing geeks this is
like the Captain’s Obviously statement. Hightech
B2B Marketing is a very specific area because it is at the intersection of Hightech Marketing and B2B Marketing. Marketing geeks do not
need to be additionally explained that since both Hightech Marketing and B2B
Marketing are very special types of marketing, so their intersection is even
more awesome. It requires special skills, tools, competencies, if compared, say, to FMCG marketing.
But, on the other hand, explaining all of this to non-marketing aliens is like crossing the chasm. High-tech folks are skeptical about marketing. They believe that a good product sells itself. They think that marketing is naive and simple.
That's why high-tech geeks are rare guests at high-tech marketing forums. Hence high-tech marketers are closed in their own communities, and outsiders rarely bother to join them.
So maybe the High-tech B2B Marketing story is told from the wrong side?
