Data, Innovation, Customer Focus:
The Keys to Tech Marketing

Marketing Advantage: A Tech Leader's View on Bristol's Rise

Jayne Pooley

Bristol's tech scene is buzzing with potential.
 Jayne PooleyHaving spent over 25 years navigating the ever-evolving world of technology, I've witnessed countless innovations emerge, from the dawn of SaaS platforms in the early 2000s to the mind-bending possibilities of virtual reality (VR) and augmented reality (AR). This journey has instilled in me a deep appreciation for the power of technology, not just as a collection of features but as a transformative tool that can empower and enrich lives.
Modern notebook computer with future technology media symbols

 

My Tech Toolbox: A Multifaceted Approach

My background spans diverse technologies, each offering unique solutions across various industries. Take NFC (Near Field Communication), for example. I've seen its potential to revolutionise everything from secure mobile payments in Telco to streamlined logistics in retail. But technology thrives on integration. VR and AR, once confined to science fiction, are now creating immersive shopping experiences, allowing customers to virtually "try on" clothes or "walk through" a new home – all from the comfort of their couch. This isn't just about novelty; it's about harnessing these technologies to drive deeper customer engagement and sales. 

For example, a Shaping Business article highlights that 'buyers want to know the value, not just features' – a principle I successfully applied at Kantar when we simplified value propositions to cut through the noise and increase customer engagement. 

Speaking of engagement, fostering safe online environments is ever more paramount in this interconnected world. During my time developing cyberbullying programs and working within cybersecurity as well as spearheading SaaS platform transformations, I began to fully understand the importance of businesses leveraging data for secure transactions and customer insights. This focus on security and data-driven insights translates seamlessly to understanding the challenges and opportunities in the B2B cybersecurity landscape.

The Internet of Things (IoT) is no longer a futuristic concept; it's the very fabric of our connected world. The seamless integration of NFC payments, VR experiences, cybersecurity protocols, and even childhood cyberbullying programs forms a complex ecosystem that demands a holistic marketing approach.

Understanding Technology Means Understanding People

This vast technological landscape might seem overwhelming, but the core principle remains constant: CEOs and founders should prioritize deeply understanding their customers' pain points. This is the foundation for any successful tech product or service. 90% of tech start-ups fail , often due to marketing missteps that neglect this vital piece.
This means dissecting not just the "what" of a technology (its features) but the "why" and "how" (its purpose and impact). A recent Bristol Tech Report aptly stated, "The most successful tech companies prioritise solving real-world problems, not just creating cool gadgets."
In my experience it's about translating technical jargon into tangible benefits that resonate with the target audience. Being able to craft compelling narratives around the user experience, emphasising the technology and how it empowers and protects the user is a much-needed skill within these kinds of businesses.
This customer-centric approach enables the business to thoroughly grasp a tech business's product's essence and refine its Go-To-Market (GTM) plans and value propositions. It's about ensuring the company speaks directly to the right audience and builds a growth trajectory that resonates and drives success.

Bristol’s Tech Advantage: Collaboration and Vision

While I wholeheartedly agree with a recent TechCrunch article that praises Bristol's collaborative and supportive ecosystem – One area where Bristol's tech scene can further capitalise on is embracing the power of storytelling. This strategy can significantly amplify the impact of marketing efforts, as Mar-com noted. At its core, technology is about human connection… "a breeding ground for innovation fuelled by a vibrant start-up scene and established players working together" – there's always room for improvement.
Technology, at its core, is about human connection. By weaving compelling narratives around the "why" behind their innovations, Bristol tech companies can capture the public imagination and differentiate themselves in the marketplace.

The Future is Now – Let’s Seize It Together

With its unique blend of innovation, by harnessing the right marketing strategies, including data-driven insights, Bristol's tech companies can captivate audiences, solve real-world problems, and leave their mark on the global landscape through collaboration, and a commitment to social good, Bristol's tech scene is poised for extraordinary success. However, achieving this success requires a deep understanding of technology, and in my experience, CEOs who leverage data-driven marketing strategies consistently see greater ROI and outperform the competition.
Don't underestimate the power of turning data into actionable insights not just as a collection of gadgets but as a powerful tool for positive change. By harnessing the right marketing strategies.
If you need help, then let's get together and discuss how to transform your tech company's marketing into a growth engine.

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