Choosing the Right Technical Marketing Agency

Finding the Right Technical Marketing Agency

Agencies with a technical marketing focus need to stand out from competitors. They need to offer technically oriented support capabilities that enable them to effectively serve clients who manufacture technical products and provide technical services. By offering technical acumen, marketing agencies can best represent the goals of technical, industrial or manufacturing companies. These organizations will then have confidence that agency personnel will easily and effectively interact with their engineering and product management staffs.

Among the qualities you should look for when searching for the right agency to support your technical needs are:

� Technical aptitude � Technical marketing agencies should provide the technical aptitude to act as an extension of an industrial organization�s marketing efforts. A technically oriented marketing agency should be able to rapidly learn a company�s products and services, enabling it to produce accurate and informative promotional materials. This allows an organization to avoid spending countless hours explaining its product details and rewriting copy produced by less knowledgeable agencies.

� Technical staff � A marketing agency dedicated to technical marketing will have technically oriented staff members. These can include: degreed engineers, experienced technical writers and other proven technically oriented marketing professionals with product/process application expertise. These staff members will have the knowledge and experience to ask pertinent questions, easily digest intricate details and expertly craft messaging that accurately portrays a company�s products and services.

� Industry knowledge � A marketing agency staff should have the knowledge to grasp the nuances of your market and sales channels. The agency�s staff members should understand your numerous audiences � from end users to OEMs.

Other qualities that help a technical marketing agency stand out from the crowd include:

� Value-added service � Technical marketing agencies should provide value-added service to their clients by eliminating the time required to draft sales brochures, technical articles and papers, video scripts, website copy and even speeches. The agencies should act as a partner with their clients, providing value-added service by effectively and efficiently managing marketing projects or turnkey marketing efforts. This allows companies to stay focused on their businesses.

� Proven results � Agencies supporting companies which manufacture technical products and provide technical services deliver outstanding service by meeting deadlines and establishing and managing budgets effectively for their clients.

Other factors to consider when looking for the right technical marketing agency are:

� Does the agency take time to understand your business?

� Can the agency use creativity to sell your product in a way that attracts your technical audience?

� Does the agency use research when it is needed for a project? Is the agency experienced in technical media buying?

Using a technically oriented agency can provide great benefits for your business. Find the right marketing agency that stands out and will support your specific needs. Then work closely with that agency, so that it works effectively for you.

Rhonda Ryerson is a PR Specialist at TriComB2B, a Dayton B2B marketing company that focuses on technical B2B marketing campaigns.