It may not be sexy but good old marketing collateral is still key to selling technology in B2B

B2B customers want to see it in writing. Give them what they want.

B2B technology copywriting isn't the sexiest writing on the planet. IT pros may like slick car commercials and action movies on their own time, but when they're researching new technologies and products they want to know reads and speeds. They like to read about how something works, why it works, and what it will do for them.

And the executive suite wants to read too -- they want you to tell them why a technology matters to their bottom line. Coolness, schmoolness -- will a technology product profit the company and thereby justify their executive salary? It had better.

What kind of marketing collateral are we talking about?

There are lots of different kinds out there and all of them will work in given circumstances. Strictly speaking they're a combination of marketing and PR, but they're closely related and work together to get the message out to customers and the press. I call them Core Collateral, because they are proven ways to:

• Increase your market reach
• Strengthen your brand
• Improve your reputation
• Make friends with the media
• Gain more qualified leads
• Close more sales

• White papers sell and sell and sell again -- not just in the IT ranks but also in the executive suite.
• Bylined articles extend your reach into the marketplace, garner immediate respect and attention, and endear you to editors
• Case studies convince your prospects that your company is just the one for the job.

There's a reason that the big dogs in technology spend a whole lot of money writing these things. That's because white papers, bylined articles, and case studies are the core collateral that reach and convince thousands of qualified prospects.

Introducing Core Copywriting: Marketing Collateral for the High-Tech Vendor

Core Copywriting includes white papers, case studies, press releases and bylined articles that work together to prove to your customer that you are the best choice they could make. Core Collateral strengthens your marketing results, moves more prospects up the sales cycle, and provides a strong return on investment.

"How can bylined articles help me?"
Over 90% of engineers report that trade magazines are their number one source for getting information about suppliers. Read more...

"How can white papers help me?"
79% of IT professionals read white papers to learn about new technologies, 73% of them consider white papers very valuable for keeping up-to-date on the latest trends, and 62% use white papers to get information on actual implementations. Read more...

"How can case studies help me?"
Next to white papers, customer success stories or case studies are the most popular tool in the technical marketer's toolkit. That's because it's one of the most powerful tools available to your sales force. Read more...

As a marketer or PR pro you can probably write these yourself. But in these days of shrinking staff and boutique agencies, is this the best use of your time?

Probably not!

But it is Christine's.

Contact Christine today to add bylined articles, white papers and case studies to your marketing arsenal!