Insights, Ideas, and Strategies for Tech Communication & Storytelling
Product positioning vs brand positioning: A strategic guide for Pro AV marketers
Brand positioning is your company’s reputation built over years—what integrators say about you when you’re not in the room. Product positioning is tactical—how you compete for specific specs against alternatives. Most Pro AV marketing problems stem from confusing the two. This guide shows you how to build product positioning that wins deals and brand positioning that lasts, with practical advice on avoiding common pitfalls like generic claims and trying to be everything to everyone.
How to coordinate brand messaging across global markets
In this blog post, we outline how to coordinate brand messaging across global markets without sacrificing consistency or local relevance. It covers defining your brand’s non-negotiables, building organizational structures that enable both alignment and autonomy, creating adaptable messaging frameworks, implementing governance that doesn’t slow teams down, and measuring what matters across markets.
Strategic communication in B2B tech
B2B technology companies fall into two traps: drowning buyers in technical specs only engineers understand, or producing generic content that fails to differentiate. This post explores why Pro AV, Broadcast AV, and Language AI companies struggle to communicate value—and introduces a four-pillar framework for strategic communication that translates technical innovation into narratives that resonate with different audiences, leverage the right channels, and enable partners to effectively sell your differentiation.
5 content marketing trends B2B tech companies can’t ignore in 2026
B2B tech content marketing in 2026 requires balancing AI capabilities with human expertise. Five critical trends are shaping success: optimizing for AI-driven discovery, establishing authentic thought leadership, implementing hyper-personalized account-based strategies, building integrated distribution across LinkedIn, email, and owned media, and measuring real business outcomes over vanity metrics. Companies mastering these trends will outperform competitors focused solely on content volume.
What is Developer Relations (DevRel)?
Developer Relations (DevRel) is the practice of building relationships between a company and its developer community through technical expertise, education, and advocacy. Unlike marketing or sales, DevRel focuses on helping developers succeed with your product while bringing their feedback back to improve it. This article explains what DevRel professionals do, how the function differs from developer marketing and product marketing, and when companies should invest in dedicated developer relations.
How to market to developers: 7 strategies that actually work
Marketing to developers requires a different approach than traditional or product marketing. Developers, especially those in complex industries, evaluate tools based on technical merit, not marketing promises. This guide covers seven essential strategies for demonstrating competence and building trust through technical credibility, not persuasion.
Strategic communication in a multilingual world: AI-powered translation for live events
Live events are central to modern communication strategies, but language barriers have always forced difficult trade-offs between reach and budget. AI-powered translation technologies—from real-time captioning to voice cloning—are changing this calculus. Organizations can now deliver multilingual experiences at scale without traditional interpretation costs. While AI can’t replace human expertise for high-stakes communications, strategic communicators who deploy it effectively will gain significant advantages in engaging global audiences.
What comes first: Product story or Brand story?
In engineering-driven B2B tech companies, early success comes from product excellence—but global growth requires a compelling brand story. Drawing on examples from Nvidia and Intel, this article explains why sequencing product and brand is critical, how to know when to shift, and what leaders should ask to turn technical credibility into lasting market impact.
Planning 2026 marketing? Don’t forget your tech story
As you finalize your 2026 marketing plans, don’t overlook your technology story. With increasing buyer sophistication, AI noise, and complex technical landscapes, clear tech storytelling has become a strategic necessity. This article explores why 2026 is different, what gets lost without strong technical narratives, and provides a practical checklist for integrating tech storytelling into your marketing strategy.
Why prospects don’t care about your product features (And what actually makes them buy)
Your technical product is brilliant, but prospects aren't buying. The problem isn’t your features—it’s that you’re speaking the wrong language. Learn why technical teams fall into the “feature trap,” how to translate capabilities into business outcomes, and the narrative framework that bridges technical excellence with customer transformation.
Engagement theater: Why B2B tech companies create content that feels good but does nothing
B2B tech companies waste resources on “engaging” content that generates impressive metrics but fails to influence buying decisions. In complex enterprise sales, engagement theater—videos, infographics, quizzes—distracts from creating the substantive technical content buyers actually need: comprehensive documentation, working code examples, and detailed implementation guides. The most important B2B content rarely goes viral, but it helps qualified buyers make confident decisions faster.
The language technology differentiation problem no one wants to admit
Every language tech platform offers the same capabilities. Sophisticated buyers know it. Content marketing won't fix it. So how do you actually differentiate when your technology is commoditized? This article tackles the uncomfortable truth about language tech differentiation—and offers a strategic path forward that goes beyond features and thought leadership.
Breaking down silos: Why social media and PR must unite for maximum brand impact
This post explores why social media and PR must work as one to maximize brand impact. Operating in silos leads to fragmented messaging, duplicated work, and missed opportunities. By integrating strategy, reporting, and KPIs, brands achieve stronger consistency, faster response times, and greater amplification. The post also outlines how to implement integration and the competitive advantage it creates.
What your competitors’ content strategy reveals about global market opportunities
Traditional competitive analysis focuses on features and pricing, but content performance analysis reveals how competitors position themselves and what messages resonate in each market. This intelligence helps PMMs identify positioning opportunities and develop differentiated messaging strategies across regions.
Retention starts with localization in B2B tech
This article explores why localization is more than a translation exercise for B2B tech companies—it’s a strategic driver of retention, adoption, and customer advocacy. By embedding cultural intelligence into customer success, learning, UX, and community-building, companies can create competitive advantages that competitors can’t easily replicate.