Writing, reviewing or updating technical marketing and sales materials

Technical marketing is usually written by a combination of a product owner and representatives of the sales and/or marketing teams. In other words, by people who know your product or service inside out.

But these documents must be immediately understandable to your target audience, and must speak to their needs and desires. You must show clearly, quickly and concisely that you can address their pain points and then follow up with sufficient data to give them confidence in your claims. Deeper technical  details can follow later, in sales materials, once your marketing has enticed a prospect to open discussions with you.

It can be difficult for people who live and breathe your products and services every day to put themselves in the place of your targets and see where your documents are too complex, too confusing, or simply don't explain feature descriptions as solutions to real-world problems.

It's therefore often very useful for somebody outside your organization, but with an extensive knowledge of the industry that you're working in,  to review your technical marketing materials, to help you to clarify your unique strengths and set out how your solutions will benefit potential customers.

Martin has produced white papers, FAQs, product brochures, best practice guides and blog posts. As an example, he was key to creating and delivering the “Full Speed Ahead” guide by Global Graphics Software, providing guidance on creation of efficient PDF files for variable data printing.

He has also written magazine articles, contributed to a number of books and created several videos, such as this one explaining the basic of variable data printing.

And he’s spoken at dozens of conferences, including Seybold, XPlor, IMI, TheIJC, FESPA etc, on subjects such as PDF, variable data printing and what software can do to assist with cost-effective print quality improvements.