Experiential Technical Marketing: It’s a thing!

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In the constantly evolving tech space, the need for a great user experience remains constant. Whether we are talking about the design of a product, the seamless integration of information into our lives, or technical marketing, user experience should be top of mind.

Experiential Technical Marketing

[Technical marketing is a challenge in any climate.  Sales representatives must provide great experiences while straddling the line between “too techy” and “not techy” enough. A sales representative who can talk high level and dig into the details on a moment’s notice, while maintaining a stellar user experience for every audience, is a tall order.

During the software sales process, live demos are traditionally the best route to hit these markers. Sales reps regularly stand in front of an audience and run through live scenarios, which may or may not have been defined prior to the presentation. Such an experience can give consumers an idea of what the product can do for them. But how many of these demos end with the question: “Can we get a trial installed?”

Consider wrapping the experience into a package that can guide your future customer through the solution, empowering them to make the decision on how they want the experience to progress.

The Customer Experience

Consumers crave the ability to experience what they are buying before they commit to purchase. In the technical marketing world, this could mean a leave-behind environment. Or it could mean the ability for users to log in and play with a real online demo. Free trials are great. However, there’s always a risk of a consumer getting lost in the tech or not being able to dedicate time to learning the product before the trial expires.

Consider wrapping the experience into a package that can guide your future customer through the solution, empowering them to make the decision on how they want the experience to progress.

Using crafted, self-paced, guided tours, you are putting the power in the hands of the consumer!  An experience like this serves as a “choose your own adventure” approach to software demos, allowing consumers to truly dig in and get familiar with the product before making a buying decision.

As an example of one of these types of experiences, check out this Microsoft Teams interactive demo.

The Future of Experiential Technical Marketing

Something to think about:  What could the future hold?

With AR and VR coming into mainstream marketing, you can begin to explore how consumers can have elevated experiences with solutions by stepping into an interactive, immersive experience.

In the conference world, we are already seeing a shift to VR and AR experiences on expo floors and in booths. Keep it top of mind that this technology may also be coming to the technical marketing world very soon.

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