Manufacturing or highly technical products are not always easy to explain, especially new innovations, which is why, more than ever, technical and marketing teams should work together.

Marketers in manufacturing and technical services face the challenge of providing a structure in which the technical, brand and sales teams work harmoniously together.

Technical understand the product, its function, and the engineering behind it, but we also have to understand the customer’ needs and how they are going to use the product to make it appealing to them.

If marketing is involved in product development from the outset, matching market to product takes place during the build phase, and then grows, seeking out the right messages, language, and design so that you can tell people what your products do most effectively. Marketing is about testing what works and this can be done in the development stages.

Equally, information that is communicated across any channel is derived from technical information. It’s the specialists in your team that will know what information specialists in the market will want. Which is why it is so important that these disciplines work hand-in-hand.

We are in the age of content marketing, which can be defined as:

“..a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”


Delivering the above starts with product development and the technical team. Having the marketing team involved with the technical team from the outset gives them greater access to wider product knowledge, enabling them to feed relevant, useful content to the market. At the same time, the marketing team can feed back useful information about the customer, how they are using the product and where, so that it can be used during development or in future product improvement and development.

Karen Selby – Forty49