The reason most IT marketing puts features out in front, instead of benefits, is that marketers got in the habit of pitching to geeks. That audience craves obscurity. Imagine what would happen if the business people knew what all those BI tools did!
That’s not my observation. I heard it from a VP of business development in the exhibition hall at TDWI conference in Las Vegas earlier this year. (I just came across the conversation in my notes.) You may not be surprised that his company is absolutely post-geek.
He thinks that era is passing. A younger audience is upon us that grew up on data. They don’t put up with the old work-behind-the-curtain stuff.
Related posts:
- A word from the marketing-crimes division
- Brutally amazing: how not to pitch analytics
- More BI writers need “Made to Stick”
- Counting flies and typos to find ROI
- Pay no attention to that little product behind the jargon
