Yet surprisingly, much of the marketing communications for industrial and technical products continues to lack the necessary clarity, believability, and persuassiveness required to effectively impact buying and specifying decisions.

I say 'surprisingly' because so much technical marketing is no more
effective today than when I first began creating B-to-B advertising.

The Carazo Communications team has been creating highly-effective business-to-business marketing communications, branding, and advertising for over 20 years for technical, industrial, medical, and pharmaceutical companies.

While our marketing and advertising work has won many awards for creative marketing excellence, it's far more important that it's proven to be highly effective... in educating prospects, motivating customers, establishing brands, winning loyalty, and increasing sales!

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There are two primary reasons for this:

1) The innate complexity of many B-to-B product offerings together with
the inability of many technical marketers to simplify that complexity into a precise, easily-understood benefits message;

2) Many marketers simply don't understand that there are fundamental
strategic differences between business-to-business and consumer marketing that require a different approach to effectively sell a technical audience.

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In order to successfully market technical products or services to professional customers, your entire marketing effort should speak directly and clearly to two points:

When a marketer clearly and convincingly communicates, "I have the cure for what ails you!", prospects will start to take notice, request product information, or reference tools and product samples.

And after you've addressed their worries and concerns, satisfactorily, they will be far more likely to become specifiers, buyers, or users of your 'solutions.'

To trigger this positive response, it's absolutely critcal to have sales tools and marketing materials that present a clear, easily-understood message regarding the benefits delivered by your product, to both the
company as well as the responsible person.

That message needs to be focused on solutions for the specific problems that keep your prospect sleepless in Seattle, anxious in Arlington, or worried in Wilmington. Too many technical B-to-B marketers miss this point entirely!

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The scope of our experience includes having been responsible for the marketing message for Cooper Wiring Devices, a US$300 million marketer of electrical products, as well as having directed global marketing communications for Sulzer Metco, a Swiss technology company that markets engineered industrial coatings.

As a corporate marketing manager for these two mid-market companies, I developed the strategies and created the high-impact sales tools and communications that built two strong technical brand identities.

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We've marketed many different B-to-B products, and are experts at sifting through the test results, engineering specs, or clinical data to uncover the nuggets of marketing gold that help position your message for memorable results.

For clients that require turnkey outsource services, we can deliver nearly any marketing or sales project support desired, be it strategic, tactical, or a combination of both.

We can produce complete programs to capture publicity, drive traffic,
define a company, introduce or position a brand, distribute promotions,
present products, survey customers, fulfill deliverables, place media, or build multimedia tools and websites.

We also frequently develop creative concepts and product positioning, or write promotional copy for clients who have their own internal or external graphic design or production capabilities.

Whatever our clients require, we can be counted on for outstanding,
high-impact results-driven solutions delivered on-time and within budget.

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Increase the effectivness of your sales tools.

Call Carazo Communications for a free Sales Tool Evaluation!