Marketing is all about bridging the gap between brands and customers. Easy right?
Not so much.
Especially in industries like science, technology, and healthcare, technical experts truly think and talk differently than their target customers. They have different priorities, and they can approach the same ideas from very different angles.
| Technical Experts Care More About… | Customers Care More About… |
| Solutions | Problems |
| Processes | People |
| Details | Direction |
Brands often assume everyone is on the same page when they’re not even close. When that happens, marketing falls flat.
At Blue Griffin, we’ve spent the last ten years learning how to engage technical subject matter experts (SMEs) and bridge that gap between brands and customers.
Here are three key differences I’ve discovered and some strategies for marketers to connect the dots.
1. Lead with the problem
SMEs tend to focus on solutions; customers care about their problems.
That should be a match made in heaven, right? Only if you connect the dots.
Brands and SMEs can talk at length about “innovative solutions,” cutting-edge technology, and awesome widgets! … but that can leave customers feeling unheard.
Problems drive purchasing decisions, not solutions. Customers only value a solution once they clearly understand how it solves their problem.
Don’t put the cart before the horse.
Give your customers confidence by clearly reflecting their problems on your website or marketing materials. Lead with the problems, then talk about how you’re going to fix them.
Key Questions:
- What specific problem do you solve?
- What does the problem look like?
- What happens if the problem isn’t handled correctly?
- How will people know when they should come to you?
2. Define the relationship
Once you’ve established the problem, it’s time to position yourself as the guide, but that’s easier said than done.
Over the years I’ve talked to lots of incredibly smart Ph.D.s, researchers, and even NASA scientists. You’d think all that literal rocket science would go to their heads, but I’ve been pleasantly surprised. Many technical SMEs are humble; they’re helpers; they’re problem solvers. They often care more about their field of study than themselves. They can be introverted and relatively quiet; not loud and pushy. (Clearly I’m generalizing here.)
Don’t get me wrong—this is amazing! But sometimes, they can stand to learn a thing or two from those upstart start-ups (who, ironically, may be operating without a degree at all).
Whether you’re a rocket scientist or an accountant, embrace your expertise. Display confidence in yourself so your customers can have confidence too. Show them why you’re qualified to help them. Show them empathy—that you understand where they’re coming from.
It’s not arrogance. It’s still all about the customer. They need an expert to help them, and that expert is you. Own it.
Key Questions:
- Why should people trust you to solve their problems?
- How/when have you helped others solve similar problems?
- Have you yourself faced these kinds of problems before?
- What do you like about helping people through these problems?
3. The devil is in the details
Ok, we’ve all experienced this one. SMEs love details! They live for micrometers, nanoseconds, and fractions of a percent. But all those details can overwhelm and confuse potential customers.
Customers care more about direction than details. Details are fine, but… “Where is all this going?”
Processes are great but… “Will they get me results?”
Before you get bogged down in the details, make sure to establish the big-picture narrative of how you’re going to help the customer move from A to B—from problem to solution. Follow through, painting a picture of success and what life looks like after you work your magic.
There’s certainly a place for details, but those deeper conversations come only after everyone gets on the same page. Once you’ve established trust and connection, your customers will naturally start asking how you’re going to make things happen.
Key Questions:
- What does a successful solution look like?
- What results can people expect?
- How long does it take and what are the milestones along the way?
- How does someone get started?
Finding common ground
I’m always thinking about these factors when I’m working on a strategy or doing an interview with an SME. I ask strategic questions to help pivot the conversation to match the customer’s point of view.
Those experts educate me about hydrogen technology, medicine, or cybersecurity, and in turn, I get to educate them about their customers.
Reconciling these differences isn’t about changing what our clients do; it’s about shifting the perspective. It’s about finding the common ground that’s already there.
You shouldn’t have to shout at each other from across a ravine. It’s confusing and ineffective. Instead, you can step up alongside your customer and confidently say, “Hey, I can help you get across.”
What would you add to this topic? Comment on this article on LinkedIn.
About the Author
Lucas Forsythe
As the Principal of Blue Griffin Marketing, Lucas takes a hands-on approach to content collection and creation. He loves digging into complex subject matter to create engaging, effective marketing materials.