Avoid the Buzzwords, Connect with More Buyers

The pace of technology advances can seem relentless. To reach the right IT buyers, you have to make sure your product or service is as good as it gets, with the latest features and functionality available. However, even when you have the best product or service on the market, it can be easy to fall into the trap of using buzzwords that muddle your message.

Take, for instance, the terms artificial intelligence (AI) and machine learning (ML). A quick search for “AI in technology” yields hundreds of definitions from hundreds of sources. That’s because AI is used in technology in many ways.

Some companies use AI to make their offering more user-friendly or faster, while others have AI as a core component to make decisions without human intervention.

Machine learning, meanwhile, is easier to describe: With machine learning, systems become smarter and make better decisions as they perform tasks, relying on historical data. ML systems “learn” much like humans.

While these two technologies are very similar in nature — indeed, ML is a subset of AI — they are not the same. Yet very often the terms are combined or used interchangeably.

When your target users are technologists who understand the difference between AI and ML, it’s important that your technology is labeled and represented correctly. You don’t want to turn off potential customers by inadvertently causing confusion or misrepresenting your offering’s capabilities.

Also important is knowing how to reach those tech-savvy users, and that includes “talking the talk” when it comes to marketing and lead generation. Being able to speak in the vernacular of data scientists, developers, infrastructure technologists or SecOps professionals, for example, can help you connect with them faster and help them understand how your technology can benefit them. And that’s where Activate can play a pivotal role in your lead generation campaigns.

Activate’s many programs are centered around understanding users’ pain points and creating avenues to connect with them to solve those issues. Activate’s team of content and program professionals have a background in technology and possess a level of knowledge that is unique in the marketing space. We don’t rely on buzzwords to gain attention.

If you’re looking to reach the right audience for your lead generation campaign, get in contact with us here.