About Us

The term “high-tech” is commonly associated with the electronics, IT, consumer telecommunications or B2C (Business to Consumer) sectors.

Nonetheless, there is another, exciting, lesser-known but broader high-tech sector that is socially useful and creates many jobs: professional high-tech or B2B/B2G high-tech (Business to Business / Business to Government).

The Technology Marketing Academy blog was created early 2023 by a group of consultants and trainers who have been collaborating with the largest B2B/B2G high-tech companies in France and internationally for the last decade  and have taught at several prestigious business schools.

The blog’s goal is to gather players in the professional high-tech industry around the concept of “technical excellence and profitable business”. It contains articles, testimonies and exchanges and is coordinated by Valérie BERTHEAU, VP Products at Thales group (industry Defense and Space) and President, 3AED-IHEDN and Michel PERRIN who taught technology marketing and digital marketing at the Executive Education of HEC Paris for nearly 10 years.

The blog’s advisory committee is composed of managers from companies or the B2B/B2G high-tech ecosystem, ensuring that the topics addressed are relevant to real-world company concerns.

The B2B/B2G high-tech industry is a fascinating world bringing together  technological excellence from French, European and global industry in many sectors of activity which significantly contributes to employment. However, it is often overshaowed by the consumer world’s big brands, even though we use its products daily.

Furthermore, numerous publications on strategy and marketing are consumer-oriented, often neglecting the needs of engineers and other B2B/B2G professionals who face their unique issues.

At Technology Marketing Academy, because we love technology and even more so business success in the technical world, we wanted to provide a space for exchanges and reflection on the product/market/competition aspects of succeeding in technology markets.

Of course, B2B/B2G companies have known for a long time how to conduct profitable business and some of them have succeeded brilliantly. However, years of practice and discussion with them have shown us that there are often interesting improvements to be made in the area of product/market/customer success in the face of competition.

This blog explores these improvements in a structured way through major themes and serves as a reference and meeting place for business and marketing experts in technology.

It is a constantly evolving platform, so enjoy browsing and above all, contribute with new articles, comments, opinions, company illustrations, testimonials, and your own experience!