Technology is of course at the heart of all B2B/B2G high-tech companies. Continously innovating and developing competitive products is imperative to stay ahead of the competition and ensure business sustainability.Â
But technology alone cannot guarantee profitability. This is where technology, cost competitiveness and (strategic) marketing come into play, working in tandem to create successful product, service, system and solution offerings in technology markets.
If we roughly define technology as “everything that is the responsibility of the engineer”, cost-competitiveness as “everything that reduces the cost price” and marketing as “everything that is the responsibility of adaptation to the market and to the customers”, it is clear that each of the three elements cannot exist without the other two. Cooperation between these three “spheres” of the company is vital, although not always straightforward due to different responsibilities, approaches and “mental wiring”. It requires cooperation and arbitration to strike the right balance.Â
The challenge is to avoid developing “products without a market” or that are too expensive due to technology, while also avoiding change, contradictory, or impossible-to-satisfy demands from the market and customers. Balancing technology, cost competitiveness and marketing is the main challenge for technology companies.
This section explores and illustrates the importance and role of technology in the B2B/B2G company, and its synergy with marketing and cost competitiveness.
Techno-marketing refers to the set of practices that lead products, services, systems or solutions with a high technological content to succeed on B2B/B2G markets.
Technology is omnipresent in the high-tech B2B/B2G company and is expressed in various ways.
The B2B/B2G technology company must combine technical excellence, competitiveness and relevance to market and customer expectations.
Marketing does not get a good press in ‘engineering companies’! Often associated with what is perceived as the excesses of mainstream marketing or the lies of advertising, the word itself is sometimes explosive.
B2B/B2G companies are also faced with the challenge of digital transformation which impacts them in different dimensions.
The Technology Marketing Academy blog has been created by a group of consultants and trainers who collaborate for more than ten years with the largest B2B/B2G High Tech companies in France and abroad. ont enseigné dans les plus grandes Business Schools. Il est coordonné par Valérie BERTHEAU, Group Product Policy VP, Thales et Présidente, 3AED-IHEDN et par Michel PERRIN qui a enseigné le marketing technologique et le marketing digital à l’Executive Education d’HEC Paris durant près de 15 ans.
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