Marketing Technically Complex Offerings

In this episode of Digital Marketing Answered™, CEO and Founder of Innovation Visual, Tim Butler, interviews Head of Marketing at AppCheck Ltd, Jonny Kenyon.

With 70% of the sales process happening digitally (Gartner), it’s important to create engaging content appropriate for your audience. But what approach should you consider when marketing technically complex offerings?

This episode covers:
- Why building trust with your audience is essential.
- The critical things to keep in mind when communicating complex information.
- The power of simplification.

Jonny’s bio:

Jonny Kenyon is Head of Marketing at AppCheck, a cyber-security company focused on vulnerability discovery and management. Jonny is the host of Marketing Dribble Podcast where he gets key insights from guests and shares his own learnings.

With over a decade of experience in marketing and creating content led strategies for E-commerce and B2B businesses, Jonny is here to share his insights.

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This video is part of our Digital Marketing Answered™ podcast and video series, with new episodes released every two weeks.

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Key moments in this video:

00:00 - 02:44 - Introduction to Jonny's professional background
02:45 - 05:18 - How to market something technically complex
05:19 - 07:06 - Importance of listening
07:07 - 08:33 - Process of communicating technically complex ideas
08:34 - 11:57 - Approach to content planning based on audience
11:58 – 15:20 - Focusing on touch points, trust and presence
15:21 - 17:00 - Qualifying your customers with content
17:01 - 18:51 - Marketing presence in the buyer’s journey
18:52 - 21:00 - Critical things to keep in mind when communicating complex info
21:01 - 22:30 - How to stand out while simplifying content
22:31 - 24:00 - Personalisation considerations
24:01 - 25:51 - Benefits of using AI
25:52 - 28:30 - Actionable tips you can implement now
28:31 - 30:28 – Podcast conclusion

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About Innovation Visual:
Innovation Visual’s talented team of experts work in partnership with clients to solve the digital marketing challenges and provide ‘just the expertise you need’ to transform business growth and success.

Get in touch:
💻 Visit our website ➞ https://bit.ly/3HbHnVA
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