Disrupting Tech Marketing Strategies by ‘The Differentiator’: Technologent’s Heather Gonzalez

When the COVID-19 pandemic hit, the marketing and communications worlds radically disrupted—many B2B companies were forced to make an immediate change to digital marketing to survive.

Technology and communication are not synonyms. Technology serves as the means of communications. Communication is the successful transmission or sharing of ideas or emotions.

A Nextiva report showed that 33 percent of businesses lost a customer in 2020 due to a communications issue, up from 25 percent of businesses in 2016. (1,2) When the COVID-19 pandemic hit, the marketing and communications worlds radically disrupted—many B2B companies were forced to make an immediate change to digital marketing to survive. But with so many moving over to digital, those channels would become quickly saturated, and switching over was not an instantaneous proposition. So how did a half-a-billion-dollar tech company pivot all its conferences and in-person tradeshows to online comms and boost their success during COVID, higher than it had in the 20-plus year history of the company?

Enter Differentiator Heather Gonzalez, Vice President of Global Communications and Strategic Alliances for Technologent—who elaborates to Karla Jo Helms, host of the Disruption Interruption podcast—that by speaking the “language” of your tech clients along powerful public opinion channels, rather than “speeds and feeds” on advertising channels, tech companies can overcome the marketing fallout from COVID-19.

After working with organizations that would only talk to customers in terms of product features and benefits, Heather said THAT’S IT—I’M DONE WITH THE STATUS QUO—and transformed her company’s communication strategy. She implemented the communication formula: situation, impact, and resolution – and gave her team the means to show clients the value realization in their services.

Heather Gonzalez explains how:

1. Technology and communication are not synonyms. Technology serves as the means of communications. Communication is the successful transmission or sharing of ideas or emotions.
2. Organizations have lost the notion that communication works in two directions. They no longer ask what keeps clients awake at night (e.g., product rollouts, offerings, and solutions).
3. The best communication uses the formula of situation, impact, and resolution. Impact played an important part but is often disregarded.
4. Not all clients should be expected to be familiar with all technical terms. When working with clients explain concepts in a basic way that they can understand – and they will then have the value realization.
5. PR ignites the fire and marketing stokes the flames.
6. When tech companies communicate with their employees, they will often forget the human element; making a connection as a person is particularly important and should not be neglected.

Disruption Interruption is the podcast where you’ll hear from today’s biggest Industry Disruptors. Learn what motivated them to bring about change and how they overcome opposition to adoption.

Disruption Interruption can be listened to via the Podbean app, and is available on Apple’s App Store and Google Play.

About Disruption Interruption:
Disruption is happening on an unprecedented scale, impacting all manner of industries— MedTech, Finance, IT, eCommerce, shipping and logistics, and more—and COVID has moved their timelines up a full decade or more. But WHO are these disruptors and when did they say, “THAT’S IT! I’VE HAD IT!”? Time to Disrupt and Interrupt with host Karla Jo “KJ” Helms, veteran communications disruptor. KJ interviews bad a**es who are disrupting their industries and altering economic networks that have become antiquated with an establishment resistant to progress. She delves into uncovering secrets from industry rebels and quiet revolutionaries that uncover common traits—and not-so-common—that are changing our economic markets… and lives. Visit the world’s key pioneers that persist to success, despite arrows in their backs at http://www.disruptioninterruption.com.

About Karla Jo Helms:
Karla Jo Helms is the Chief Evangelist and Anti-PR(TM) Strategist for JOTO PR Disruptors(TM).
Karla Jo learned firsthand how unforgiving business can be when millions of dollars are on the line—and how the control of public opinion often determines whether one company is happily chosen, or another is brutally rejected. Being an alumni of crisis management, Karla Jo has worked with litigation attorneys, private investigators and the media to help restore companies of goodwill back into the good graces of public opinion—Karla Jo operates on the ethic of getting it right the first time, not relying on second chances and doing what it takes to excel. Helms speaks globally on public relations, how the PR industry itself has lost its way and how, in the right hands, corporations can harness the power of Anti-PR to drive markets and impact market perception.

About Technologent:
Technologent is a Global Provider of Edge-to-EdgeTM Information Technology Solutions and Services for Fortune 1000 companies. They help companies outpace the new digital economy by creating IT environments that are fast, flexible, efficient, transparent and secure. Without these characteristics, companies will miss the opportunity to optimally scale. Technologent mobilizes the power of technology to turn vision into reality, enabling a focus on driving innovation, increasing productivity and outperforming the market. Visit http://www.technologent.com.

1.    Schneider, Michael. “Costs of Poor Communication Reach $37 Billion. Avoid Disconnects By Implementing These 2 Things.” Inc., 11 July 2018, inc.com/michael-schneider/the-extrovert-vs-introvert-dynamic-could-be-costing-your-organization-millions-heres-how-to-bridge-communication-gap.html.
2.    Boudinet, Jeremy. “Nextiva’s State of Business Communication Report Reveals Pivotal Trends in 2020.” Nextiva, retrieved 09 September 2021, nextiva.com/blog/business-communication-report-2020.html.

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