Episode 27
Translating Engineer-Speak into Marketing Messages with Lindsey Dinneen
Aired On: October 1, 2024
Translating “engineer-speak” into marketing messages can get tricky when marketers don’t have the depth of knowledge around the technical aspects of the project. Lindsey Dinneen, a fractional CMO and former brand engagement manager at Velentium, joins our hosts Michael Roberts and Ashley Hohensee to discuss how marketers can work with engineers and expand their own knowledge to craft the right message for the right audience.
Resources
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In this Episode
- 01:17 Collaboration in Translating Engineering Terminology
- 02:34 Translating Technical Jargon for a Wider Audience
- 05:17 Increasing Understanding of the Medtech Industry
- 18:37 The Importance of Clear Value Propositions, Thought Leadership, and Storytelling
Quotes From This Episode
In marketing, translating those marketing messages, it’s really important to have a really strong collaboration between the engineers, scientists, inventors, and the marketing and salespeople, because we need, as marketers and salespeople to understand the technical aspects well enough to translate them to normal people talk.
Lindsey Dinneen
Sometimes the marketers and the salespeople are there to get the word out as quickly as possible, and we need to make sure that we’re pausing, that the engineers and the scientists, the inventors have the same goal in mind of, we all wanna make sure that this messaging goes out because it’s so important. Otherwise, we can’t actually sell what we’ve created. Right? But at the same time, trying to align our goals to make sure that we’re hitting the right points for the right audience.
Lindsey Dinneen
Our end user needs to understand exactly why this product at this time from this company is the solution for them. There are a lot of competing inventions out there. So what makes yours different? And, again, this is a good example of the needing to resonate with your audience. So it can’t just be the engineer saying, ‘well, it’s got all these cool gadgets that no one’s ever done before.’ And you’re like, that’s great, but what does that translate to for your end user? How can that person understand what makes this difference?
Lindsey Dinneen
