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TECHNICAL MARKETING
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A field manual for the discipline
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ISSN 3143-6412 · Anno MMXXVI
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Hi {{first_name}},
Two practitioners. Two hard-earned arguments. Nothing borrowed from a vendor deck.
You subscribed to read people who've actually done the work, not marketers repackaging someone else's framework. Volume 02 is exactly that. Practitioner-written. Primary-sourced. Built to be used, not just read.
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No vendor spin. No AI filler. Every claim sourced to a named practitioner.
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Practitioner Interview
Any Questions So Far?
A candid conversation with Peter Cohan, author of Great Demo!, now in its third edition, and founder of The Second Derivative. He built the Discovery Tools® business at Symyx Technologies from an empty spreadsheet into a thirty million dollar a year operation. This is what he's actually learned about demo methodology, not the polished summary version.
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Article IV
Scaling the Expert
The most valuable knowledge in an industrial company is often held by the people least able to repeat it at scale. Matt Trubow, commercial director at Hidden Creative, makes the case using ABB's Water World, a virtual environment built to let a mixed buying group, engineers, operations leads, finance, all stand inside the same decision. Includes a narrated audio edition and a three-level test you can apply to your own demos this week.
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Both pieces leave you with something to actually use this week, not just something to nod along to. Cohan's methodology built a thirty million dollar business from nothing. Trubow's three-level test works on any demo you're building, industrial or not.
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Or paste this into your browser: technicalmarketing.org/any-questions-so-far
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Or paste this into your browser: technicalmarketing.org/scaling-the-expert
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Built to treat technical marketing as a discipline worth documenting properly, not a category of content marketing. That's why you're here. More is coming this volume.
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Cheers,
Chad Corriveau
Founding Editor, Technical Marketing
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A field manual for the discipline
Second Edition · ISSN 3143-6412 · technicalmarketing.org
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