For technology companies, the conventional wisdom is wrong when it comes to pitching a conference or webinar session. Instead of having your CMO or other C-suite executive tell your story, trust the technical people in your shop. Your audiences will thank you for it.
Here are some of the reasons:
- Audiences want black-and-white issues. CMOs usually see the world in nuance and infinite shades of gray. Techies value certainty. Think Sheldon Cooper’s character.
- Facts are an endangered species these days. So who better to deliver facts that a techie?
- Audiences want to hear stories. First-person experience from people on the front lines can deliver authenticity and credibility that the audience relates to.
- Techies steer clear of self-promotion, which is the fastest turnoff for an audience.
- Techies can be more effective at reaching potential customers precisely because they don’t try to promote or sell.
- Techies can be trained to be good and sometimes great speakers. We have some tips for how to do it.
I wrote more about this for Sam Whitmore’s Media Survey. It is normally gated, but today you can read the post here.