ARM

The client

ARM® processors are used in every imaginable embedded electronics application, from the Apple iPhone through to everyday products such as washing machines and toys. The success of the company is self-evident: collectively its semiconductor partners have shipped over 10 billion ARM processors. ARM provides the design – the intellectual property – for the embedded microprocessors at the core of literally thousands of high-tech products.

Their needs

“We sell high-value, complex technology to very logical and rational buyers,” commented Alan Tringham, senior marketing communications manager. “Typically we experience long sales cycles. We have to inform, educate and persuade our customers, and like most technologists they really don’t want to be marketed to. Technical white papers are an excellent sales tool for us because they let us communicate with designers – the people who use our products and make technical recommendations – as well as their business managers.”

A common problem for ARM is that, although it often needs technical marketing collateral to meet a tight deadline for a product launch or forthcoming event, the people who have the detailed product knowledge don’t have time to focus on writing.

What we do

We follow a process with all of our writing for ARM. From an initial meeting we put together a simple brief to encapsulate what we want to achieve. We then develop a detailed outline that the product manager can review with other project stakeholders. It is only when this has been approved that we begin to develop the full text.

In addition to white papers, we produce shorter pieces of content for ARM. These ‘Hot Topic’ articles help to communicate ARM’s position on a topical subject, such as standards, new technologies or design techniques, and have proved very valuable for briefing journalists.

The results

“The Resonates team is skilled at producing technically accurate marketing collateral that reflects our positioning. They communicate our technology with marketing issues in mind, ensuring that our differentiation shines through. Resonates provides an outside view that results in valued content delivered on time,” says Alan. “They have a knack for communicating complex technology in clear terms.”

Our view

Some companies seem to revel in making their technology seem as complex as possible. There are no prizes for confusing your customers. It’s imperative that even your technical sales collateral carries your marketing messages and is presented in a way that enables non-techies to understand the benefits.

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