Product marketing for infrastructure vendors who don’t have one yet

Most infrastructure companies hit a point where the product is good and nobody can explain it. The docs are written for people who already understand. The homepage says next generation platform. Sales builds its own pitch decks because marketing hasn’t given them one.

That’s usually where we come in.

What we do

• Positioning and messaging so buyers can tell what you are and who it’s for, in one page.
• Competitive teardowns that say what a named competitor is telling buyers and what to say back.
• Blogs, articles and whitepapers written like an engineer wrote them, because that’s the bar your audience holds everything to.
• Analyst narrative for Gartner and Forrester submissions, including the questionnaire and the briefing.
• Launch and sales enablement covering the talk tracks, one-pagers and objection handling sales actually uses.

Take the whole function or hand us one deliverable. Most people start with one piece of work and add from there.

The experience behind it

The team behind Tech Thought Leaders has been doing product and technical marketing in infrastructure for eight years. Kubernetes, virtualization, storage, cloud, and lately AI infrastructure.

We write the publication, which is the part that matters most here. It means we read primary sources, filings and analyst reports for a living rather than skimming summaries of them, and we’ve been wrong in public enough times to have learned how to check a number before printing it.

How we help

The honest case for hiring this out isn’t that an in-house team couldn’t do it. It’s that they can’t do it this quarter, because the roadmap, the event and the website refresh all landed at once.

A competitive battlecard usually takes three to four weeks from a standing start. We do it in three days. An analyst questionnaire drafted cold runs two to three weeks. We turn one around in two. A technical blog piece from a blank page eats one to two days of somebody’s week. Ghostwritten, it costs half a day to edit.

Two things we won’t do

We don’t work for competitors of each other. If we’re already working with a direct competitor of yours, we’ll tell you and turn the work down.

And we don’t let this touch the publication. Clients never appear in editorial, and articles never mention that we sell anything. If a client ships something genuinely newsworthy we cover it the same way we’d cover anyone, which is because it’s news.

Readers should be able to assume nothing in Tech Thought Leaders was written to please a customer. That’s the point of keeping the two apart, and it isn’t going to change because someone is paying us.