Technical Marketing for better Market Differential and Enhanced Customer Experience at Moderate Cost

1. Technical Marketing for better market
differentiation and enhanced customer
experience at moderate cost
TWB provides technical marketing back-office support to Lenovo, Microsoft, McAfee, Citrix
and others. We produce complex management thought papers, white papers, customer
success stories, datasheets and other content that complement their IP and help them
acquire customers.
A large part of the technical marketing collaterals distributed worldwide by these companies is
produced by TWB, in Bangalore.
See how we help differentiate technology in the market, achieve better customer satisfaction and manage this at
much better cost.

3. Introduction
This paper presents the value and the importance of
Why Technical Marketing?
technical marketing communication to position and
differentiate products of a company in a highly hyper-
competitive market.
In today’s highly competitive world, the need for and
importance of technical marketing is
Technical Marketing Communication uncompromisable for any organization that wants to
documents include a wide variety of stay ahead of competition.
marketing collaterals such as Technology
White Papers, Case Studies, Datasheets, There are slews of new products that reach the
Cheat Sheets, Solution Briefs/Solution market each day with unthinkable and unimaginable
Brochures, Presentations - quickness. An interesting point to note in this hyper
Products/Corporate Profile, Web Content, production and hyper competitive market is that
Flash Demos, Press Releases and multiple companies come up with products that cater
Newsletters. to similar needs of a customer (products that are
otherwise not easy for the customer to differentiate).
This, in turn, makes the decision making of
Technical marketing documents serve a dual consumers more difficult since they have to choose
purpose. They highlight the technical capabilities of a from a host of products that satisfy the same needs.
company’s product or service as well as support Together with a number of products reaching the
selling. Unfortunately, documents produced by many market everyday, consumers are constantly
organizations do not hold the attention of their bombarded with too many marketing messages and
audiences and lack intelligent marketing techniques. documents. This adds to the woes of consumers.
They also fail to deliver the right message to the
audience with crispness, quality, and impact.
Moreover, today there is a paradigm shift in the way
customers behave. In a world characterized by
An effective, customer-focused technical marketing networked communications and competition, today’s
communication can sell your products better and customer behavior can be summed up in the
faster. By effectively communicating products’ following way:
features and benefits, technical marketing
communication can aid the customer in making a
 Customers define brands
purchasing decision.
 Customers consume more customized products
Apart from providing technical information and  Customers control when to consume information
support selling, technical marketing documents also and in which formats
enhance your image in the eyes of your customer.
Hence, effective differentiation of a company’s
Technical marketing documents provide you the
product from that of its competitor has become
following advantages:
extensively difficult today. All companies, especially
technology companies, require effective, well-written
 Increase your selling opportunities technical marketing communication for two main
 Reduce marketing costs reasons:
 Reach out to potential customers
 Indispensable need for differentiation of products
 Achieve consistent, branded information across all
from those of competitors
materials
 Need to reduce the costs of acquiring new
 Streamline and deliver critical information to
customers and retaining the existing customer
prospective clients
base
 Customize communication to provide impact
In short, how effectively a company communicates
 Achieve an appropriate and effective marketing the attributes of its products/services will determine
presence its position in the marketplace. Delivering right
However, creation of technical marketing documents messages about products in an appropriate manner
is an uphill task as it requires sufficient expertise, through carefully chosen means of communication
technical and marketing knowledge of the will help:
product/service concerned, as well as excellent
writing skills. This paper explores the importance of  Establish strong relationships with customers
technical marketing communication and TWB’s role  Build strong customer base
and expertise in the field.
 Produce results
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4. Outsourcing and Solutions
Why Outsource? TWB’ Solutions: Being Different to Help
Differentiate
There are various reasons why a company should TWB is a leader in providing technical documentation
outsource its technical marketing communication and technical marketing communication services.
requirements. TWB’s team of highly skilled technical writers can set
new trends, break the barriers and raise the bar for
 Lack of product knowledge and any product through their unquestionable ability in
documentation skills: More often an technical marketing communication. TWB
organization’s sales / marketing team involved in understands quality documentation can be the
the promotion of its products does not have the differentiator to a company’s product.
required documentation expertise and the
personnel involved in documentation lack product  Various domain experts and highly skilled
knowledge. documentation experts: Our team of
 Resultant overheads and time wastage: Not documentation experts with industry-leading
outsourcing can result in unnecessary overheads experience and domain expertise will take the
and time wastage. Outsourcing the technical burden off the marketing team. TWB is equipped
marketing communication requirements to an with the latest documentation tools and processes
established documentation organization can prove that can meet any marketing challenge, by
to be advantageous. It can be cost effective and providing accurate, well-written, high quality
produce results with quicker turnaround times, marketing collaterals.
allowing an organization’s marketing team to  Project management and Estimation: Through
focus on their actual work. our established project management system,
 Full-spectrum activity: Technical marketing TWB ensures that the marketing documents are
documentation is a full-spectrum activity. It produced with quicker turnaround times, without
requires thorough research skills, understanding compromising quality.
of market behavior, analytical abilities, good  Full-spectrum activity: TWB can take your
writing skills and dedication. In many marketing collaterals to a new level because TWB
organizations, promotion teams multitask without has a full spectrum documentation process that
completely dedicating their time and effort to involves researching, documenting, designing the
creating technical marketing documents. This can layout and publishing the marketing collaterals
result in inaccurate and poor quality documents, with quality.
which in turn will affect the performance of a  Value-added Service: Our long track record in
product in the marketplace. documentation and expertise in marketing has
 A bird’s-eye view by an outsourcing partner: earned us a unique position that enables us to
An outsourcing company can view the marketing analyze and suggest solutions that are innovative
needs of a company dispassionately and without and effective.
being influenced by established processes and
practices. This will enable the outsourcing partner
to provide innovative solutions, suggestions and
strategies for marketing a company’s product.
Benefits
Through their association with TWB, a company can produce quality, accurate, well-designed technical
marketing documents that will help:
 Influence and inspire customers to make purchasing decisions
 Sell products faster
 Achieve quicker turnaround time
 Cut costs
 Focus on high-value work within the organization

5. Case Studies
Case Study 1: Largest Microprocessor Manufacturer
The world’s largest semiconductor chip and microprocessor maker launches a Community PC for India’s rural
population. For this product launch, the company requires marketing collaterals and user manuals to support their
product. Documentation needs to be simple, easily translatable, and user-friendly for the target audience. This task
is particularly challenging as the company needs the documentation within a span of 10 days. The company
requires 10 simple, technically accurate documents, specifically designed for the target audience.
TWB works out a plan which ensures that documentation is provided in the required format and timeframe, without
quality compromise.
TWB’s team of documentation experts, monitored by an excellent project management team, reviews customer
requirements and initiates project plans that ensure high quality & delivery within set deadlines. These resources,
possessing an in-depth understanding of rural populations, work onsite and offsite towards the completion of the
project, with flexible timings to suit a customer’s every convenience. They create marketing documents that are on
par with international standards - simple, accurate, and masterful. The TWB resources are able to deliver the
project within the stipulated timeframe, with high quality and accuracy.
TWB helps companies: Market and launch product lines in time, reach out to wider rural populations with the
simplicity of documentation, achieve quality and accuracy in technical marketing communications, obtain
documents that are easily translatable, and to cut costs and save time.
Case Study 2: Largest PC Manufacturer
A leading manufacturer of award-winning PCs, spanning operations across continents, requires to launch their
products with supporting marketing collaterals. With a vision to capture the world market, this computer
manufacturer starts developing products. With their global teams working on the technical aspects, the in-house
documentation team busy with pre-launch marketing activities, and launch deadlines drawing closer, it becomes
difficult for them to concentrate on marketing collaterals. Time constraints further add to the company’s woes. With
end-users of the PCs ranging from individuals to large enterprises across the globe, it becomes imperative to have
simple, crisp, and accurate documentation in place, to aid easy translations for a cross section of populace. As the
company is engaged in aggressively introducing new products every two months, the need for high-quality
marketing documentation with quicker turnaround times becomes a great challenge. The company approaches
TWB for documentation solutions.
TWB, reputed for its documentation expertise, formulates a team of documentation experts, marketing experts,
and quality auditors to create marketing collaterals that satisfy the specifications and exacting demands of the
customer. The entire documentation procedure goes through a process of research, comparison, analysis
(competitor products, target audience and market), documentation, and quality audition. This results in documents
that are factual and simple, with a customer-friendly marketing tone. The greatest achievement is being able to
produce these marketing collaterals in a quicker turnaround time, helping the customer meet product-launch
deadlines.
The customer draws a number of benefits from TWB’s services. They are able to meet their goals in terms of
product launch and product marketing with reduced costs and effort. Sales of their products shoot up and the
customer is able to launch a range of 25 products in one year and market it with great success.
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6. Value of Technical Publications
Technical Communication for Communication for Different Levels of
Transferring Product Knowledge Technical and Product Knowledge
The purpose of technical communication is to transfer In technical publications, audience is the focal
product knowledge to end users in a comprehensible point. Hence, the style, language, and content must
manner. The strategies of communication and levels vary depending on the type of audience being
of information vary depending on the type of product addressed. Every user has a specific role in the
and audience. implementation and usage of the technology.
Therefore, it is important that documents be
created keeping in mind the role of the person who
Providing end users with information about a
will use the document.
product’s operation and maintenance is critical to the
market performance of the product. Hence, the need
for quality documentation is imperative. For example, when you document a software
application designed for highly technical users, it is
sufficient to provide the users with quick reference
In today’s business scenario, technical publications
information to use the application.
are often developed as an afterthought. This usually
results in inaccurate and incomprehensible
documentation, which, in turn, renders the users For users who start without technical or product
incapable of using the products. knowledge, it is important to provide detailed
product information along with instructions on how
to use the product.
Accurate, readily understandable, and quality
documents determine how a product sells in the
market and result in increased customer satisfaction. Attractive Publications as Useful
Marketing Tools
Faulty Assumptions that Result in
Problems in Documentation Besides transferring knowledge, technical
publications are also used for marketing a product.
Before a product is released in the market,
The faulty assumptions listed below result in information about the product needs to be
incomprehensible documents: effectively communicated to the customers.
 Developers know their products better than Well-designed, accurately presented, and attractive
anyone else – due to time constraints and limited marketing collaterals increase the market prospects
resources, many companies assign their of a product and reduce support costs.
documentation tasks to the programmers. This
more often results in the creation of technology-
centered information, while end users require
task-oriented information.
 Documentation of complex applications requires a
longer learning curve for the writer - learning the
product will not be a major obstacle for writers
with the right technical background.

7. TWB Services
TWB is India’s leader in technical communication outsourcing and education. TWB offers a complete suite of services that
allows our customers to effectively publish their technical knowledge with their people and processes. TWB’s customers range
from Global 500 – including Cisco, Accenture, McAfee, LG, Samsung, Citrix, SAP, Siemens, AOL, Intel; Indian technology
majors – including Infosys, Wipro; Global defense majors - Pratt & Whitney, Honeywell, DRDO, HAL; and exciting technology
startups. TWB's expertise in technical communication ranges from IT Products and Outsourcing, ITES, Banking, Financial,
Aerospace, Defense, Ship Building to Hi-tech Manufacturing, and Discrete and Process Manufacturing.
TWB’s services include:
Technical Marketing Technical Product Documentation Quality
Solutions Documentation Management
 Datasheets
 Datasheets  Administrator’s Guide  Copy Editing and Proof Reading
 Cheat sheets  API Document  Managing Writing
 Solution Briefs/Solution Brochures  Configuration Guide  Editing Services
 Presentations –  Functional Specifications Document
Products/Corporate Profile  Layout and Design
 Installation Manual  Creating SLAs
 Brochures and marketing collateral
 Interface Document
 Web content
 Interactive Electronic Technical Business Documentation
 Audio and video scripts Manual (IETM)
 Press releases  Maintenance Manual  Business Proposals
 Direct mail  Online Help  Legal Disclaimers
 Newsletter design copy  Operation Manual  Policy Manuals
 Sales catalogues  Product Demo  Style Guide Design
 Sales sheets  Product Specifications Document  Template Design
 Product Overview Document
Business Communication  Quick Reference Guide Content Management
 Short Reports  Release Notes
 Single Sourcing
 Proposals  Requirement Analysis Document
 File Version Control
 Case Studies  SDK Document
 Document Naming Conventions
 Lab Reports  Troubleshooting Manual
 Consistent Document Formatting
 Memos  User Manual
 Data Transformation
 Progress/Interim Reports  Open Source Documentation
 Writing for Electronic Media  Programmers Guides Web site Development
 Functional Specifications Document
 Web 2.0 development
Illustrations  Use Cases Analytics for
Qualitative  Web content
Decision Support
 Online Help /Context Sensitive Help
 Graphic Designing  Web applications
 Troubleshooting Guides
 Info graphics  Economic Business Research

 2D & 3D animation  Industry Analysis Translation and Localization

Services
 Line drawings and illustrations Market Opportunity Analysis
 Competitive Business Analysis  Software Translation Services
Process Documentation  Company & Prospect Profiling  Document Translation Services
 Workflows  Reporting Solutions  Localization (L10N) Testing
 Standard Operating Procedures  Assessment of Unmet Market Needs  Internationalization (I18N) Testing
 ISO Documentation  Status and Potential of Technologies
 CMM Documentation  Benchmarking of Strategies Vs
Competition Records Management
Deployment and Support  Forecasting  Document Management Solutions
 Sales Force Effectiveness  Record Management Storage and
 Market Assessments Retrieval
 Installation and Configuration
Guides  Competitive Intelligence
 Operations Manual  Opinion Leadership
 Emerging Markets - evaluation and
research
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8. TWB Software Tools Expertise
Our technical proficiency in software and authoring tools includes:
Unstructured Content XML Structured Editors Multimedia/Authoring
Development
 Epic  Adobe Flash®
 Microsoft Word®  FrameMaker+SGML  Adobe Dreamweaver®
 Adobe FrameMaker®  X-Metal®  Microsoft FrontPage®
 Adobe InDesign®  Adobe Captivate®
 QuarkXPress® Macromedia Captivate
 Adobe PageMaker® Graphics/Animations Multimedia/Authoring/
Supporting tools
Illustrations  Adobe Flash®
 Adobe Photoshop®  Adobe Flash®
 Adobe Flash CS4 Professional  Adobe Fireworks®  Adobe Flex®
 Adobe Illustrator CS3 Online Help  Adobe AIR®
 CorelDRAW  Adobe Dreamweaver®
 Microsoft-Expression Graphic  Adobe Acrobat®
Designer  JavaHelp
 Microsoft Silverlight®
 Xara Xtreme (Windows & Linux)  Adobe RoboHelp 7.0
 Adobe Authorware®
 CuteDraw  HelpScribble
 Adobe Director®
 Publisher3D(for animation)  WebWorks Publisher
 Adobe Captivate®
 Sketsa SVG Editor (for vector  PowerCHM
 Trivantis Lectora®
graphics)  Doc-To-Help
 ASP.NET
 Techsmith Camtasia  WinCHM
 JSP
 Arbortext IsoDraw (technical  HelpSmith 2.1.1(Windows) Standards
illustrations for 2D and 3D)  JAVA
 Fast-Help
 MadCap Flare  SCORM 1.2 / 2004
Graphics/Animation
 Help-Server  AICC
 NVU Help  W3C
 Adobe Flash® XML
 Section 508
 Adobe Photoshop®
 QTI XML
 Adobe Illustrator®  XMetal®
 Adobe Fireworks®  Microsoft Word 2003®,
 Microsoft Silverlight®  Microsoft Word 2007® Development and Publishing
tools
Databases CMS/ LMS
 XSLT/XSL
 EDD
 Microsoft Access  Sharepoint®
 Microsoft SQL Server  Moodle
 Joomla,
Flowcharting  WordPress
 Media Wiki
 Microsoft Visio  CMS Builder
 iGrafx  Author-it (formerly AuthorIT)
 EDraw  Alfresco
 RFFlow
 Flowbreeze
 Smart Draw
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9. Industries Served
TWB services a wide range of technology and knowledge-driven industries, helping them meet their markets better. These
include:
 Banking, Insurance and Financial Services  ITES/ KPO/ BPO
 Consulting and Business Services  Pharmaceuticals and Biotechnology
 Defense, Aerospace and Hi-Tech Manufacturing  Process Manufacturing and Allied Industries
 Education and Learning  Steel, Ship Building, Construction and Aviation
 IT, ITES  Telecom and Digital Communications
TWB has been the preferred technical documentation outsourcing company for:
The TWB Building US Office:
No: 4062, 19th Main Road, TWB
HAL 2nd Stage, 11701 Norwegian Wood Drive
Bangalore – 560008 Austin, TX 78758
India.
Landmark: Behind Carlton Towers
Telephone: Telephone:
+91.80.40741400 / +1.512.586.8357
+91.80.41256367
Corporate Enquiries:
corp@twb.in
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