CHANGING THE FACE OF TECH

The panels offered grounded, real-world insights. In an age where tech is as much a part of our lives as our morning coffee, it's important to have these discussions They’re a reminder that for every new gadget or piece of software, there's a human story pulsating with determination, vision, and passion.

Technology isn’t just about the mechanics and codes. It's a human endeavor, born from our aspirations and designed to elevate our experiences. The sessions emphasized that tech shouldn’t be seen only as a disruptor, but as a powerful catalyst that can forge deeper human connections.

THANK YOU TO OUR SPEAKERS

Google
Nicole DeSantis, Sr Product Marketing Manager

Primer.ai
Savita Raina, Vice President Product Marketing

Adobe
Irene Malatesta, Principal Campaign Marketing Manager

The role of storytelling to drive consideration.

Make it human: How by connecting to the human reasons why technology can improve our lives we move beyond the rational.

How can we create more distinction when marketing tech to not get lost in the noise.

We'll kick off the morning with breakfast followed by a fireside chat looking at how to engage with a new era of prospects. We promise it won't be a blind date ... we'll let you know who our guest speaker will be before the day!

Ex Automation Anywhere
Jaideep Shah, Director of Product Management

THE AGENDA

How the secret to marketing tech is to not talk about tech

How do we clearly demonstrate our social value?

Why tech is not like other brands and needs a new effectiveness model.

How do we change both the visuals and language in tech to be perceived in a different, more human way?

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KEY TAKEAWAYS

Solaris Suborbital
Daniel Doulton, CEO

Via
Olivia Blahut, Director of Product Marketing

Google
Ana Nieto, Product Marketing Manager

Atlassian
Ashley Faus, Director of Integrated Product Marketing

GET IN TOUCH

lucydaniels@acrossthepond.com

I Make Cool Things
Mea Cole Tefka, Head of Content

Across the Pond
Kerensa Ayivor, Strategy Director

Oura
Laura Furman, Senior Product Manager

Tech's rapid pace often gets framed in a pessimistic light. AI taking jobs, robots ruling over us – you've seen the headlines. But those attention-grabbers miss out on tech's real promise: a brighter future.

So, we conceived our event: Changing the Face of Tech. It's a gathering of top minds and advocates, all hashing out the real-deal topics in tech today. And in this article, we’ll take a closer look at some of the key takeaways.

For Product Marketing leaders in tech, you’ll find expert insights on how to talk tech in a way that's genuine and engaging. Whether you're refining your messaging or starting from scratch, you're in for some valuable takeaways.

Across the Pond
Julie Cohen, CEO

Kerensa Ayivor's insightful talk dove into the intricate relationship between culture and technology. She emphasized how cultural narratives shape our understanding and feelings towards technology. For tech brands culture acts as a way to bridge the gap that often exists between technology and people.

A recent piece of cultural and semiotic analysis by Across the Pond provided some interesting insights into how people's relationships with technology are changing. New values and perspectives are emerging around these shifts.

Some traditional boundaries in tech are becoming less defined. For instance:

We're moving away from technology appearing along traditionally masculine lines. From optimisation and logical efficiency to technology associated with more ‘femme’ qualities such as self-expression and self-discovery.

Instead of viewing our relationships with technology through the lens of human VS machine, we are starting to think of technology as a collaborator. Our human output is augmented through the use of technology. It is no longer human vs machine, instead it is human and machine, working together to create.

The line between our digital lives and our offline, real-world experiences is blurring. The concept of being "Away From Keyboard" (AFK) reflects this blending.

Ending her talk, Kerensa posed a pertinent question: In this era of rapid technological advancement and cultural evolution, how can we craft a tech narrative that's not only resonant but also deeply human-centric? With these thoughts, the stage was set, leading us seamlessly into the day's first panel discussion.

Kerensa Ayivor, Meaning Making in Tech Keynote

01

Human stories lie at the heart of every tech advancement.

Tech communication should prioritize emotion over jargon.

02

03

In tech visuals, the human experience should be central.

KEY TAKEAWAYS:

Navigating the intricate tech landscape requires brands to master the art of communicating their innovations, as this can shape their acceptance in the market. The "Educating audiences" panel provided insights into these strategies, aiming to bridge the gap between emerging technologies and their diverse stakeholders.

Leading this dynamic conversation were Olivia Blahut from Via and Ashley Faus from Atlassian. Olivia, at the helm of Product Marketing at Via, and Ashley, guiding Integrated Product Marketing at Atlassian, brought their significant expertise to the fore. Both illuminated the essence of adapting communication to resonate with varied audiences.

Olivia underscored the need for tailor-made messaging: "In the race to innovate, we must not overlook that every user group speaks its own language, has its distinct priorities. Recognizing and aligning with these differences can significantly affect adoption."

Ashley's insights zoomed in on personalized user onboarding at Atlassian. She stressed that every user's experience with the brand forms a unique narrative. "It's our role to ensure that this narrative keeps them intrigued and engaged," Ashley expressed. She also highlighted the delicate balance of introducing new tech to an audience already well-versed in the domain. Using a relatable analogy, she quipped, "Imagine the time it took to explain my job to my parents—that’s the challenge and allure of this sector."

 Building on this, Ashley pinpointed the essence of product marketing: "It's about demystifying complexity, making it appear intuitive. Our goal is to illuminate how a product, regardless of its intricacy, can seamlessly integrate and enhance lives." 

Ashley and Olivia both emphasized the enduring nature of a brand's relationship with its users, highlighting the importance of every interaction post the initial touchpoint. Furthermore, they accentuated the value of feedback loops, continuous adaptability, and agility. To illustrate, Olivia shared how iterative feedback transformed Via's user onboarding process, enhancing user commitment.

Educating audiences: Tailoring the tech message

01

Address the specific needs and language of each audience.

Craft individualized onboarding narratives to ensure user engagement.

02

03

Engagement and adaptability remain key in the dynamic tech world.

KEY TAKEAWAYS:

In a world inundated with tech jargon, the "Reframing AI" panel took a fresh approach, delving into the human implications of Artificial Intelligence (AI). The session was skillfully moderated by Daniel Doulton from Solaris.

Panelists Ana Nieto from Google, Jaideep Shah of Ex Automation Anywhere, and Savita Raina from Primer.AI joined the dialogue, shedding light on AI's transformative power and the challenges it presents.

Kicking off, Savita Raina set the tone: "AI isn't about supplanting humans but augmenting them. We need a shift in perspective – from AI versus Humans to AI collaborating with Humans."

Jaideep Shah dove into the critical issue of trust. "The general perception around AI is shrouded in skepticism," he remarked. "Eradicating this mistrust demands clarity on AI's mechanisms, the data it feeds on, and crucially, its ethical foundation."

Ana Nieto, lending her insights from Google, emphasized discerning the real value AI offers. "It's no longer enough for products to tout their AI integration," she mentioned. "The narrative should pivot to how this AI enhances user experiences."

The panel converged on a theme: humanizing AI. Jaideep aptly put it, "AI is an ally, designed to bolster and expand human potential." Delving into AI's evolving capabilities, he described its growing sophistication, like conjuring nonexistent imagery.

Savita weighed in on the AI buzz, focusing on its tangible impacts. "Beyond the terminology lies AI's genuine power: addressing real-world challenges and enhancing lives." Furthermore, she highlighted the challenge of distinct positioning in an AI-abundant market, emphasizing the fierce competition and the critical need for brands to stay innovative and agile.

Reframing AI: Beyond the buzzwords to genuine value

Echoing this, Jaideep emphasized the volatile nature of the tech industry:

"Marketers must remain nimble, continuously aligning their messages with stakeholders, and transparently presenting both the strengths and constraints of their solutions. In sectors like defense tech, where the stakes are towering, it's crucial to champion not just the tech but its ethical utilization."

01

We're forming new different relationships with technology, and tech communication must reflect these shifts.

Discussions should center on the tangible value of AI beyond buzzwords.

02

03

Brands must be nimble, emphasizing real solutions and ethical applications.

KEY TAKEAWAYS:

This event’s key lesson was that it’s important to infuse tech with a human touch. We have the means for a brighter tech-driven tomorrow. It’s all about molding the stories that lead us there.

An event on how tech brands can shift the narrative on tech to inspire a more optimistic and human-centric view of the future.

The Takeaways

Kerensa Ayivor, Meaning Making in Tech Keynote

Every technological advancement is underpinned by a human narrative, a sentiment central to the "Humanizing Technology" panel. This gathering aimed to uncover the essence of creating tech narratives that resonate on personal and emotional levels. The panel featured thought leaders: Nicole DeSantis from Google, Laura Furman from Oura, Mea Cole Tefka from I Make Cool Things, and Irene Malatesta from Adobe.

Nicole DeSantis, shared a heartwarming story from a Google Cloud customer using their technology to research non-addictive opioid alternatives. Through this, she reinforced the notion that "Each tech innovation should fundamentally enhance and amplify the human experience. We're always thinking with the end user in mind. How can we create tools and amplify the work that our customers are doing to bring real, positive change and impact each day."

Mea Cole Tefka touched upon a significant issue in tech communication—the pervasive reliance on technical jargon. She championed the idea that the most impactful stories are those that evoke emotions and human connections, urging fellow tech communicators to dig deep and unearth these compelling emotional touchpoints.

Irene Malatesta took the discussion to the realm of visuals. For her, tech visuals transcend the aesthetics of devices. She emphasized the importance of showcasing genuine faces, communities, and the real-life impact of technologies. Reflecting on Adobe's narrative, Irene highlighted their commitment to 'creativity for all,' a belief that tech stories should intertwine real faces, communities, and impactful scenarios.

Humanizing Technology: More than Devices, It's about Stories

Laura Furman's perspective brought the intimacy of wearables into focus. She explained how devices like Oura are constantly in contact with users, making narratives around them deeply personal. "Such devices don't just track; they feel our pulses and rhythms. Our stories should echo this intimacy," Laura expressed. 

Mea encapsulated the discussion with:  

"Technology is crafted by humans and intended for humanity. It's time our narratives mirror this truth."  

Kerensa Ayivor, Meaning Making in Tech Keynote

Humanizing Technology Panel Discussion. From left to right: Kevin Gordon, Across the Pond / Mea Cole Tefka, I Make Cool Things / Irene Malatesta, Adobe / Laura Furman, Oura / Nicole DeSantis, Google

Educating Complexity Panel Discussion. From left to right: Julie Cohen, Across the Pond / Olivia Blahut, Via / Ashley Faus, Atlassian

Reframing AI Panel Discussion. From left to right: Daniel Doulton, Solaris / Ana Nieto, Google / Savita Raina, Primer.AI / Jaideep Shah, Ex Automation Anywhere

Across the Pond
Kevin Gordon, Executive Producer

Across the Pond
Julie Cohen, CEO