In 2024, I heard many marketers across the industry—spanning brands, media agencies, advertisers, and publishers—repeatedly voice their frustration: “What is this tech solution actually offering, and how does it solve my problem?” This sentiment isn’t new, but it’s becoming more pressing as the marketing and advertising technology landscape grows more crowded and complex.

As we enter 2025, the demand for clear and transparent messaging from tech vendors has never been higher. It’s time to leave behind vague promises and technical jargon, and instead prioritise simplicity, relevance, and transparency. Here’s how tech vendors can fine-tune their messaging to resonate with marketers and deliver real value in the year ahead.

1. Speak the marketer’s language

Marketers don’t want a crash course in your technology’s backend architecture; they want to know how it solves their specific challenges. Instead of leading with features, focus on benefits and outcomes. For example:

• Avoid: “Our platform leverages AI-driven insights to optimise programmatic campaigns.”
• Embrace: “Our platform helps you reduce wasted ad spend and reach the right audience faster.”

Tech vendors must invest time in understanding the marketer’s perspective. What pain points do they face daily? Is it the struggle to measure campaign ROI, manage fragmented data, or deliver personalised experiences at scale? Tailor your messaging to address these challenges directly, using terms and concepts familiar to marketers.

2. Clarify your proposition

A vague or overly broad proposition dilutes your message and confuses potential buyers. If your solution claims to “do it all,” it risks being dismissed as lacking depth in any specific area. Instead, focus on:

• Specialisation: Highlight the core problem your solution solves and explain why you’re uniquely positioned to solve it.
• Simplicity: Use straightforward language to describe your offering. Avoid acronyms and buzzwords unless they are industry-standard and widely understood.
• Proof: Support your claims with case studies, testimonials, or data points that demonstrate tangible results. For example, “Our clients have achieved a 30% reduction in customer acquisition costs using our platform.”

Remember, clarity in your proposition helps marketers immediately understand your value. If they have to ask “What does this mean for me?” you’ve already lost their attention.

3. Align messaging with the customer journey

Your messaging should evolve as prospects move through the buying journey. Early-stage buyers need to understand what you offer and why it matters. Mid-stage buyers need to know how your solution compares to alternatives. Late-stage buyers need reassurance through proof points and support.

• Top of funnel: Focus on educating your audience about their challenges and how your solution addresses them.
• Middle of funnel: Provide in-depth content like demos, webinars, or whitepapers that showcase your solution’s capabilities.
• Bottom of funnel: Use customer success stories, ROI calculators, or personalised consultations to build confidence and close the deal.

Consistency is key. Ensure your messaging is cohesive across all touchpoints—from your website and email campaigns to sales conversations and PR efforts.

4. Prioritise transparency

Transparency isn’t just a buzzword; it’s a critical factor in building trust. Marketers have grown weary of inflated claims and vague promises. To stand out, be upfront about:

• Capabilities: Clearly outline what your solution can and cannot do.
• Costs: Provide pricing transparency, even if it’s a range or tiered structure. Hidden fees or unclear pricing models can erode trust.
• Limitations: If your solution has specific use cases or prerequisites, communicate them openly. Honesty about limitations often strengthens credibility.

Transparency also extends to metrics. Back your claims with measurable outcomes that demonstrate value. For example, “Our platform increased click-through rates by 25% for a global retail brand” is far more compelling than vague assertions of effectiveness.

5. Invest in tailored PR and growth marketing

Public relations and growth marketing play a pivotal role in amplifying your message and ensuring it reaches the right audience. Here’s how to align your PR and marketing efforts with transparent messaging:

• Targeted media relations: Collaborate with trade publications and industry influencers to share insights and case studies. Ensure your messaging is tailored to the publication’s audience.
• Thought leadership: Position your brand as an industry expert by contributing articles, participating in panels, or hosting webinars. Focus on educational content that addresses industry challenges without veering into overt self-promotion.
• Content consistency: From press releases to social media posts, maintain a consistent tone and message. This reinforces your brand identity and helps build trust.

6. Highlight the human touch behind the tech

Tech solutions are only as good as the people driving them. Marketers value the expertise, creativity, and problem-solving skills of the humans behind the technology. By showcasing the talent and insights of your team, you can add depth and credibility to your offering. Consider:

• Expert voices: Feature your team members in blogs, interviews, and webinars to share their knowledge and unique perspectives.
• Personalisation: Highlight how your team collaborates with clients to tailor solutions to their needs.
• Storytelling: Share behind-the-scenes stories about how your tech was developed or real-world examples of how it has solved challenges for clients. These narratives humanise your brand and make it more relatable.

By celebrating the human expertise that powers your technology, you create a stronger emotional connection with your audience and build trust.

7. Build trust through collaboration

The MADTech industry thrives on collaboration between tech vendors, agencies, and brands. By aligning your messaging with your partners and customers, you can create a unified narrative that resonates across the ecosystem. Consider:

• Co-branded content: Collaborate with clients or partners on case studies, whitepapers, or webinars that highlight successful outcomes.
• Customer advocacy: Empower satisfied customers to share their experiences through testimonials, guest blogs, or speaking opportunities.
• Feedback loops: Actively seek input from clients and prospects to refine your messaging and ensure it remains relevant.

The bottom line

2025 is the year for tech vendors to double down on clarity, transparency, and relevance. By speaking the marketer’s language, refining your proposition, and aligning your messaging with the customer journey, you can cut through the noise and earn the trust of your audience. Paired with targeted PR and growth marketing efforts, this approach positions your brand for long-term success in the competitive MADTech landscape.

Let’s make 2025 the year where marketers no longer have to ask, “What does this tech solution actually offer?” Transparency isn’t just a resolution—it’s a necessity.