A lot about technology seems virtual, but technology companies face very real challenges: making cutting-edge products understandable. Selling the unique benefits of lines of code. Engaging customers who are most often other companies.

But get inside, and you see that technology is all about people – responding to their needs, making their jobs and lives easier, changing what they consider possible. Understand who those people are and what technology can mean to them, and marketing it ceases to be rocket science.