This week on The Conversion Stack, get ready to navigate the thrilling world of marketing complex solutions in a transactional world with our special guest, Spencer Hay from Syntiant. Spencer opens up about the challenges of selling futuristic technologies like artificial intelligence and semiconductors to enterprise buyers, emphasizing the crucial role of collaboration among marketing, sales, engineering, and legal departments. Get a peek into the extensive 6 to 18 month journey that a buyer embarks on, and learn how Syntiant is disrupting the audio and visual device industry with its power-efficient semiconductors and software.

Our conversation takes an intriguing turn as we probe into the complexities of using AI technology to detect slip and fall incidents in real-world scenarios. Industry experts share their strategies for raising awareness about their solutions and overcoming skepticism, with a focus on building trust with engineers. We suggest that the key to success in this field lies in fostering teamwork and recruiting highly skilled engineers.

Finally, we shine a light on the often misunderstood but vital role of marketing in high-tech, engineering-led companies. We challenge the misconception that marketing is unnecessary, arguing that this belief may stem from previous negative experiences. We explore how marketing can play a pivotal role in relationship-based sales cycles, and how it can help to identify the particular needs of complex solutions. We also discuss the value of inbound marketing in customer education and empowering individuals within organizations to advocate for new solutions.

Connect with Spencer: https://www.linkedin.com/in/spencer-hay-24243973/

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