Who should be the "Hero" in your marketing story?
I know what you're thinking... We all want to shine and get due credit for our brilliance but that's not always the wisest goal. When it comes to working with B2B customers - especially if you're offering engineer-to-engineer (E2E) hardware solutions - the real key to success is helping your customer become the hero.
Always remember, you're not Luke Skywalker in this story. Instead, you're Obi-Wan Kenobi. Hopefully you don't have to die halfway through the design cycle - but you do have to make sure that the engineer(s) at your customer company end up as the heroes who get all the medals and plaudits.
Keeping this perspective in mind is an important factor whenever you're developing content to deliver your message.
Whether your product is a component, semiconductor device, connector, module, sensor, sub-assembly, full hardware platform, or laser light sabre, your storytelling needs to focus on how it helps your customer overcome the challenges that THEY are facing.