August 15, 2025 | Resonates
Picture this: you’ve spent months developing groundbreaking technology that could revolutionise net zero initiatives. You’re brimming with excitement about wind economics, novel electrolysis techniques, or proprietary inventions. But when you try to explain it to potential investors, partners, or customers, their eyes glaze over faster than frost on a winter windscreen.
Sound familiar? You’re not alone. Some 33% of marketing and media leaders say that high-quality content is their biggest content creation challenge.
At Resonates, we see – and overcome – this challenge every day. Brilliant innovators with game-changing technology struggling to bridge the gap between what they’ve built, and what their audience needs to hear. The problem isn’t with your technology: it’s with the translation.
The technical translation challenge
Complex technology comes with complex language. Terms like electrodes, thermal conductivity, or latent heat might be perfectly clear to your engineering team, but they can be meaningless jargon to other people.
Yet your innovations can solve pressing problems that keep decision-makers awake at night – it’s so important that you can get your message across quickly and effectively.
The solution isn’t to dumb down how you talk about your technology – it’s smarter communication. It’s about finding the story within the science, the human need behind the innovation, and the business impact beneath the technical specifications.
Finding the human benefit
We start by asking a fundamental question: what problem does this solve? Not in technical terms, but in human ones. Does your technology help businesses meet challenging net zero targets? Enable more people to make a stress-free move to EVs? Allow cities to cut energy costs while meeting carbon targets?
Once we identify your core purpose, we work backwards to your technology. Instead of leading with how it works, we lead with why it matters. We replace technical specifications with tangible outcomes, swap feature lists for benefit stories, and transform complex processes into clear value propositions.
And where you do need us to write technical-led content, we apply similar principles – looking for the words and concepts that will best deliver what you need to say.
Industry-specific resonance
It’s important to consider the different technology audiences you want to approach, and to tailor your messages and content to resonate with them. A CFO in a manufacturing business doesn’t need to understand your molecular-level innovations – they need to understand the bottom-line impact on operational efficiency and cost reduction.
We craft messages that speak directly to each audience’s priorities: regulatory compliance for heavily regulated sectors, ROI projections for finance teams, sustainability metrics for environmental officers, and implementation timelines for operations managers. Same technology, different angles, tailored to what each decision-maker actually cares about.
Resonates in action
Our work with Latent Drive shows the value of Resonates’ expertise. A startup in the green hydrogen space, Latent Drive has developed innovative yet proven technology that enables highly efficient and cost-effective gas production from seawater. It offers the offshore wind industry the ability to co-locate hydrogen creation, reducing green hydrogen production costs and helping to avoid curtailment at times of low demand or high production.
Working collaboratively, Resonates has provided messaging expertise to help define Latent Drive’s brand proposition, and identified opportunities to gain media exposure, with a three-month public relations sprint to raise Latent Drive’s profile with investors.
In a very short time, Resonates was able to secure 29 pieces of earned coverage for Latent Drive within sector-specific media, just like this article in The Dorset Echo. In total we reached an audience of nearly 400,000 – of whom 233,000 were in the company’s top target demographic. Some 69% of coverage was in international media, with 24% in national publications.
From features to feelings
The best technology marketing doesn’t just inform – it inspires. We help transform your technical achievements into compelling narratives that create emotional connections. Your breakthrough in energy storage becomes a story about energy independence. Your advanced materials innovation becomes a pathway to a cleaner future.
From cleantech to greentech and beyond, we take care of getting the right messages to the right people at the right time. Because at the end of the day, even the most sophisticated B2B technology purchases are made by humans who need to believe in both the solution and the story behind it.
There’s a reason we chose our agency name. Your technology has the power to change the world. Let’s make sure it resonates with the people that matter.
Whatever your take on mobility, this is a time of excitement, ideas and energy. Make sure you’re heard above the traffic – speak to Resonates about stories and messages that will help you plot a route to success. Get in touch, or find us at CENEX – Hall 3, pod C3-622d
