The Company Road Podcast E58 Mastering Tech Marketing: Strategies for Communicating with Non-Technical Audiences
“I would put tech language and technologies in simple terms. So I pull it apart, put it, and put it back into simple terms that other people would understand. Because with my many years experience of working with tech people, sometimes it's quite difficult for non tech people understand what they talk about. And to make any decisions to purchase, let's say, any software, anyone who's not technical has to understand what it is, what problem is solving. And this is where I come on board and explain people how it's supposed to be. Like, if you're not technical person, I would explain, as a, like your five year old put it in simple terms for you.”
Olga Bubnova
This month’s theme
Olga Bubnova, a tech marketing and branding expert who’s spent 13 years helping companies simplify and thrive. Olga’s not just talking theory—she’s actively transforming businesses by bridging the gap between complex tech and everyday understanding. From industrial automation to AI, Olga has a unique gift for translating dense technical language into clear, actionable insights.
In this episode, Olga shares her journey from translating embedded systems lingo into plain English to coaching businesses on how to present technology in a way that resonates with non-technical audiences. Whether you’re dealing with blockchain, cybersecurity, or just trying to make sense of software, Olga has tips that can help you break through the noise. Olga also unravels the common challenges faced by entrepreneurs and intrapreneurs alike, from the confusion of choosing the right tools to the paralysis that comes with tech overwhelm.
If you’re ready to transform how your business approaches technology and cut through the noise, tune in to this episode. Learn how to stay ahead without getting lost in the tech shuffle.
In this episode you’ll hear about
- What's different from normal marketing, and how does it help in the technology world?
- What were the words tech people were using that people didn't understand?
- How has Olga found, in her experience, the best ways to communicate technology to non-technical audiences? What are some major themes or strategies she focuses on?
- What are some steps that someone who isn't a technical person should take to understand a technology and translate it for the outside world?
- How would people within a software company, who aren't technical, go about learning things in the best way, do you think?
- How to help somebody reacting to tech overwhelm, how to facilitate a conversation to help them focus on the problem, challenge, or goal?
- Where should leaders look for insight and information about technological changes?
- How can leaders react more quickly to changes and adopt new technologies effectively?
- What advice would you give to entrepreneurs or leaders on setting up rituals that promote sharing knowledge about trends and technology within their teams?
Key links
About our guest
Olga is a tech marketing and branding expert, specialising in helping tech businesses stand out and attract new opportunities through strategic branding, marketing solutions, and powerful storytelling. Her expertise covers areas like industrial automation, tech start-ups, software development, blockchain, FinTech, cybersecurity, AI, and SaaS, and more.
Olga is also the co-founder of a start-up named Tech Femme Fusion and hosts the "Marketing for
For weekly updates and to hear about the latest episodes, please subscribe to The Company Road Podcast at https://companyroad.co/podcast/