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What Do Buyers Actually Call Your Technology?

When was the last time you met someone outside this industry who knew what a matrix switcher was? Here’s why marketers should know when NOT to be technical.

Integrators are technical. That's not a brilliantly-observant statement to make -- but it's a critical one, because sometimes, the people buying services from integrators (or even directly from manufacturers like you) simply aren't as technical.

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