Speaking to Technical Buyers: Lessons From Sales Engineers

# Role: Sales/Business

# Role: Product

# Theme: Sales & Business Development

# Theme: Product Management & Feedback

Learn what sales engineers want marketing teams to understand about technical buyers, and how these insights can improve GTM alignment.

December 4, 2025

Joshua Zerkel

Sales engineers (SEs) play a unique role in go-to-market. They sit at the intersection of sales, product, and customer needs, translating complex technical capabilities into business value. They are often the first to uncover what technical buyers care about most, yet their insights are not always shared upstream with marketing. This disconnect can lead to messaging that misses the mark, content that doesn’t resonate, and campaigns that fail to support complex buying decisions.

Technical buyers are a critical audience for many GTM strategies. They ask different questions, evaluate products more rigorously, and often influence or decide whether a purchase moves forward. By listening to SEs, marketing can craft messaging and assets that engage these buyers more effectively and align with the realities of the sales cycle.

Technical buyers care about proof, not promises

Marketing often focuses on aspirational messaging. Technical buyers want evidence. At Snowflake, SEs report that customer references, performance benchmarks, and real-world use cases carry more weight than visionary claims. When marketing integrates proof points into campaigns and enablement, SEs find it easier to connect with skeptical technical audiences.

Key takeaways:

Anchor messaging in customer proof, not just product claims.

Provide case studies with specific outcomes and metrics.

Create assets that show how technical goals are achieved in practice.

Equip SEs with materials that validate performance and reliability.

Details matter as much as outcomes

Marketing rightly emphasizes business outcomes, but technical buyers also want to know how things work. Outreach’s SEs highlight the importance of documentation and demos that show integrations, workflows, and security protocols. Messaging that glosses over details creates friction, while content that combines outcomes with specifics builds trust.

Key takeaways:

Balance outcome-driven storytelling with technical depth.

Create layered content: high-level for executives, detailed for practitioners.

Use demos and documentation as part of GTM, not just post-sale resources.

Partner with SEs to identify which details matter most.

Credibility comes from transparency

Technical buyers are quick to spot gaps. At GitHub, SEs note that transparency about product limitations often builds more trust than overselling. When marketing acknowledges trade-offs and explains roadmaps honestly, it creates alignment that supports long-term adoption.

Key takeaways:

Avoid overselling or promising features that don’t exist yet.

Share roadmaps transparently when possible.

Position honesty about limitations as a competitive advantage.

Use community to gather questions and clarify expectations early.

Peer validation is stronger than brand messaging

Technical buyers trust other practitioners more than company narratives. Stack Overflow illustrates this dynamic: developers rely heavily on peer recommendations and shared solutions. Marketing that integrates community voices and peer proof points equips SEs with resources that resonate more strongly than polished campaigns.

Key takeaways:

Source peer voices and community contributions as GTM assets.

Highlight stories from practitioners, not just executives.

Feature community-driven FAQs and tutorials in campaigns.

Treat advocacy as a credibility multiplier.

Why this matters for GTM leaders

Sales engineers see firsthand what engages or alienates technical buyers. Their insights can help marketing craft campaigns, assets, and narratives that resonate more deeply with this critical audience. By focusing on proof, providing technical depth, being transparent, and amplifying peer validation, GTM leaders can close the gap between messaging and reality.

Marketing and SEs are stronger together. When their perspectives align, GTM strategies become more credible, persuasive, and effective with technical buyers.

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Table Of Contents

Speaking to Technical Buyers: Lessons From Sales Engineers

Learn what sales engineers want marketing teams to understand about technical buyers, and how these insights can improve GTM alignment.

Technical buyers care about proof, not promises

Details matter as much as outcomes

Credibility comes from transparency

Peer validation is stronger than brand messaging

Why this matters for GTM leaders

Popular

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