About me

Why I do what I do

Hello, my name is Michel van Loon. I love helping agencies to create content that makes people excited about tech. Before founding Tecforia I worked for over 16 years in the tech industry for several global technology leaders. I worked on your clients’ side with engineers, product managers & marketeers, to get behind all complexity and specs, and find the story that mattered to our target audience. Using those stories I guided internal & external content creators to turn them into engaging marketing experiences.

Why TECFORIA?

I believe that many great tech products do not achieve their full potential, as the supportive marketing materials are not telling the right story. Nobody is to blame for this, I simply think this key story often gets lost in translation due to complexity of tech.

Additionally, I believe the tech organisation itself can add more complexity. Due to the limited manpower within marketing teams, project briefs are hastily assembled and ‘thrown over the wall’ to an agency with the expectation that they’d figure it out and deliver something amazing. This often results in content unfit for purpose and frustration for the client.

TECFORIA addresses both issues. We help agencies to make better connections with technical topics and their clients, which in turn enables them to deliver marketing tools that really resonate and in a time-efficient manner.

I believe that many great tech products do not achieve their full potential, as the supportive marke-ting materials are not telling the right story. Nobody is to blame for this, I simply think this key story often gets lost in translation due to complexity of tech.

Additionally, I believe the tech organisation itself can add more complexity. Due to the limited man-power within marketing teams, project briefs are hastily assembled and ‘thrown over the wall’ to an agency with the expectation that they’d figure it out and deliver something amazing. This often re-sults in content unfit for purpose and frustration for the client.

TECFORIA addresses both issues. We help agencies to make better connections with technical topics and their clients, which in turn enables them to deliver marketing tools that really resonate and in a time-efficient manner.

My MISSION & VISION

I am convinced that tech firms & agencies often waste a lot of time and effort  misunderstanding each other, which often results in ineffective content.

My mission is to help agencies create resonating marketing tools about tech through an efficient process with their tech client.

I believe that when creative minds are able to fully connect with their tech client (understanding not only the technology or products, but also the big picture), they are able to come up with solutions that can make a huge impact for their tech client.

My big vision is to create a world in which customers have no difficulty finding the right tech partner, since supportive marketing tools are intuitive and easy to understand.

Download free guide

Why are briefs always so minimal? Why do clients always take a long time to respond?

I will share with you some worthwhile insights from your tech clients perspective.

What do they expect from an external agency and what you should do to prevent them to get frustrated.

Download the free guide.

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