Tech marketing has followed a predictable path for a long time. Campaigns were built for office workers, IT teams and enterprise decision-makers with messaging focused on stability, security and long-term contracts. That approach still has its place, but it no longer reflects who is actually buying high-performance hardware today.
At Heaven Media, we see a different group driving demand. There’s been a deeper shift over the last few years toward video editors, 3D artists, designers, and hybrid creators. These are people who rely on powerful processors and GPUs to earn a living. They’re heavier users than your typical consumer, but not at an enterprise level. They’re also not buying hardware for fun or status, but they’re buying tools that directly affect how fast they can work and how much they can produce.
This shift is reshaping tech marketing and forcing brands to rethink who they are really trying to reach with their campaigns.
Creative Professionals as a Priority for Tech Marketing Campaigns
Creative Professionals sit outside traditional B2B categories. They are not enterprise buyers, but they are not casual consumers either. Many are freelancers or work in small teams, yet they purchase the same high-end components as large studios. Their decisions are fast, practical and driven by performance.
What makes this audience so important is how differently they evaluate products; brand loyalty carries less weight than measurable gains in speed and efficiency. If new hardware renders faster, handles heavier files or keeps timelines smoother under pressure, they are willing to switch. This is not about hype. It is about getting work done efficiently.
“49% of tech consumers say they’re most motivated to advocate for a brand when it’s products are high quality”
GWI 2025
If you want tech marketing to resonate with this audience, the message has to move beyond generic productivity claims. It needs to speak directly to creative output and workflow impact. Our teams at Heaven Media approach this by framing hardware as a business tool across everything from messaging to content formats.
Understanding the Prosumer Mindset
Creative Professionals think in terms of time and return. Every minute saved on a project is time they can reinvest into another. Every crash or buffer avoided is stress removed from an already demanding workflow. Hardware performance is not a bonus; it’s directly tied to income and reputation.
This is why performance and speed tend to matter more than brand familiarity for this group.
“Only 12% of tech consumers identify as brand enthusiasts”
GWI 2025
Another key difference is how creatives process information. They are visual by nature and want to see results in action. Smooth playback, faster renders or a responsive UI communicate value far more effectively than a list of specifications ever could. This is where many tech campaigns lose momentum by relying too heavily on technical language without showing practical use case or real outcomes.
Heaven Media focuses on making performance visible. Instead of telling creators a product is faster, we show what that speed looks like inside a real workflow.
Hardware Specs as Stories
Specifications still matter, but only when they are translated into something tangible. Clock speeds and memory numbers mean very little without context. What matters is how those specs affect a real project under real conditions.
Turning specs into stories means shifting the focus from technical features to real ways they can use the product and the outcomes they can see first-hand. It means showing how editors can quickly put together a 4K video timeline and export the final project at blazing speeds. It could also mean demonstrating how GPU acceleration speeds up AI-powered tools in Photoshop or keeps playback smooth in After Effects. It means connecting every technical detail to a creative result.
Tech Storytelling through Engaging Content
This approach also shapes the type of content that performs best. Short videos, side-by-side comparisons and hands-on demonstrations consistently outperform static explanations. Creators want proof, not promises, which is what we did with AMD Ryzen AI by showcasing real-time use cases for creative professionals, something we prioritize as a marketing agency for tech companies.
For this campaign, we worked with content creators across 9 categories (tech, design, photo, fashion, music, lifestyle, DIY, editing, and science) to help build awareness and consideration for AMD tech hardware. Our team also launched a custom-made website to serve as a hub for all information about Ryzen AI.
We have seen time and again that when creators are given space to demonstrate real performance in their own environment, trust follows naturally. The product becomes part of their process rather than a branded message trying to sell itself.
What Tech Brands Can Learn from Marketing for Video Games
Games marketing offers a useful blueprint. Gamers trust other gamers because they care about performance in real conditions. Creative Professionals are similar in that sense, because they trust peers who face the same deadlines and expectations.
This is where creator-led strategies can shine. When creators use hardware publicly and honestly, it cuts through scepticism. The focus stays on what the product can actually do, not how it is positioned.
Our experience marketing games has influenced how we approach tech marketing as an agency. We lean into community proof, real usage and content that reflects how products perform under pressure. Campaigns like AMD x Starfield Launch show how we can do this by blending tech marketing with IPs.
Rethinking Tech Marketing Approaches for Creative Professionals
For any tech companies, this is an opportunity to rethink traditional approaches. Performance-driven storytelling, creator partnerships and workflow-focused content build credibility faster than polished brand claims. The brands that succeed will be the ones that respect how creators think and how they buy.
For creative professionals, speed is not a feature on a specification sheet, it is the difference between keeping up and falling behind and tech marketing that understands this will always feel more relevant, more honest and more effective.
To learn more about how Heaven Media can help you create engaging marketing campaigns for tech audiences, get in touch with us: https://heavenmedia.com/contact/
Ed is a strategist at Heaven Media, where he builds pitch decks, responds to marketing briefs and plans campaigns for tech products and game launches. Having worked in the video game, tech and esports space over the course of his professional career, his work centres on shaping clear strategies, aligning creative services teams around strong ideas, and helping brands/IPs launch with confidence.