Why Observability Platforms Companies Need This

For observability platforms products, a well-crafted technical whitepaper is essential. Your target buyers—SRE/Platform Engineers, Backend Engineers, VP Engineering—are evaluating multiple solutions and need to quickly understand why your product is the right choice.

The unique challenges of marketing observability platforms mean your technical whitepaper needs to:

! Address: Differentiating from established players

! Address: Addressing migration complexity concerns

! Address: Explaining pricing models clearly

Key Components

Every effective technical whitepaper for observability platforms should include:

1
Executive summary
2
Problem definition
3
Technical approach
4
Architecture diagrams
5
Implementation details
6
Performance/benchmark data
7
Conclusion and next steps

Step 1: The Brief

Before creating your technical whitepaper, document answers to these questions specific to your observability platforms product:

Product Questions

→ What specific log aggregation capabilities does your product offer?
→ How does your product differ from Datadog?
→ What metrics can you share about performance or results?

Persona Questions

SRE/Platform Engineers:

→ How does your product address: Tool sprawl across observability pillars?
→ How does your product address: High cardinality data costs?

Backend Engineers:

→ How does your product address: Debugging distributed systems?
→ How does your product address: Understanding performance bottlenecks?

Use Case Questions

→ How does your product support incident response?
→ How does your product support performance optimization?

Step 2: The Draft

With your brief complete, create your technical whitepaper following this structure:

Technical Whitepaper Outline

1. Executive summary
2. Problem definition
3. Technical approach
4. Architecture diagrams
5. Implementation details
6. Performance/benchmark data
7. Conclusion and next steps

Tips for Observability Platforms

TIP Lead with the problem: Tool sprawl across observability pillars resonates with SRE/Platform Engineers

TIP Show, don't tell: Include examples of log aggregation and metrics collection

TIP Address objections: Differentiating from established players will be top of mind

Common Mistakes to Avoid

When creating a technical whitepaper for observability platforms, watch out for these pitfalls:

X Too marketing-focused, not technical enough

X No original insights or data

X Poor structure/hard to navigate

X Missing diagrams and visuals

X Not gated appropriately (or gated when shouldn't be)

Step 3: Production

With your draft complete, focus on these production steps:

→ Get feedback from someone who matches your target persona

→ Test messaging claims with real prospects if possible

→ Ensure design supports (not distracts from) the content

→ Set up tracking/analytics to measure effectiveness

Recommended Tools

Google Docs Notion Figma for diagrams

Learn From These Companies

Study how these observability platforms companies approach their marketing:

Datadog ↗

Public

Unified platform messaging, aggressive expansion into adjacent areas

Honeycomb ↗

Series C

Debug-focused, high cardinality differentiator, thought leadership

Grafana Labs ↗

Series D

Open source core, composable stack, community-driven

Related Guides

Technical Whitepaper for Other Categories

Technical Whitepaper for API Platforms Technical Whitepaper for Data Infrastructure Technical Whitepaper for Developer Tools

Other Guides for Observability Platforms

Messaging Framework for Observability Platforms Demo Video for Observability Platforms Sales Deck for Observability Platforms

← Back to Observability Platforms Marketing

Need help with your technical whitepaper?

We help observability platforms companies create marketing content that resonates with technical buyers.

Work With Us