Miscellaneous

Of all the 50 memes produced so far, this is likely to be the one that’s affected everyone. As tech marketers, we’ve all embarked on projects and tasks that have been green-lighted by management and leadership – only to be broadsided later with budget re-assignment or withdrawal. The rapidly changing…

In tech marketing we need to ensure the service, product or solution we’re pushing addresses the needs of the market. It’s sales and marketing 101. But how well do marketers know their customers – and how many could recite the top 5 challenges that customers are currently facing? Furthermore, how…

In the realm of creating content, we’d all agree that ‘less is more’. At least in principle. But efforts to distil are often followed with efforts to expand – especially in product marketing. Here there’s an instinctive desire to cover everything that a technology is, does, achieves, costs and impacts.…

Securing the prospects email address is the gateway to sustained, informed marketing. Well, it should be. And despite the growth in social, it’s still the preferred channel for many marketers seeking cost-efficient communications and marketing. But over-reliance on this one channel with blunt, excessive touches can damage attention and relevance…

The advantages of using a particular product or solution often boil down to a trusty set of benefits. Agility. Flexibility. Scalability. Sustainability. Blah blah. We’ve all been there. And at the purest level this may be true. But we need to make sure these well-trodden values feel real, current and…

There’s no argument that the array of mar-tech tools has massively increased the creativity and control of the marketing function. And many take quite a slice of the budget, so need to be adopted wholeheartedly to prove their ROI. But when planning a programme or campaign, the process should start…

Data and facts can provide great context for understanding opportunity, status and propensity. And for marketers and sellers, this is the fuel we need to do our jobs. But an overdose by the insights team, or a lack of translation from ‘digits to directions’ can leave any sales and marketing…

The efficiency and ease to mobilise a webinar these days is great. The focus then moves to the promotion to get the audience into the event. That’s where the problems can sometimes start, when corporate databases, contact networks and paid media efforts fail to drive the right attendance in the…

We’ve all gorged on content to the point of excess - whether it’s on YouTube, TED or a streaming service. It’s easy to understand why marketers seek a similar level of consumption and engagement. But creating swathes of low quality, gated, click-bait content to elicit high volumes of ‘leads’ doesn’t…

You’ve spent ages (let alone $$$) crafting the campaign and assets to cut-through. Then, you’ve proven that success wasn’t a lucky break as you’ve got data to prove the audience is continuing to show an interest and engage with your content. You think it’s time to plug-in sales. They think…

If the tech business continues to grow and expand, it’ll get to a stage of maturity where it recognises the need for greater marketing control, governance and managed brand evolution. This is certainly a sign of success, but one that can cause frustration for internal project leads and their associate…

Whether it’s a white paper, executive briefing or explainer video, there’s a limit to how much content the audience will consume. In response, we’ve a collective desire to reduce the messages to the minimum of what’s required. But sometimes the desire to keep the white paper to 4 pages, video…

When the campaign outreach is nearing set-up, trafficking and activation, this is often the time for the vendor to provide the agency with the customer data – either for direct marketing, look-a-like or contact augmentation. Also, it’s often the case for the task to be deferred to multiple stakeholders –…

Depending on your team collaboration model, the responsibility for setting-up and testing campaign tracking can be split across individuals and functions. And with campaign analytics available across so many touchpoints through the digital journey, it’s not surprising that the ‘pixel’ ball is dropped occasionally. Just make sure it’s not a…

Reducing external agency spend is a completely understandable imperative. Especially for tech business who are in the early days of creating sustainable revenue and whose funding needs to stretch a long way. But the skill-set and decision-making logic should be questioned when the client decides to use the internal web…