Programme Planning Archives - The Rubicon Agency

Employee Engagement Enterprise Demand Generation Programme Planning

Is instigating a salesforce feeding frenzy so last season?

How the rules of engagement are changing. It’s often alluded that sales teams are ‘coin operated’ and the single biggest motivator are pound/dollar signs. Although this is a very large brush to tar all tech sales teams with, there are clear advantages for marketers who have a very single-minded sales…

The Rubicon AgencyNovember 15, 2017

Our Industry Programme Planning Proposition Development Thought Leadership

Dealing with disruption

How to be a credible disruptee in your technology market. To be in the tech industry is to continually be in the path of disruption. In a relatively brief period, disruption has been frequent and rapid in the tech industry - from the demise of mainframe computing to the replacement…

The Rubicon AgencyOctober 24, 2017

Brand Strategy Miscellaneous Our Industry Programme Planning Proposition Development

McMarketing in the tech sector

Does fast marketing simply create customer indigestion? Like fast food, ‘fast marketing’ may appear to satisfy customers across the digital equivalent of a takeaway counter. But, with a limited menu and ingredients that may be lacking nutritional value, does it cater to the needs of marketers more than customers. Fast…

The Rubicon AgencyOctober 23, 2017

Programme Planning

Emotionless automation

Like a scene from James Cameron’s Terminator, the machines are slowly but surely taking over the world of marketing. Thankfully, unlike the movie, we’re not quite at the post-apocalyptic state. Leaving things to the computers is now part and parcel of big business. Whether it’s harnessing the power of big…

The Rubicon AgencyAugust 4, 2017

Account Based Marketing Enterprise Demand Generation Partner Marketing Programme Planning Proposition Development

Aiming for a perfect pitch

The pitch may have moved on from the days when a firm handshake and a set of overhead projector slides might suffice but some fundamentals never change. With technology marketing dominated by digital ‘distance selling’, the pitch presents a unique opportunity for up-close and personal engagement with an audience sat…

The Rubicon AgencyJune 29, 2017

Programme Planning Proposition Development Strategic Content

Avoiding the technology vision vacuum

Here’s an apocryphal story about ‘vision’. During the space race of the 1960s, a NASA employed road-sweeper was tending the rail path for the Apollo 11 rocket to reach its launch pad. He was asked what he was doing. ‘I’m putting men on the moon’, he replied. Fast forward to…

The Rubicon AgencyMarch 17, 2017

Employee Engagement Programme Planning Thought Leadership

Killer content for technology marketing

Somewhere between quality and quantity there’s a point at which content can be more ‘killer’ than filler’. A point at which content can fulfil its proper role as a bridge between broadcast marketing propositions and customer acquisition. Finding that point requires objectivity bordering on ruthlessness. When marketing began embracing the…

The Rubicon AgencyNovember 29, 2016

Digital Lead Generation Programme Planning

How do you reduce noise to signal in technology marketing?

In a world where content rules the marketing roost, quality trumps quantity. However, there are too many examples of brands being guilty of marketing for marketing’s sake when a primary asset has been created. Certain assets are packed with gems of information, facts and statistics that naturally lend themselves to…

The Rubicon AgencyNovember 28, 2016

Programme Planning

The medium isn’t the message

The phrase ‘you can’t judge a book by its cover’ first appeared more than 70 years ago in the thriller novel ‘Murder in the glass room’. Today, it’s a statement that could be applied to a particular aspect of technology marketing. There’s a common misconception within technology marketing that certain…

The Rubicon AgencyNovember 17, 2016

Product Marketing Programme Planning

Why speeds and feeds don’t work on a first date for technology marketing

‘Speeds and feeds’ is a phrase we often hear from tech marketers who are conscious that using technology features or technical integration language is not going to cut it with all of the influencers and decision makers in their target audience. The challenge with technology marketing content can be sheer…

The Rubicon AgencyOctober 17, 2016

Account Based Marketing Digital Lead Generation Employee Engagement Programme Planning Sales Enablement

Why technology marketing needs mojo

Somewhere between ‘influence’ and ‘sex appeal’ there’s another dictionary definition of mojo that could be applied to technology marketing: ‘A quality that attracts people to your technology and makes your product / service / solution / portfolio / brand successful and full of energy.’ Technology may be a considered purchase…

The Rubicon AgencyOctober 13, 2016

Programme Planning Sales Enablement

Five routes for implementing a content audit

So you’ve identified the fact that your content has turned feral and requires an audit in order to keep it on-point. Realising the need to action this and actually implementing it, are two completely different things. So what are your options? Head in the sand Well, the easy option and…

The Rubicon AgencySeptember 6, 2016

Content audits - sorting the wheat from the chaff

Programme Planning Sales Enablement

Why content audits sort the wheat from the chaff

Yes, we’ve all heard the expression that content is king, and that it plays a major role in influencing and even accelerating purchase decisions - especially in technology. A strategic thought leadership piece, a well-timed blog article or a disruptive webcast can all open doors to decision makers outside of…

The Rubicon AgencyAugust 9, 2016

Programme Planning Sales Enablement Strategic Content Thought Leadership

When content goes bad – the business case for auditing your collateral

Producing content is an expensive exercise - in terms of time, resource and ultimately marketing budget. So, how can you be sure your investment is delivering long term benefits? Not just initial enquiries, but much further and deeper than contact acquisition. An effective content strategy extends and strengthens customer relationships.…

The Rubicon AgencyJuly 21, 2016

Brand Strategy Disruptive Technology Market Development Programme Planning Thought Leadership

Map, message and migrate – the path to disruption

It’s true that each of the ‘3 Degrees of Disruption’ (covered in a previous blog article) will cause waves of discontent with traditional users, value chains and routes to market. But ultimately, their ‘value creation’ needs to outweigh the ‘value erosion’. There’s a multiple of indices to this value –…

The Rubicon AgencyMay 28, 2015