The Rubicon Agency

Digital lead generation Enterprise demand generation Marketing resources Proposition development

Vanilla technology videos

If the plot is thin, the characters are wooden, or the ending is disappointing, your investment in a video production could fail to see a decent return at the marketing box office. Think of the technology marketing video like a film genre and you can begin to see how best…

The Rubicon AgencyMay 25, 2017

Digital lead generation Enterprise demand generation Marketing resources Thought leadership

White paper: white noise?

Technology marketing can gain real advantages from including a white paper within an integrated campaign or programme. As a content asset, it can fulfil a unique role but only if some basic rules are followed in order to avoid the white paper simply becoming ‘white noise’. A white paper shouldn’t…

The Rubicon AgencyMay 3, 2017

Tips to avoid becoming a social pariah blog header

Event & experiential marketing Marketing resources

Tips to avoid becoming a social pariah in tech marketing

In technology marketing terms, that’s how social campaigns or programmes can sometimes unfold. Take for example the campaign that bursts into the digital equivalent of a low-key cocktail evening. Wearing an outfit that screams ‘look at me’, it proceeds to work the room with the promise of scintillating conversation and…

The Rubicon AgencyApril 22, 2017

Digital lead generation Event & experiential marketing Marketing resources Thought leadership

Webinar wasteland

On face value, it’s a great medium for a crash course on a subject which combines demos, expert opinion and commentary, coupled with the traditional PowerPoint slideware. What’s not to like? Most of us would rather voyeur at our screens for an hour than trawl the internet or read white…

The Rubicon AgencyApril 10, 2017

Enterprise demand generation Marketing resources Sales enablement

Unenabled sales delivery

Once these obstacles have been successfully negotiated, sales teams are responsible for steering prospects in the direction of choosing their companies offering as opposed to the competitions. Enter the role of sales enablement materials. A well-crafted sales toolkit can deepen relationships, increase order value and accelerate the purchase process of…

The Rubicon AgencyMarch 22, 2017

Programme planning Proposition development Strategic content

Avoiding the technology vision vacuum

Fast forward to 1984 and Steve Jobs is proclaiming that ‘the world will never be the same’ with the introduction of the iMac personal computer. The importance of vision and thought leadership Vision can be a powerful marketing asset when it’s developed and applied properly. On the other hand, an…

The Rubicon AgencyMarch 17, 2017

Enterprise demand generation Event & experiential marketing Marketing resources Partner marketing Proposition development Sales enablement

When the corporate deck is a wreck

If content is king, surely the corporate deck should be the jewel in the crown for the field marketing or sales enablement professional. However, more often than not, that jewel simply fails to sparkle. Worse still, it can often be consigned to the equivalent of a ceremonial curiosity cabinet where…

The Rubicon AgencyFebruary 26, 2017

Corporate comms Programme planning Thought leadership

Killer content for technology marketing

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 power of content in the new digital age, the initial challenge seemed to be creation and curation.…

The Rubicon AgencyNovember 29, 2016

Digital lead generation Programme planning

How do you reduce noise to signal in technology marketing?

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 be reworked and repackaged. There is however, a fine line between extracting,…

The Rubicon AgencyNovember 28, 2016

Programme planning

The medium isn’t the message

There’s a common misconception within technology marketing that certain mediums will automatically fulfil a role within the buyer journey by virtue of format, title or location. However, one thing that is often overlooked is the quality and purpose of the content that’s being provided for that medium. For example, thought…

The Rubicon AgencyNovember 17, 2016

The Tech Marketer Blog

Insights, ideas and opinion from The Rubicon Agency