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Geeks calling the marketing shots blog header

Corporate comms Miscellaneous Our industry

Are the geeks now calling the marketing shots?

Historically, marketers hail back to the golden age of advertising, versed in the art of creativity, punchy headlines and establishing product USPs. The stack ‘em high, sell ‘em cheap philosophy of the early 20th Century spilled into the world of marketing as brands competed for market share. The next wave…

The Rubicon AgencyJuly 12, 2017

Account based marketing Enterprise demand generation Partner marketing Programme planning Proposition development

Aiming for a perfect pitch

With technology marketing dominated by digital ‘distance selling’, the pitch presents a unique opportunity for up-close and personal engagement with an audience sat within the sales funnel. The pitch is the equivalent of a live stage performance; an opportunity to wow an audience by feeding off the unique energy that…

The Rubicon AgencyJune 29, 2017

Enterprise demand generation Marketing resources Sales enablement

The tech case study compromise

So, why do marketers need case studies and why is it worth overcoming the challenges to make them happen? Case studies can be ‘killer’ content for tech marketers. For sceptical business and technical decision makers they provide the evidence that backs up sales and marketing claims. For sales teams, case…

The Rubicon AgencyJune 7, 2017

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

The Tech Marketer Blog

Insights, ideas and opinion from The Rubicon Agency