The Tech Marketer Blog

The premise of focusing marketing resource and investment on target accounts makes HUGE sense. Aligning it with parallel sales motions and plays is unarguable too. But, the risks run with a 100% marketing focus on ABM initiatives are the loss of serendipity, peripheral vision and broader exploration that drives innovation. …

In business, the proverbial goalposts are always prone to move. We all know that. But, when an RFI is followed by an RFP, shortlist and award process that’s followed by a budget withdrawal or corporate U-turn, that’s something else. The investment: emotional, time, creative, client distraction can be quite considerable.…

The good-old USP is one of those ‘go to’ statements for tech sales and marketing pros – and has been for a few decades now. It’s role in convincing customers is not as singular as it used to be, but competitive difference is still key to achieving an edge. So…

Lack of ownership has (and always will) crop up in any B2B marketing environment. Perhaps it’s not too surprising when it’s for a relatively new agenda of ‘customer experience’. But when that agenda influences 100% of revenues then perhaps it’s less excusable.  Check out the meme, 'Open ownership' - which…

Commissioning analyst work is like going to the dentist. You know you need their help – and their expert opinion is (begrudgingly) right for your medium and long-term health. But the immediate costs can be a bit of a sting and sometimes feel like self-bankruptcy. Whilst their opinion has influence…

Case studies – what better way to substantiate a track record and success. They’re roundly recognised as playing an influential role in the marketing and selling process. So why are they SO hard to get mobilised and over the line? Aligning the motivations and timing of sellers, relationship owners, end-customers…

As marketers, we’re used to the art of distillation – applying the powers of verbal and visual compression to reduce, reduce, and reduce message. This is no truer than planning for display campaigns running across multiple platforms and formats. So, it’s not surprising there’s a collective ‘aggggghhh’ for tangential messages…

‘Now where are they?’ ‘They’re not fully finished or current’ ‘They were written by Product’. These are the 3 top answers to the question posed in the meme above... supposedly the most important tool to get ahead of competitive plays. The age-old battlecard can be an extremely powerful tool for agency,…

The current era for marketing needs to find the right balance of art and science. The ‘art roots’ of marketing and advertising are still crucial for creating emotional success. But they now need the counterbalance of data, analytics, and AI to prove performance and inform decision-making. Pursuing emotional engagement through…

‘Is the data compliant?’ There’s rarely a question more guaranteed to stop the client in their tracks as they head towards the campaign launch. Most marketers recognise the role of the various data protection standards in achieving the right balance of value and privacy, but responsibility for the final decision…