The Rubicon Agency

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

Geeks calling the marketing shots blog header

Corporate comms Miscellaneous Our industry

Are the geeks now calling the marketing shots?

Information and insight has been widely recognised as the new oil within organisations, but has this movement towards ‘big data’ led to an evolution in the DNA of the modern marketer? Historically, marketers hail back to the golden age of advertising, versed in the art of creativity, punchy headlines and…

The Rubicon AgencyJuly 12, 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

Enterprise demand generation Marketing resources Sales enablement

The tech case study compromise

One content asset that frequently creates frustration for technology marketers is the case study. Often, efforts to pull together real-world examples of use cases are hampered by a number of challenges. So, why do marketers need case studies and why is it worth overcoming the challenges to make them happen?…

The Rubicon AgencyJune 7, 2017

Digital lead generation Enterprise demand generation Marketing resources Proposition development

Vanilla technology videos

As a marketing content asset, video can be uniquely powerful and effective. But don’t assume the medium will compensate for deficiencies in the message. 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…

The Rubicon AgencyMay 25, 2017

Digital lead generation Enterprise demand generation Marketing resources Thought leadership

White paper: white noise?

The white paper has taken on a ‘grey’ hue since it was first introduced by Winston Churchill in 1922. Apparently, business is to blame - with marketers extending its original remit whilst adding it to a growing armoury of content assets. Technology marketing can gain real advantages from including a…

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

Have you ever started a conversation with someone at a social occasion only to realise that it’s either running out of steam; is too one-sided; or takes a turn that you or the other party is not prepared for? In technology marketing terms, that’s how social campaigns or programmes can…

The Rubicon AgencyApril 22, 2017

Digital lead generation Event & experiential marketing Marketing resources Thought leadership

Webinar wasteland

In the marketing cannon, webinars are an interesting proposition. 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…

The Rubicon AgencyApril 10, 2017

Enterprise demand generation Marketing resources Sales enablement

Unenabled sales delivery

The road to sales nirvana is often a bumpy one. Punctuated with budgetary roadblocks and the occasional RFP speedbump means that coaxing prospects into a sale can prove problematic. Once these obstacles have been successfully negotiated, sales teams are responsible for steering prospects in the direction of choosing their companies…

The Rubicon AgencyMarch 22, 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

The Tech Marketer Blog

Insights, ideas and opinion from The Rubicon Agency