The Rubicon Agency

How to ensure internal adoption

In the realm of Technology marketing, influencing internal stakeholders can be a completely different beast to marketing to external channels. Although a captive audience, the internal workforce requires a more emotive approach to changing perceptions, inspiring a following or rallying around a cause. Although a little crude, the tried and…

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

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

The Tech Marketer Blog

Insights, ideas and opinion from The Rubicon Agency