The Rubicon Agency

The medium isn’t the message

The phrase ‘you can’t judge a book by its cover’ first appeared more than 70 years ago in the thriller novel ‘Murder in the glass room’. Today, it’s a statement that could be applied to a particular aspect of technology marketing. There’s a common misconception within technology marketing that certain…

The Rubicon AgencyNovember 17, 2016

Product marketing Programme planning

Why speeds and feeds don’t work on a first date for technology marketing

‘Speeds and feeds’ is a phrase we often hear from tech marketers who are conscious that using technology features or technical integration language is not going to cut it with all of the influencers and decision makers in their target audience. The challenge with technology marketing content can be sheer…

The Rubicon AgencyOctober 17, 2016

Account based marketing Corporate comms Digital lead generation Programme planning Sales enablement

Why technology marketing needs mojo

Somewhere between ‘influence’ and ‘sex appeal’ there’s another dictionary definition of mojo that could be applied to technology marketing: ‘A quality that attracts people to your technology and makes your product / service / solution / portfolio / brand successful and full of energy.’ Technology may be a considered purchase…

The Rubicon AgencyOctober 13, 2016

Programme planning Sales enablement

Five routes for implementing a content audit

So you’ve identified the fact that your content has turned feral and requires an audit in order to keep it on-point. Realising the need to action this and actually implementing it, are two completely different things. So what are your options? Head in the sand Well, the easy option and…

The Rubicon AgencySeptember 6, 2016

Content audits - sorting the wheat from the chaff

Programme planning Sales enablement

Why content audits sort the wheat from the chaff

Yes, we’ve all heard the expression that content is king, and that it plays a major role in influencing and even accelerating purchase decisions - especially in technology. A strategic thought leadership piece, a well-timed blog article or a disruptive webcast can all open doors to decision makers outside of…

The Rubicon AgencyAugust 9, 2016

Programme planning Sales enablement Strategic content Thought leadership

When content goes bad – the business case for auditing your collateral

Producing content is an expensive exercise - in terms of time, resource and ultimately marketing budget. So, how can you be sure your investment is delivering long term benefits? Not just initial enquiries, but much further and deeper than contact acquisition. An effective content strategy extends and strengthens customer relationships.…

The Rubicon AgencyJuly 21, 2016

Our industry Thought leadership

Lessons from history for (disruptive) tech marketers

Take a look back at the early days of technology marketing and you’ll discover a rich seam of material for amusement. However, what might have passed for legal, decent and truthful may have been guilty of committing other crimes. In the early 80s, print advertising was still a dominant media.…

The Rubicon AgencyAugust 26, 2015

Our industry Thought leadership

Map of technology disruption

Disruptive technologies don’t just displace sustaining technologies, they can also unsettle or displace customer, partner and channel relationships and even business models. Take a look at our Map of Technology Disruption infographic below and you’ll see plenty of examples of technology disruptions that combined with other factors to offer ‘disruptive…

The Rubicon AgencyAugust 12, 2015

Disruptive technology Market development Our industry Thought leadership

Technology markets don’t buy disruption

In the world of technology, new or better doesn’t necessarily mean disruptive. Unless ‘new’ means revolutionary and ‘better’ means businesses and markets have to think or behave differently, then it’s not true disruption. Do an online search for ‘disruptive technology’ or ‘disruptive innovation’ and you’ll see they stir up discussion…

The Rubicon AgencyJune 2, 2015

Brand strategy Disruptive technology Market development Programme planning Thought leadership

Map, message and migrate – the path to disruption

It’s true that each of the ‘3 Degrees of Disruption’ will cause waves of discontent with traditional users, value chains and routes to market. But ultimately, their ‘value creation’ needs to outweigh the ‘value erosion’. There’s a multiple of indices to this value – with wealth/prosperity, employment, competitiveness, innovation, sustainability and…

The Rubicon AgencyMay 28, 2015

The Tech Marketer Blog

Insights, ideas and opinion from The Rubicon Agency