The Rubicon Agency

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

Enterprise demand generation Event & experiential marketing Marketing resources Partner marketing Proposition development Sales enablement

When the corporate deck is a wreck

Amongst the many manifestations of content for a technology business there is one asset that can evoke a range of emotions - from frustration to fear. If content is king, surely the corporate deck should be the jewel in the crown for the field marketing or sales enablement professional. However,…

The Rubicon AgencyFebruary 26, 2017

Corporate comms Programme planning Thought leadership

Killer content for technology marketing

Somewhere between quality and quantity there’s a point at which content can be more ‘killer’ than filler’. A point at which content can fulfil its proper role as a bridge between broadcast marketing propositions and customer acquisition. Finding that point requires objectivity bordering on ruthlessness. When marketing began embracing the…

The Rubicon AgencyNovember 29, 2016

Digital lead generation Programme planning

How do you reduce noise to signal in technology marketing?

In a world where content rules the marketing roost, quality trumps quantity. However, there are too many examples of brands being guilty of marketing for marketing’s sake when a primary asset has been created. Certain assets are packed with gems of information, facts and statistics that naturally lend themselves to…

The Rubicon AgencyNovember 28, 2016

Programme planning

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

The Tech Marketer Blog

Insights, ideas and opinion from The Rubicon Agency