The Tech Marketer Blog

We’ve come a long way since launching the AT&T MPLS capability in EMEA 25 years ago. At that time - due to the millennium bug - the IT function was mid-planning for tech meltdown and business was thinking about social Armageddon.   Way back in 1999 (yes, the previous century), AT&T…

There seems to be a poetic symmetry to Cisco’s claims of accelerating internet uptake 25 years ago – and their current campaign claiming that 80% of traffic runs through their infrastructure. Not only were we supporting them back then, but we continue to do so even now. In 1999 Cisco,…

They need to rapidly professionalise the company’s marketing, branding and communications, bringing them up to corporate standards. They need to show that they have achieved the goals set at the last funding round. And that they have the expertise, the series-C marketing strategy, the technology and skills to achieve the…

Little wonder that these small, incredibly dedicated teams who are already overworked with the task of turning an idea into a business, don’t have time for marketing.  But understandable as it might be, neglecting marketing is a problem for start-ups. It’s a barrier to growth and it makes them look…

As tech marketers, we’ve all embarked on projects and tasks that have been green-lighted by management and leadership – only to be broadsided later with budget re-assignment or withdrawal. The rapidly changing conditions of the last couple of years have only increased these events. But the emotional investment in the…

But efforts to distil are often followed with efforts to expand – especially in product marketing. Here there’s an instinctive desire to cover everything that a technology is, does, achieves, costs and impacts. And inevitably this ends up being quite a body of content – not all of which is…