The Rubicon Agency

Platforms need strong participation and purpose – an observation for platform marketing

Brands often want to influence and change the world around them – sometimes within the bounds of authenticity, and sometimes not. Tech is no different, but when it comes to platform brands, it’s perhaps more true than other segments. Platform brands are often the youthful upstarts and yesterday’s unicorns with…

The Rubicon AgencySeptember 4, 2024

Insights Our industry

Make the invisible visible – a hack for infra marketers

An Invisibility Cloak is a magical garment that renders the wearer or whatever it covers invisible – and brought to infamy in the Harry Potter film and book franchise. These cloaks are exceptionally valuable within the wizarding world as they are made from the hair of a Demiguise, a magical…

The Rubicon AgencySeptember 3, 2024

Insights Our industry The Content Spectrum

Surface and serve ‘the power of people’ – an open letter to tech services marketers

Not everyone can possess the scientific, literary or mathematical brilliance of Einstein, Wilde or Turing. Luminaries and intellectual gamechangers like these don’t come along every day. However, brilliance manifests in various ways, reflecting exceptional intelligence, talent, or skill in specific areas. Brilliant individuals think deeply, solve complex problems, and generate…

The Rubicon AgencySeptember 2, 2024

Insights Our industry The Content Spectrum The Message Elevator

Sell aspiration not anti-perspiration – a philosophy for software marketing

Imagine the scene. A TV ad for a world famous anti-perspirant, where our hero is just about to make the rock climb of their life. Picture the director, sizing the dramatic perspectives that show the peril of the route in-frame and the atmospheric shots of the climber’s preparations. Edit-in the…

The Rubicon AgencySeptember 1, 2024

Insights Our industry

Sell the impact not what’s inside – an appeal to cloud and AI marketing pros

We all know one. An inquisitive, passionate petrol head that knows the inner workings of the combustion engine. Someone who can explain the mechanics of the turbocharger, crankshaft and gearbox. They’re a great source of free education – but they can be very heavy on the minutiae you pretend to…

The Rubicon AgencySeptember 1, 2024

Insights M4 in action Our industry

Resist the urge and rise above the FUD – a plea to cybersecurity marketing

The Scream movie franchise has been a box office smash over the last 3 decades (yes, the first one was 1996!). It’s used wave after wave of dramatic storyline, unsuspecting victim and bad guy to get bums on seats. And it seems much of the cyber security market is following…

The Rubicon AgencyAugust 28, 2024

Miscellaneous Our industry

25 years of innovation and success with AT&T

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…

Lewis MillerJuly 16, 2024

Miscellaneous Our industry

The Rubicon Agency’s 25-year relationship with Cisco

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,…

The Rubicon AgencyJune 24, 2024

Miscellaneous Our industry

Series-C CMOs who hit their growth goals all know this

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…

The Rubicon AgencyApril 23, 2024

Miscellaneous Our industry Web + UX development

This secret gives the best series-B CMOs the edge

At this stage in the start-up journey, investors expect more structure and more obvious professionalism in marketing. You can no longer build your marketing effort solely or mainly around your founders and their vision. The time for scrappy, ad-hoc communications is over. Now, you need structure, not just in brand…

The Rubicon AgencyApril 23, 2024

The Tech Marketer Blog

Insights, ideas and opinion from The Rubicon Agency

Platforms need strong participation and purpose – an observation for platform marketing

Make the invisible visible – a hack for infra marketers

Surface and serve ‘the power of people’ – an open letter to tech services marketers

Sell aspiration not anti-perspiration – a philosophy for software marketing

Sell the impact not what’s inside – an appeal to cloud and AI marketing pros

Resist the urge and rise above the FUD – a plea to cybersecurity marketing

25 years of innovation and success with AT&T

The Rubicon Agency’s 25-year relationship with Cisco

Series-C CMOs who hit their growth goals all know this

This secret gives the best series-B CMOs the edge

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