The Tech Marketer Blog

If the tech business continues to grow and expand, it’ll get to a stage of maturity where it recognises the need for greater marketing control, governance and managed brand evolution. This is certainly a sign of success, but one that can cause frustration for internal project leads and their associate…

Whether it’s a white paper, executive briefing or explainer video, there’s a limit to how much content the audience will consume. In response, we’ve a collective desire to reduce the messages to the minimum of what’s required. But sometimes the desire to keep the white paper to 4 pages, video…

When the campaign outreach is nearing set-up, trafficking and activation, this is often the time for the vendor to provide the agency with the customer data – either for direct marketing, look-a-like or contact augmentation. Also, it’s often the case for the task to be deferred to multiple stakeholders –…

Depending on your team collaboration model, the responsibility for setting-up and testing campaign tracking can be split across individuals and functions. And with campaign analytics available across so many touchpoints through the digital journey, it’s not surprising that the ‘pixel’ ball is dropped occasionally. Just make sure it’s not a…

Reducing external agency spend is a completely understandable imperative. Especially for tech business who are in the early days of creating sustainable revenue and whose funding needs to stretch a long way. But the skill-set and decision-making logic should be questioned when the client decides to use the internal web…

For smaller, early-stage vendors with propositions that are highly scalable and globally relevant in their nature, a partner channel can seem a natural extension. It’s likely that some success has come from a channel already – either formally or informally. The challenge comes with making it happen, at-scale, on-budget, and…

For vendors in many tech segments, the pandemic has boosted success with accelerated adoption cycles and shortened decision times. For others, it has throttled growth because of supply chain and budget disruption. It’s a similar story for their business clients too. So, recognising the impact of COVID-19 is key –…

Launch campaigns that fail at lift-off can be caused by so many contributing factors – operational, environmental, and financial. But the damage to brands can impact careers and the standing of the marketing function within the business. Getting the campaign model, marketing and messaging is crucial to achieve orbit and…

Seed or pilot funding to prove a new approach, channel or relationship makes business sense. But, this initial intent often far exceeds the available budget. While not exclusive to the marketing business, there’s often pressure on the agency to provide extra-speculative investments to ensure project success – with the promise…

Anyone in the marketing and selling business will always want new business opportunities that are as close as possible to the sale. This is understandable – and why wouldn’t you? Expectations have been heightened in recent years with developments in intent-signalling, progressive profiling, nurturing and precision targeting. But achieving it…