The Tech Marketer Blog

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…

Well, it should be. And despite the growth in social, it’s still the preferred channel for many marketers seeking cost-efficient communications and marketing. But over-reliance on this one channel with blunt, excessive touches can damage attention and relevance – even if the prospect doesn’t opt-out.  Check out the meme, ‘Inbox…

And at the purest level this may be true. But we need to make sure these well-trodden values feel real, current and authentic for the new proposition at hand – and not a recycling of the same old same old. Check out the meme, ‘Proposition fatigue’. Have you seen experienced…

But when planning a programme or campaign, the process should start (and be led) by the challenge, intent and objectives – not tools to support the achievement of the task. Check out the meme, ‘When toys rule the roost’. Have you seen too much love for mar-tech, and not enough…

But an overdose by the insights team, or a lack of translation from ‘digits to directions’ can leave any sales and marketing pro feeling a little overcome and snow-blind. Check out the meme, ‘Fact flooding’. Have you experienced the side-effects of data overload?  This post is 1:50 from #WhenTheAgency, a…

The focus then moves to the promotion to get the audience into the event. That’s where the problems can sometimes start, when corporate databases, contact networks and paid media efforts fail to drive the right attendance in the time allowed.  Check out the meme, ‘Audience AWOL’. Have you suffered from…

It’s easy to understand why marketers seek a similar level of consumption and engagement. But creating swathes of low quality, gated, click-bait content to elicit high volumes of ‘leads’ doesn’t help anyone. Customer can feel swindled, and SDRs suffer from poor response rates when they reach out.  Check out the…

You think it’s time to plug-in sales. They think it’s time to clock-out. Check out the meme, 'Insights inertia’. Have you experienced the blank stare?  The challenges represented by ‘Insights inertia!’ relate to: Integrated marketing managers who have shaped campaigns to drive demand and sustain interest Campaign leads who interface…