The Tech Marketer Blog

An over-elevated idea, with a complex set of concepts and enablement steps can alienate the key participants and contributors you need to make it happen. At this point, your thought leadership could be causing more confusion than motion.  Check out the meme, 'Avoid notion without motion’. Have you experienced thought…

The cold, lingering feeling of realising you’ve not applied it properly can ashen the face of the most seasoned digital marketer.  Check out the meme, 'Ooops, forgot the spend cap!’. Is this a sudden realisation you’ve felt?The challenges represented by ‘Ooops, forgot the spend cap!’ relate to: Digital marketers running…

This fundamental consideration (albeit sometimes reduced to a gut feel or snapshot) is missing from too many programmes, where the signals should be decoded and actioned.  The savvy teams (and agencies) tackle these perceptions head-on, threading and devoting efforts towards success. But it starts with asking the questions, and understanding…

But with a poor partner strategy, structure and management it can feel more like an exercise in crowd control.  Check out the meme 'Herding cats’. Does channel and partner marketing feel like this sometimes?The challenges represented by ‘Herding cats’ relate to: Relationship marketers charged with leading the partner down the…

But this increase in data capture is rarely echoed with a commensurate increase in resources, tools and capabilities required to convert it into meaningful, actionable, timely insights. As an industry we’re getting there, but the delta between captured data and converted insights is not narrowing quickly enough.  Check out the…

The harsh reality is that many journeys are bumpy and take more energy to navigate than they should.  Check out the meme 'Dead ends and detours’. Do your customers experience the inefficiency and distraction of a mazy journey?The challenges represented by ‘Dead ends and detours’ relate to: Marketing leaders who…

It’s at this point that the joint instincts are tested and ‘marketing telepathy’ is proven.  Check out the meme, 'Message mind-reading’. How good is joint instinct and marketing telepathy between you and your agency?The challenges represented by ‘Message mind-reading’ relate to;  Heads of Marketing who are challenged with an agency/client…

Unarguably, it makes sense to repurpose proven assets and collateral, especially when budgets are tight and partner channels are still in proof mode. But recycling doesn’t always fit with the flow, narratives and unique context of partner campaigns and engagements. It’s at this point that priming or more wholesale upcycling…

Aligning it with parallel sales motions and plays is unarguable too. But, the risks run with a 100% marketing focus on ABM initiatives are the loss of serendipity, peripheral vision and broader exploration that drives innovation.  Check out the meme, 'The ABM bandwagon’.  Have you seen too many people, projects…

The investment: emotional, time, creative, client distraction can be quite considerable. It often heads towards the $20-30k range as you overthink and overdeliver to prove your agency has the right critical skills for their challenge. It can be a tough call to take when the client cancels the very project…