The Tech Marketer Blog

It’s role in convincing customers is not as singular as it used to be, but competitive difference is still key to achieving an edge. So why is it that so many sales and marketing teams lack the ability to explain the difference clearly.  Too often they revert to replaying a…

Perhaps it’s not too surprising when it’s for a relatively new agenda of ‘customer experience’. But when that agenda influences 100% of revenues then perhaps it’s less excusable.  Check out the meme, 'Open ownership' - which side is your business? open or identified ownership?The challenges represented by ‘Open ownership’ relate…

Whilst their opinion has influence and equity for your proposition, the impact is often to restrict other crucial marketing activities.  Check out the meme, 'Analyst paralysis' - have your felt the effect of sizeable analyst payments?The challenges represented by ‘Analyst paralysis’ relate to;  Heads of Marketing Communications trying to balance…

So why are they SO hard to get mobilised and over the line? Aligning the motivations and timing of sellers, relationship owners, end-customers and approvers is a complex task that takes skill and perseverance.  How often does a case study fail because of internal inertia? Worse, how many have hours…

This is no truer than planning for display campaigns running across multiple platforms and formats. So, it’s not surprising there’s a collective ‘aggggghhh’ for tangential messages to be infused into the 15 word ad.   Check out the meme, 'Really – it's 970x250!' Sound familiar?The challenges represented by ‘Really - it’s…

These are the 3 top answers to the question posed in the meme above... supposedly the most important tool to get ahead of competitive plays. The age-old battlecard can be an extremely powerful tool for agency, marketing and sales teams alike. What better way to understand the very best, industry-tested, crafted…

The ‘art roots’ of marketing and advertising are still crucial for creating emotional success. But they now need the counterbalance of data, analytics, and AI to prove performance and inform decision-making. Pursuing emotional engagement through creative cannot now live in isolation. Similarly, insights won’t fly without the right vehicle for…

Most marketers recognise the role of the various data protection standards in achieving the right balance of value and privacy, but responsibility for the final decision is often passed around the team and stakeholders like the ticking bomb in this clip. How often has the campaign launch been delayed because…

Whatever the reason, ‘over-blending' is a pet hate of agencies and creative teams. You spend all your time crafting an approach that addresses a singular message or assertion, and the client wants it all mixed together. Now that’s not to say that all ‘fusion’ is bad – but there’s sometimes…

We’ve all been there, colleagues or clients trying to shoehorn far too much into a particular marketing asset – especially explainers. While content and creative pro’s do a great of job at distillation and reduction, sometimes there’s just too much crammed into that kitchen sink of an explainer video. Check…