The Tech Marketer Blog

The power of the crowd can increase coverage, quality and depth – and with channel partners this can be a really good thing.  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…

As marketers, we’re now tracking more journeys, signals, consumption, interaction and exploration than ever before. That brings a HUGE amount of data and analytics to our fingertips. But this increase in data capture is rarely echoed with a commensurate increase in resources, tools and capabilities required to convert it into…

If you mapped the efficiency of your buyer journeys, how would your business score? Are they intuitive, frictionless and progressively valuable? Do they deliver the right information, through the right channels, in the right form at the right time? Can the buyer control the speed – up or down? The…

The agency + client relationship benefits massively from mutual chemistry and understanding, together with a shared vision. But often the agency is charged with building key points of view for the client – and sometimes these viewpoints are nascent or emerging. It’s at this point that the joint instincts are…

Partner and channel marketing can sometimes suffer from ‘Second hand marketing’ - having to contend with content ‘hand-me-downs’ from corporate or product marketing. 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…

The premise of focusing marketing resource and investment on target accounts makes HUGE sense. 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. …

In business, the proverbial goalposts are always prone to move. We all know that. But, when an RFI is followed by an RFP, shortlist and award process that’s followed by a budget withdrawal or corporate U-turn, that’s something else. The investment: emotional, time, creative, client distraction can be quite considerable.…

The good-old USP is one of those ‘go to’ statements for tech sales and marketing pros – and has been for a few decades now. 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…

Lack of ownership has (and always will) crop up in any B2B marketing environment. 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…

Commissioning analyst work is like going to the dentist. You know you need their help – and their expert opinion is (begrudgingly) right for your medium and long-term health. But the immediate costs can be a bit of a sting and sometimes feel like self-bankruptcy. Whilst their opinion has influence…