The Tech Marketer Blog

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…

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…