The Tech Marketer Blog

Launch campaigns that fail at lift-off can be caused by so many contributing factors – operational, environmental, and financial. But the damage to brands can impact careers and the standing of the marketing function within the business. Getting the campaign model, marketing and messaging is crucial to achieve orbit and…

Seed or pilot funding to prove a new approach, channel or relationship makes business sense. But, this initial intent often far exceeds the available budget. While not exclusive to the marketing business, there’s often pressure on the agency to provide extra-speculative investments to ensure project success – with the promise…

Anyone in the marketing and selling business will always want new business opportunities that are as close as possible to the sale. This is understandable – and why wouldn’t you? Expectations have been heightened in recent years with developments in intent-signalling, progressive profiling, nurturing and precision targeting. But achieving it…

Agencies – in all their forms and types – can be a very protective bunch. Sometimes their territorial and ‘creative protectionist’ instincts can cause interesting dynamics for client relationships. Often with overlapping capabilities, and with an eye on wallet-share, encouraging agencies to work together can sometimes feel like trying mix…

Design types can be a little prickly with their craft at the best of times. Being precious and (sometimes over-) protective goes with being innovative and creative. But going anywhere near the territory of Microsoft Word or Powerpoint should be at your own peril! Requests for drafts of websites, videos,…

Putting a copy draft into circulation can often feel like handing-in your homework or exam paper.  Despite all your research, preparation and considered editing about what/what not say, you’re still very conscious about how well it’s going to be received. Your reviewers are often an array of critics with varying…

Fast-to-fail efforts and ‘pivoting’ have very much become standard motions for agile marketing over the last few years. And unarguably this is good for the high-performance, adaptive marketing function. But too often, this can lead to scope creep, resource pressures and the financial fall-out of abandoned assets and activities.  Again,…

Thought leadership campaigns are a deliberately progressive and forward-looking tool – but they need to accommodate those in their delivery and customer channels.  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…

Digital campaigns are so quick to create and mobilise, none more so than search PPL. But with so many programmatic considerations for search terms, audience profiling, reach, duration and versions, it’s easy to overlook important settings such as the spend cap.  The cold, lingering feeling of realising you’ve not applied…

Marketers have many metrics for happiness and sentiment towards their brand or products. But, even with NPS scores, sentiment analysis, and advocacy ratings at hand, many tech marketers are unable to summarise how they are perceived by customers.  This fundamental consideration (albeit sometimes reduced to a gut feel or snapshot)…