The Tech Marketer Blog

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…

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)…

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. …