The Tech Marketer Blog

It’s the very reason that you’re in business doing what you do, and the impact you bring to those around you. So, why is it that so many marketing, sales and other customer-facing professionals don’t know their company purpose or brand promise?  Check out the meme, 'WTF is our purpose???'.…

But this focus on continually feeding the pipeline brings some issues. Too frequently, poorly formed, low-quality and value-misleading content is offered at ‘top-of-funnel'. It’s time to say ‘Enough!’ Why offer a piece of gated content that’s going to underwhelm or even set expectations too high? It damages goodwill, brand perception,…

We’re marketers, so we all know the impact that great brand stewardship can have on the tech business. But, for this to work for bigger businesses at scale, you need the optimum mix of internal brand custodianship and external agency vitality. The winners and losers in our markets are often…

Roll-on the discipline that’s ABM. Quite rightly, tech businesses of all segments and sizes have either considered, piloted or deployed an ABM programme for selling their stuff over the last few years. But with this brave decision to focus effort, $$$ and resources on a select group of accounts comes…

Good luck and best wishes to the unsung heroes in product management, marketing, business development, strategy or sales enablement who are planning a SKO. You've probably been 'upping the ante' throughout December and the holiday season while your colleagues have activated the OOO. Good on you and we hope you…

If you’re improving your CX with the aid of more enhanced or comprehensive marketing, then you need to know the pathway the customer takes and the journey they experience. You’ll need to be aware of the routes, conditions, signs, diversions and occasional car crashes they need to navigate along the way.…