The Tech Marketer Blog

Most marketers recognise the role of the various data protection standards in achieving the right balance of value and privacy, but responsibility for the final decision is often passed around the team and stakeholders like the ticking bomb in this clip. How often has the campaign launch been delayed because…

Whatever the reason, ‘over-blending' is a pet hate of agencies and creative teams. You spend all your time crafting an approach that addresses a singular message or assertion, and the client wants it all mixed together. Now that’s not to say that all ‘fusion’ is bad – but there’s sometimes…

We’ve all been there, colleagues or clients trying to shoehorn far too much into a particular marketing asset – especially explainers. While content and creative pro’s do a great of job at distillation and reduction, sometimes there’s just too much crammed into that kitchen sink of an explainer video. Check…

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.…