The Tech Marketer Blog

The current era for marketing needs to find the right balance of art and science. 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…

‘Is the data compliant?’ There’s rarely a question more guaranteed to stop the client in their tracks as they head towards the campaign launch. 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…

Lack of decisiveness? Possibly. Being too polite? Maybe. 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…

‘And another thing...’ ‘Could you just add....’ 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…

No, it’s not your value proposition. No, it’s not your difference, It’s not even your USP or the portfolio of what you sell. 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…

We all know about the rise of content over the last few years - and we’ve always recognised the importance of the marketing required for all stages of the funnel. But this focus on continually feeding the pipeline brings some issues. Too frequently, poorly formed, low-quality and value-misleading content is…

There’s nothing like the ‘creative friction’ of the agency doing battle with ‘Team Brand’ 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…

I bet ABM has cropped-up in your marketing planning. Has it had this response? 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…

Upcoming sales kick-off? Does this sound familiar? 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.…

Planning a content journey or proposition cascade? 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…