The Rubicon Agency

Video focus #1: Insights and ideas for impactful tech marketing videos

Broadly speaking there are seven formats which can accommodate most tech marketing objectives. Here’s how they compare: The teaser video As the name suggests, its purpose is to draw early attention and interest to a product, service, solution, proposition, event. The teaser is usually followed by a more detailed communication with…

The Rubicon AgencyMarch 4, 2019

Account based marketing Enterprise demand generation Sales enablement

Not all Account Based Marketing is created equal

Complex propositions, long sales cycles and big customers make the tech sector a prime practitioner of Account Based Marketing (ABM). If you believe the old maxim that 80% of business comes from 20% of customers then the case for ABM grows even stronger. Whatever the actual percentages, it’s true to…

The Rubicon AgencyFebruary 18, 2019

Digital lead generation M4 in action Miscellaneous Our industry Proposition development

Fast Marketing fails: bland ingredients

When engagement assets, landing pages, outreach or conversations are simply quickfried with little culinary skill, the results can leave customers feeling hungry or, worse still, with a bad aftertaste. Like fast food, fast marketing can suffer from bland, artificial ingredients. Fast food and fast marketing may be predicated on convenience…

The Rubicon AgencyNovember 24, 2018

Digital lead generation Miscellaneous Our industry Proposition development

Fast Marketing fails: the cold take-away

This article compliments ‘McMarketing in the tech sector – Does fast marketing just create indigestion?’ When engagement assets, landing pages, outreach or conversations are simply quickfried with little culinary skill, the results can leave customers feeling hungry or, worse still, with a bad aftertaste. Like fast food, fast marketing can…

The Rubicon AgencySeptember 9, 2018

Digital lead generation Miscellaneous Our industry Proposition development

Fast Marketing fails: the all-you-can-eat buffet

When engagement assets, landing pages, outreach or conversations are simply quickfried with little culinary skill, the results can leave customers feeling hungry or, worse still, with a bad aftertaste. Like fast food, fast marketing can be served up in a number of ways. Take the all-you-can-eat buffet for example. With…

The Rubicon AgencyFebruary 2, 2018

Corporate comms Enterprise demand generation Programme planning

Is instigating a salesforce feeding frenzy so last season?

It’s often alluded that sales teams are ‘coin operated’ and the single biggest motivator are pound/dollar signs. Although this is a very large brush to tar all tech sales teams with, there are clear advantages for marketers who have a very single-minded sales arm that they need to motivate or…

The Rubicon AgencyNovember 15, 2017

Corporate comms Sales enablement

How to ensure internal adoption

Although a captive audience, the internal workforce requires a more emotive approach to changing perceptions, inspiring a following or rallying around a cause. Although a little crude, the tried and trusted method of stick and carrot does have its place in short term adoption strategy, but does it embed the…

The Rubicon AgencyNovember 15, 2017

Our industry Programme planning Proposition development Thought leadership

Dealing with disruption

To be in the tech industry is to continually be in the path of disruption. In a relatively brief period, disruption has been frequent and rapid in the tech industry - from the demise of mainframe computing to the replacement of twisted copper pairs with fibre cable and onwards to…

The Rubicon AgencyOctober 24, 2017

Brand strategy Miscellaneous Our industry Programme planning Proposition development

McMarketing in the tech sector

Like fast food, ‘fast marketing’ may appear to satisfy customers across the digital equivalent of a takeaway counter. But, with a limited menu and ingredients that may be lacking nutritional value, does it cater to the needs of marketers more than customers. Fast marketing happens when marketers are institutionally influenced…

The Rubicon AgencyOctober 23, 2017

Programme planning

Emotionless automation

Leaving things to the computers is now part and parcel of big business. Whether it’s harnessing the power of big data to gain additional customer insight, embracing IoT connectivity amongst smart devices, or moving marketing operations onto one of the many automation platforms available to streamline productivity. There can be…

The Rubicon AgencyAugust 4, 2017

The Tech Marketer Blog

Insights, ideas and opinion from The Rubicon Agency