The Rubicon Agency

Why careful casting is critical for your video blog

Video focus #2: Why careful casting is critical for your video

Imagine the scene: your technology marketing video requires the appearance of an articulate product expert, a credible senior level spokesperson or possibly an evangelical customer. You know who you can or should call upon to do the job and, before you know it, they are in front of a camera…

The Rubicon AgencyMarch 9, 2019

Our industry Video content

New YouTube channel for The Rubicon Agency

With video content now playing an important part in the majority of technology marketing programmes, we thought it was about time that we assembled all the greatest hits of our agency in one place - and where better than YouTube. With videos across a number of genres including explainer, teaser…

The Rubicon AgencyMarch 8, 2019

Our industry Video content

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

Establishing the format for a video is the first step that makes the rest of the process easier to manage by setting expectations about purpose, content and budget. Broadly speaking there are seven formats which can accommodate most tech marketing objectives. Here’s how they compare: The teaser video As the name…

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

Fast marketing happens when marketers are institutionally influenced to choose quantity over quality, and convenience over content. 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…

The Rubicon AgencyNovember 24, 2018

Digital lead generation Miscellaneous Our industry Proposition development

Fast Marketing fails: the cold take-away

Fast marketing happens when marketers are institutionally influenced to choose quantity over quality, and convenience over content. 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…

The Rubicon AgencySeptember 9, 2018

Digital lead generation Miscellaneous Our industry Proposition development

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

Fast marketing happens when marketers are institutionally influenced to choose quantity over quality, and convenience over content. 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…

The Rubicon AgencyFebruary 2, 2018

Corporate comms Enterprise demand generation Programme planning

Is instigating a salesforce feeding frenzy so last season?

How the rules of engagement are changing. 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…

The Rubicon AgencyNovember 15, 2017

Corporate comms Sales enablement

How to ensure internal adoption

In the realm of Technology marketing, influencing internal stakeholders can be a completely different beast to marketing to external channels. 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…

The Rubicon AgencyNovember 15, 2017

Our industry Programme planning Proposition development Thought leadership

Dealing with disruption

How to be a credible disruptee in your technology market. 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…

The Rubicon AgencyOctober 24, 2017

The Tech Marketer Blog

Insights, ideas and opinion from The Rubicon Agency