Best practice Archives - The Rubicon Agency

Account Based Marketing Enterprise Demand Generation Partner Marketing Programme Planning Proposition Development

Aiming for a perfect pitch

The pitch may have moved on from the days when a firm handshake and a set of overhead projector slides might suffice but some fundamentals never change. With technology marketing dominated by digital ‘distance selling’, the pitch presents a unique opportunity for up-close and personal engagement with an audience sat…

The Rubicon AgencyJune 29, 2017

Enterprise Demand Generation Marketing Resources Sales Enablement

The tech case study compromise

One content asset that frequently creates frustration for technology marketers is the case study. Often, efforts to pull together real-world examples of use cases are hampered by a number of challenges. So, why do marketers need case studies and why is it worth overcoming the challenges to make them happen?…

The Rubicon AgencyJune 7, 2017

Digital Lead Generation Enterprise Demand Generation Marketing Resources Proposition Development

Vanilla technology videos

As a marketing content asset, video can be uniquely powerful and effective. But don’t assume the medium will compensate for deficiencies in the message. If the plot is thin, the characters are wooden, or the ending is disappointing, your investment in a video production could fail to see a decent…

The Rubicon AgencyMay 25, 2017

Digital Lead Generation Enterprise Demand Generation Marketing Resources Thought Leadership

White paper: white noise?

The white paper has taken on a ‘grey’ hue since it was first introduced by Winston Churchill in 1922. Apparently, business is to blame - with marketers extending its original remit whilst adding it to a growing armoury of content assets. Technology marketing can gain real advantages from including a…

The Rubicon AgencyMay 3, 2017

Tips to avoid becoming a social pariah blog header

Event & Experiential Marketing Marketing Resources

Tips to avoid becoming a social pariah in tech marketing

Have you ever started a conversation with someone at a social occasion only to realise that it’s either running out of steam; is too one-sided; or takes a turn that you or the other party is not prepared for? In technology marketing terms, that’s how social campaigns or programmes can…

The Rubicon AgencyApril 22, 2017

Digital Lead Generation Event & Experiential Marketing Marketing Resources Thought Leadership

Webinar wasteland

In the marketing cannon, webinars are an interesting proposition. On face value, it’s a great medium for a crash course on a subject which combines demos, expert opinion and commentary, coupled with the traditional PowerPoint slideware. What’s not to like? Most of us would rather voyeur at our screens for…

The Rubicon AgencyApril 10, 2017

Enterprise Demand Generation Marketing Resources Sales Enablement

Unenabled sales delivery

The road to sales nirvana is often a bumpy one. Punctuated with budgetary roadblocks and the occasional RFP speedbump means that coaxing prospects into a sale can prove problematic. Once these obstacles have been successfully negotiated, sales teams are responsible for steering prospects in the direction of choosing their companies…

The Rubicon AgencyMarch 22, 2017

Programme Planning Proposition Development Strategic Content

Avoiding the technology vision vacuum

Here’s an apocryphal story about ‘vision’. During the space race of the 1960s, a NASA employed road-sweeper was tending the rail path for the Apollo 11 rocket to reach its launch pad. He was asked what he was doing. ‘I’m putting men on the moon’, he replied. Fast forward to…

The Rubicon AgencyMarch 17, 2017

Digital Lead Generation Programme Planning

How do you reduce noise to signal in technology marketing?

In a world where content rules the marketing roost, quality trumps quantity. However, there are too many examples of brands being guilty of marketing for marketing’s sake when a primary asset has been created. Certain assets are packed with gems of information, facts and statistics that naturally lend themselves to…

The Rubicon AgencyNovember 28, 2016

Programme Planning

The medium isn’t the message

The phrase ‘you can’t judge a book by its cover’ first appeared more than 70 years ago in the thriller novel ‘Murder in the glass room’. Today, it’s a statement that could be applied to a particular aspect of technology marketing. There’s a common misconception within technology marketing that certain…

The Rubicon AgencyNovember 17, 2016

Product Marketing Programme Planning

Why speeds and feeds don’t work on a first date for technology marketing

‘Speeds and feeds’ is a phrase we often hear from tech marketers who are conscious that using technology features or technical integration language is not going to cut it with all of the influencers and decision makers in their target audience. The challenge with technology marketing content can be sheer…

The Rubicon AgencyOctober 17, 2016

Account Based Marketing Digital Lead Generation Employee Engagement Programme Planning Sales Enablement

Why technology marketing needs mojo

Somewhere between ‘influence’ and ‘sex appeal’ there’s another dictionary definition of mojo that could be applied to technology marketing: ‘A quality that attracts people to your technology and makes your product / service / solution / portfolio / brand successful and full of energy.’ Technology may be a considered purchase…

The Rubicon AgencyOctober 13, 2016

Programme Planning Sales Enablement

Five routes for implementing a content audit

So you’ve identified the fact that your content has turned feral and requires an audit in order to keep it on-point. Realising the need to action this and actually implementing it, are two completely different things. So what are your options? Head in the sand Well, the easy option and…

The Rubicon AgencySeptember 6, 2016

Content audits - sorting the wheat from the chaff

Programme Planning Sales Enablement

Why content audits sort the wheat from the chaff

Yes, we’ve all heard the expression that content is king, and that it plays a major role in influencing and even accelerating purchase decisions - especially in technology. A strategic thought leadership piece, a well-timed blog article or a disruptive webcast can all open doors to decision makers outside of…

The Rubicon AgencyAugust 9, 2016

Programme Planning Sales Enablement Strategic Content Thought Leadership

When content goes bad – the business case for auditing your collateral

Producing content is an expensive exercise - in terms of time, resource and ultimately marketing budget. So, how can you be sure your investment is delivering long term benefits? Not just initial enquiries, but much further and deeper than contact acquisition. An effective content strategy extends and strengthens customer relationships.…

The Rubicon AgencyJuly 21, 2016