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practitioner marketing

What the Photon! The Power of Nerd Cursing in Practitioner Marketing

September 19, 2017 - Content Marketing, influencer content marketing

Who would advocate something as silly as nerd cursing in practitioner marketing? I humbly take that bow. Content marketing is not just messaging. Content marketing is a tool used to create a relationship with your customer. Practitioner marketing deploys content created by a practitioner, using…

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content marketing application

Marketing Tech: How AI Applies to Small Data

September 6, 2017 - Marketing, Technology

As the world adopts more AI, phrases like deep learning, machine learning, neural networks, and Big Data have started to become more common in general discourse. The efficacy and value of leveraging predictive algorithms to accomplish tasks across very large data sets and within complex…

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buyer's journey

Beneath the Hoodie—The CIO Buyer’s Journey

May 16, 2017 - Marketing

Getting the attention of the CIO is hard. And it takes more than airport ads, right? Vendors spin their wheels and fall into traps when attempting to convince a CIO to consider their products or offerings. Marketers are observing the ever-increasing need to adapt their…

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CIO

Beneath the Hoodie—Marketing SaaS to the CIO

April 11, 2017 - Influencer marketing

Today’s CIO faces some significant challenges in order to safeguard the information integrity of his or her organization. A CIO not only faces external threats to data, but also observes a growing landscape of devices and users who demand higher access privileges to data in…

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Technical startups

Marketing for a tech startup? You have a target on your back.

November 30, 2016 - Marketing, Startups

Joining the startup community is exciting. Even more exciting is being able to execute in such a knee-jerk environment. Technical startups are often founded by technical people—People who don’t have a lot of marketing experience, but they know they need it. And when pressured by…

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image of excitement for product value add

“Product Value Add, Value Has, and Brand”

July 26, 2016 - Marketing

More than just business-speak The language scolds get annoyed with business-speak like value add/ adds value. I’ll admit it, I started researching this idea with this screed-like thesis: namely, that we should be talking about our products/ companies in terms of “has value” not “adds…

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Influencer Marketing in Tech:  I-Way or the Highway

May 26, 2016 - Marketing

It’s tempting to begin with a definition of influencer marketing, but what‘s really driving this marketing strategy is the customer. So what do we know about the high tech market segment? Tech souls are more than skeptical when it comes to receiving product information when…

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Doing Content Marketing in the Tech Space? – You Need Subject Matter Experts, Pronto

September 25, 2015 - Marketing

Raise your hand if you have this problem: You’re smart. You know how to research. You know how to write. But guess what? Subject matter experts in the Internet of Clouds in SaaScurity DevIDK know you’re not. And that’s probably because you don’t have a…

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The Continuing Marketing Revolution

December 28, 2014 - Marketing

They say the only constant in life is change, and nowhere is this—admittedly somewhat tired—aphorism more true than in business and marketing. Learning, adapting and taking risks are an integral part of successful marketing. While there will always be some static truths, more often than…

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Is Growth Hacking Right For Your Business?

September 15, 2014 - Marketing

There are few modern marketing practices that have been as revolutionary as growth hacking. With internet marketing constantly being challenged to achieve more, especially at startups with little money and even less marketing experience, growth hacking has quickly become an inexpensive and effective way to…

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