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Culture

Allowing Customers To Know What It’s Like To Work With You

July 25, 2017 - Business Psychology, Marketing

When we engage with each other, our perceptions and previous interactions are key. During your day, say you just left a conversation with someone in a sour mood. Your second encounter may not start off well. In our lives, we tend to hold those closest…

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selling into businesses

Selling to Scientists and Engineers: B2B or B2C?

July 13, 2017 - Marketing

A Case Study: The Consumerization of Scientific Instruments I have always classified my marketing activities as business to business (B2B), because I have always created materials for selling into what on their face look like businesses. Scientific equipment sold into scientists’ labs. Software-as-a-service sold for…

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Beneath the Hoodie: The Challenge of Security Documentation

July 6, 2017 - Marketing

Technical documentation is a critical pillar to the success of the modern product company, yet it commonly falls short of the level of quality required to assist users and engage the vendor’s customer community. While this shortfall seems relatively insignificant, a lack of quality documentation…

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Quuu

Killing it with Quuu

June 20, 2017 - influencer management, Influencer marketing, Marketing

Using Quuu to Promote Content Your social presence is important. You already know that. These days, the number of tools available to support it is tremendous. Quuu may be just another tool, but for us, it has proven to be uniquely valuable to our business….

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modern marketing techniques

Beneath the Hoodie—How Effective Marketing Can Help Prevent Ransomware

May 25, 2017 - Content Marketing, Marketing

As the world continues to feel the impact of the latest ransomware attack, cleverly coined WannaCry, this is an excellent time to reflect on a systemic approach to combating these types of attacks. Ransomware is not new. At its core, WannaCry exhibits both traditional and…

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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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Freelancers

The Influencer Whisperer: Keeping Freelancers Engaged – The Ultimate Challenge

March 23, 2017 - influencer content marketing, influencer management, Influencer marketing, Marketing, The Influencer Whisperer

As someone who both freelances and manages a network of freelancers, I think I have a good grasp of the pros and cons of working with them. Here’s one of the biggest cons: If left to their own devices, freelancers have a tendency to drift…

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Illustration showing piece of pie analogy for how to calculate share of voice

How to Calculate Share of Voice

March 15, 2017 - Analytics, Content Marketing, Influencer marketing, Marketing, Metrics, Share of voice

What is Share of Voice, and how do you measure it? All your marketing creativity has to be harnessed for one thing—revenue. In saturated markets, that’s not easy. You have to build a relationship with the market with practices like influencer marketing. It takes a…

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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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PR Agencies

How to pick a PR agency for your tech startup

November 17, 2016 - Marketing, Startups

PR activities are not reserved for large businesses with an already established brand. PR agencies can help any business gain exposure and set a PR strategy into motion. But they are expensive, and for a tech startup, there are additional factors you should consider. When…

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