“We’re ending our marketing agency relationships and moving all creative, web dev, and email in-house.” That’s a bold statement from a founder. A couple marketing agency types agreed, saying their model is build, refine, then hand it over. But is either-or the only choice? Or even the right ...
Choosing Wireless Protocols for Consumer IoT Devices in 2020
Startups building IoT device hardware face many decisions. Choosing wireless protocols for consumer IoT devices is a big one. Weighing use cases and technical factors is important, but startups can live or die with market adoption of technology in a device. Poor choices can lead to failed products a...
Content Strategy Loops Keep Things Flowing
A strong brand foundation is essential for digital marketing success. Does keeping content cohesive and on-brand mean limiting topics you can write about? Pounding a handful of the same topics over and over bores audiences and creates SEO issues. Content factoring in SEO, social media, and analytics...
Building Awareness One Person at a Time
If your tech firm is new, or is entering a new category, you’re anxious to start lead generation. In my experience, before launching any B2B lead generation efforts, building awareness comes first. With limited awareness, even a great digital marketing campaign asking a person to do something impo...
Competitive Analysis Sets Up Messaging
Excellent digital marketing strategies build on strong messaging. Aligning what people are looking for, what motivates them to action, and what a company says across all media is essential. Competitive analysis helps calibrate SEO, content marketing, and social media activities through consistent, p...
Marketing Arcs for Sales Alignment
Continuous marketing and sales alignment should always be the goal for B2B marketing, right? Not at all. A mentor once shared this with me: “Sales is selling what you have. Marketing is having what you can sell.” Successful marketers make those two statements align at critical points in time –...
Aligning with a Fractional Strategist
image courtesy Pragmatic Institute Welcome to our B2BTechStrat Blog, where we’ll share ideas to help your high-tech firm or digital agency grow with professionally developed strategy. We’re a new company, but we’ve been working in B2B marketing for nearly three decades. You’ll see us write a...