Category: Technical Marketing
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Understanding the Content Marketing Matrix for Effective Strategy
Content Marketing delivery Now that we’ve established the importance of content marketing, what methods will we use to deliver our messaging to the prospect base? There are certainly many different delivery methods available, with the absolute most important one being your company’s website. However, we need to divide up the content delivery into different content…
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Content Marketing for technical products – Now more than ever!
The internet changed technical sales In the “real old days” (pre-internet), when one needed to buy something, the first thing you did was contact sales in some fashion. Whether it be walking into a brick-and-mortar store or calling up a supplier directly, you interfaced with sales first. That all changed with the internet: now, before…
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Laboratory instruments – some basic market positioning
Recently, I have been discussing product positioning with a company looking to introduce a new laboratory instrument. After a few of these conversations, an idea began to gel in my head about how to look at the lab instrumentation marketplace. I’ve always liked quadrant maps/charts, as I find them to be an effective visualization tool…
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AI – There’s something there, but don’t believe all the hype!
“AI” is hot on the “hype cycle” If you haven’t been inundated with promises, marketing hype and conspiracy theories about “artificial intelligence” recently, then you best check your pulse immediately! It’s everywhere: it’s driving your car, making us smarter and safer, taking away all our mundane tasks… or possibly taking our jobs away? If you’re…
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Read the classics (but don’t read too much!)
Some books are timeless! Over the years, I’ve run into several books that I found very helpful in making me understand the technical sales and marketing field. A couple of these are real standounts, so I call them “classics”: Crossing the Chasm by Geoffrey A. Moore Originally published in 1991 and now on it’s third…