Successful Supply Chain Selling: Campaign Action

A well-planned business development program has the potential to build the organization only when implementation is equally strong. Once guidelines and controls are in place, campaign action comes next. Last month, I covered the challenges of creating a well-understood business development program, including accountability for your company as sponsor and your marketing partners in part…

Share Your Supply Chain Knowledge

Writing in established technology media is one of the most cost-effective ways for supply chain companies to create awareness and credibility. The really good news is that you don't have to be a giant distributor to get stories published. What's essential is developing a brand-agnostic story that truly informs target readers about what's new or…

How Tech Brands Avoid Being Boring

Recent posts have discussed adding personality and communicating visually. Those ideas are applicable here, but let's dig deeper into how your brand can stand out or overcome a boring image. When I first worked in a Silicon Valley PR agency, most people wanted to work on consumer accounts with companies that had cool products. Hey,…

Avoiding ‘Ready, Fire, Aim’

An unfortunate truth in tech marketing is quite often when a company attempts to begin promoting its brand or products, but it's missing some important preparation for effective communications. Technologists may be smart, even brilliant. However, their technical training likely hasn't prepared them very well for the storytelling needed to attract market attention, demand, and…

Telling Your Tech Brand Story Visually

Recent Savvy Tech Marketing posts have included injecting personality into your brand, and there's been lots here about standing out from competitors or differentiating. Another way of achieving that is applying lots more visual content into your communications. The reasons are simple: Its far more effective than print-only; a large portion of your customers and…