How Much Per Click?

image of lots of bank notes

One of the fundamentals of effective marketing for an emerging B2B tech company is knowing your target market. Why is this important? Because by definition you have a limited marketing budget. Then, accepting that the only function of marketing (in an emerging B2B tech company) is to generate qualified leads, you have to apply that limited budget as effectively as … Read More

Raising Money in a Downturn

gold coin rolling down hill

Do you need to raise money for your tech business? Note the emphasis on ‘need’. Note also that our target market is emerging B2B tech companies thinking big, who are likely pre-Series-A and the commentary here reflects that. Despite the US bounce back in May (adding 2.5M jobs), I think it’s beyond doubt that we’re in a downturn, if not … Read More

Your Target Market – 2 Months into the Covid-19 Lockdown

covid-19 and marketing

In our last post (March 31st) we looked at how emerging high tech B2B companies should adjust their marketing in light of the Covid-19 lockdown. That seems like a long time ago. 6 weeks on and the challenges facing businesses seem a lot more existential. Not necessarily your business (small high tech B2B) but across the board. Your entrepreneurial spirit … Read More

Covid-19 – Should You Change Your Marketing?

covid-19 and marketing

Every emerging B2B tech company will no doubt be working hard to fully understand the impact of the coronavirus pandemic and the resultant lockdowns. Aside from the potential personal health risks, what does coronavirus really mean for your business? There are probably three broad categories you could fall into: is it an existential threat? Were you engaged in a business … Read More

The Science of Persuasion – How to Use Scarcity

science of persuasion - scarcity

We’ve previously covered The Science of Persuasion by Robert Cialdini and specifically discussed how 2 of his 6 principles of persuasion (Consensus and Consistency) can be applied by our target market – emerging B2B tech companies thinking BIG. This post looks in more detail at how we might apply the principle of Scarcity – particularly from the point of view … Read More

Let’s Clarify Inbound/Outbound Marketing

inbound marketing

We’ve recently seen several, varying definitions for inbound/outbound marketing which, given our assertion that outbound marketing doesn’t work for our target market (emerging B2B tech companies), suggests some clarification is required – at least of what we mean by inbound marketing and outbound marketing. For us, outbound marketing means cold-calling or e-mailing cold contacts from a list you’ve acquired (you … Read More