STA is helping professional services businesses and non-profit organizations start the year right. How? With free, engaging communications strategy briefings to get your best minds thinking in new ways about old challenges—and possibly help take the organization to the next level. Continue Reading
Forrester’s Stephen Davidson reports on tech marketing priorities for 2012. Highlights: demand management process, brand/rebranding, thought leadership and content marketing, and digital marketing (including engaging with the community through social media). Continue Reading
Most information technology product and service companies claim to know who their competitors are. In some cases this perception matches reality—but not in many instances. Throughout 15 years of marketing information technology, I have often encountered significant inability to identify competitors. Continue Reading
During my recent vacation, I spent some time reflecting on how to create fundamental improvements in the technology companies that I have encountered over the past several years. Here are three key ways in which I would like to see technology companies improve in 2012. Continue Reading
A solid brand strategy can be very helpful when attempting to create a position shift and influence outside perception of your company. In this case, an enterprise communications and workflow management firm—known primarily as a solution provider—wanted to be also perceived as a services firm with valuable strategic insight. Continue Reading
STA’s current work includes brand strategy development for two information technology firms. The firms have different areas of expertise and are at different stages of development. However, there are some notable similarities. First, both firms are talented, focused, and determined. Second, they both face the challenge of identifying, honing, and messaging a strong differentiator that will help take them to the next level. Continue Reading
"Demystifying Marketing" is also available as an STA Tech Marketing Minute podcast.
Throughout my career, I have encountered business principals who view marketing as a “mystical” or “mysterious” process. Some marketers, over the history of the profession, have encouraged this perception because it can lead to big paydays with little accountability. “If you really want to grow, hand over your checkbook and then wait while Marketing delivers the results. (Don’t look behind the curtain.)” Continue Reading
I recently became acquainted with the work of Sector Three Services (S3S), which provides “sustainable nonprofit IT solutions.” S3S has only been around for about a year, but in that short time is gaining momentum both in number of clients served and in the benefit it provides to those clients. Continue Reading
Building a marketing strategy involves identifying objectives that will create a competitive advantage, then outlining strategies that will be used to meet those objectives. The “deliverable” for marketing strategy is defined in many different ways by experts. Continue Reading
STA helps technology clients to SEE the market through the eyes of their customers, TRANSFORM themselves to approach the market, and then ACT to engage the market using sustainable and measurable means. Continue Reading