A Report for Technology Marketers

Robert GellerExecutive Vice President with Fusion Public Relations, has been a friend and advisor to VT KnowledgeWorks member company Handshake Media, Incorporated since its launch of Handshake 2.0.  Following are excerpts from a post on Forrester Research's advice to Tech Marketers by Robert Geller:

I had the opportunity to speak with Dr. Thomas Grant about a new report from Forrester: Tech Marketers Pursue Antiquated Marketing Strategies

In a nutshell, the report says that technology marketers are overly product and new business-driven, under-invested in research and customer relations, and don't understand or use social media to full advantage. The last part is ironic because it was the techies that invented social media, and were among the first to flock to blogs, and news groups, bulletin boards and IRC chats before that.

It seems that tech companies show their marketing immaturity by pouring their energies and budgets into flogging new products to new customers – it is apparently all about the leads, lead, leads (the video segment above features outtakes from the great movie Glengarry Glen Ross, which was about down-in-the-luck realtors and their obsessive focus on sales leads)…

The report says that technology companies can improve their marketing by taking the following steps:

  • Get past product marketing
  • Include sustained activities more prominently in marketing metrics
  • Test these new strategies in social media channels

via www.flacksrevenge.com


VT KnowledgeWorks is a unique growth enhancement program open to entrepreneurs in the New River Valley and beyond.  Acceleration center and incubation facilities are located in the Virginia Tech Corporate Research Center in Blacksburg, Virginia.  Programs for Members are divided into two categories according to the evolutionary status of the member company.  Pre-Launch program components are carefully constructed to help market-worthy ventures organize, formulate strategy, obtain outside investment, and launch in an efficient manner.  Enterprise class members benefit from emphasis on strategic support for ongoing growth, continuing intra-preneurship, and professional development for the corporate leader.

VT KnowledgeWorks sponsors include Attaain, Inc., BB&T, The Branch Group, Handshake 2.0, Harris Office Furniture, Hodges, Jones & Mabry, P.C., Hutchison Law GroupLeClairRyan, New River Valley Intellectual Property Law, Science Applications International Corporation (SAIC) and The Becher Agency (TBA).


  1. Robert Giles says:

    I love it when experts disagree!
    Related to the 3 steps, the disagreements seem:
    1. As a prospective entrepreneur, I recall the first question asked by an expert advisor: What products are you selling?
    2. Starting "small," almost all growth is logarithmic. In rapidly changing un-controlled environments, there are few sustained activities worth studying, other than why are they being continued for more than 2 years?
    3. What kind of null-hypothesis test will be favored in a rapidly-changing business-segment world with so many co-variate influences, non-linear functions and forces? How will the answer be couched? Some rate change?

  2. Robert, thanks for commenting on the article – it is true, there is not universal agreement – and your questions harken abck to some of the things that Ries and Trout said in their series of books (not new ones but still relevant) about tactical driven, "bottom-up" marketing

Speak Your Mind