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Why Yahoo is a Cautionary Tale for Tech Marketers

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The tech world has long perpetuated the “if you build it, they will come” myth — the idea that great products will inevitably find their market and fly off the shelves. But a great product is not enough. Without a clearly defined sales and marketing strategy, even the giants among us can fail. Wendy Lee’s recent piece on the uncertain future of #Yahoo CEO #Marissa Mayer brings to light a cautionary tale for tech marketers.

Mayer’s strategy for Yahoo relied heavily on attracting a talent pool to build great products, thereby drawing a large audience and hence, advertising budget. But without integrating product, sales, and marketing from the get-go, Mayer’s strategy amounted to a chain reaction that never set off. Successful strategists iterate the marketing and sales processes in tandem with product development. And you don’t need to be a Yahoo or a Google to get the job done – check out our survivor’s guide to #tech marketing for more on do-it yourself marketing and scaling effectively.

 

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Pack Your Bags for Your PR Journey

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We’re living in an era where outsourcing our lives has never been easier. From driverless cars to Amazon home delivery of almost any product we could ever need possible at the click of button, it’s increasingly easy to automate our existence. Yet, too often, companies approach #PR in the same way – as something to turn over to someone else, as something done for the company, rather than with it. But to get the most of PR, you need to establish a strong relationship between the PR firm or consultant and the business that’s being represented. Read more →

5 Ways to Cook Up a Juicy and Delicious Content Marketing BBQ

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The days are getting shorter, there’s a hint of autumn in the air, and it’s our last chance to throw one great, big, end of summer barbecue. But what goes into a truly epic barbecue? Sure, nice weather, good company, and a generous spread can’t hurt, but the kind of barbecue you’ll remember for years to come is more than the sum of it’s parts—it has to be a transformative experience.

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