by Dave Manzer | May 16, 2018 | Marketing Strategy, Trade Show
Despite all the talk of social media and other disruptions to traditional marketing activities wrought by recent advances in technology, trade shows are still a big deal in many B2B tech verticals. The trade show industry generated $31.3 billion (U.S.) in 2016 and has...
by Dave Manzer | Dec 11, 2017 | Marketing Strategy, Tech Startup
This is the second installment in our marketing fundamentals for startups. In the prior installment, we talked about how to develop an MVM (minimum viable marketing) approach to work hand-in-hand with an MVP in the lean startup model. In this installment, we begin...
by Dave Manzer | Nov 28, 2017 | Marketing Strategy
Marketing is as essential for tech startups as it is for companies with thousands of paying customers. But tech startups — even well-funded ones — tend to have a much smaller marketing budget than their larger counterparts, and that makes deciding how to...
by Dave Manzer | Nov 3, 2017 | Marketing Strategy
There are a few metrics all marketing managers should know about the cost of marketing to and acquiring new customers: CAC (Cost of Acquisition), CLV (Customer Lifetime Value) and ROI (Return on Investment). Why are these three concepts in particular so important?...
by Dave Manzer | Jul 27, 2017 | Marketing Strategy
Drip marketing refers to the stream of marketing communications a company sends to its list of prospects and customers to stimulate future sales. In the case of B2B technology companies, it usually takes the form of email communications through a marketing automation...
by Jo Detavernier | Jul 11, 2017 | Marketing Strategy
No Belgian academic has obtained as much insight into the challenges faced by Belgian (and by extension: European) startups as Omar Mohout. Omar is (among many other things) Professor of Enterprise at the Antwerp Management School and the Solvay Brussels School of...
