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startup marketing | motarme

January 30, 2013
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Technology Startup Marketing

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A quick overview of why web marketing is critical for promoting technology products, for both B2C and B2B products and across all industry sectors. 24 hours a day, some of your potential customers will be looking online for your type of product or service. If they don’t find you they’ll find a competitor. This is a presentation we gave to campus-based companies for the Ignite Technology Transfer Office at the National University of Ireland, Galway (NUIG).

DohertyWhite Marketing for Technology Companies from DohertyWhite

September 06, 2012
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Business Growth Strategies

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How do you grow your business?  Most of our customers are technology or software companies and they vary in size from start-ups to multi-million operations.  Regardless of size, they are all trying to drive growth.  We usually start by focusing on the basics i.e. identifying how they can generate more sales and revenue.  So we help clients generate more sales leads using their website, digital marketing and some automation technologies.  And this works – if you generate more high quality sales leads then you should generate more sales which helps drive growth. Read More

September 06, 2012
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How to Select a Target Market for New Product Launch

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We work with a lot of technology start-ups.  Pretty often these start-ups are looking at launching a new product into a new market – one in which they don’t have previous experience of selling their technology.  Sometimes it is not obvious which market to go for first, particularly if the product can potentially be used in a number of sectors.

So, we usually have these questions to answer:

  • Why can’t I market the product to all potential buyers?
  • Which market should I choose first?
  • How do I promote my product in that market?

In this post we look at why you should pick a first target sector, how you pick that sector, and then how you can promote your product.  We’ll be using some ideas from the technology marketing classic “Crossing the Chasm” and combining them with digital marketing tools to quickly identify the sectors with the best fit.

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June 28, 2012
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Book Recommendations for Digital Marketing, Technology and Startups

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We have been asked to provide book recommendations a few times in the past couple of months, so I thought it would make a good blog post.  Here are is an initial list of books I think are useful relating to digital marketing, startups and technology. I have tried to structure the list into groups but  I think they’re all pretty good.

In addition to the recommendations below you should also have a look at this list of recommended reading from Harvard’s “Launching Technology Ventures” course, part of their MBA course — this has a great list of online resources, on topics ranging from business development through to hiring talent for start-ups.   And Hacker News has agreat book list here – lots of tech books but also a lot of more general business and marketing books too. If you know of any other good lists please let us know. Read More

May 30, 2012
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Digital Marketing for Startups

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Startup businesses need to get good at online marketing.  This is a set of slides I used for a one day seminar at National University of Ireland at Maynooth as part of the New Frontiers program.

Written by Michael White

Michael White is co-founder and Managing Director of Motarme, the Marketing Automation vendor. You can find him on , LinkedIn and Twitter.

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