Tech marketers fattened up on breakfast briefing tips

Trade

1 April 2005

Last month the outsourced technology marketing provider TecBrand hosted its second annual breakfast briefing, ‘Successful marketing strategies for technology companies’. The event was attended by over 80 people, representing a mix of marketing staff from indigenous fast growth firms and international companies. 

‘There is no real forum for marketing people in the technology sector,’ said TecBrand managing director Stephen Stynes. ‘Marketing people have a very specific job to do, so the purpose for us is to share experiences and show the issues are the same in Europe and the US. To that end, the speakers at the event included Bob Presto, CEO of MarketSpring, a leading US technology marketing firm; and Terry Hannington, European CEO of the IT Services Marketing Association. 

In these times of tightening budgets, personnel charged with developing a company’s brand and reputation through marketing are increasingly having to align their work more closely with their company’s sales staff, the attendees were told. This way, a greater return on marketing investment can be gauged, based on the amount of sales leads that marketing campaigns generate. ‘There is a greater dependency on marketing to “smoke out” sales,’ Stynes said. 

Stynes was one of four speakers at the briefing and he is pictured here (back to front) with MarketSpring’s Bob Preston, Terry Hannington of the ITSMA and Kieran Branagan of ACT Venture Capital.

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