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The Dynamics of Technology Marketing and Investments

Key takeaway: Marketing should be a higher percentage of revenue early in the life of the technology offering, dropping to a steady state as the adoption occurs, and the offering matures. We have written here about the relationship between investments in branding and lead generation and how both are important to the success of any …

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Budget Balance Between Lead Generation and Branding

Budget Balance between Lead Gen and Branding

Budget Balance Between Lead Gen and Branding While there are many facets to the marketing function in an enterprise, our clients tend to invest in three main areas:  branding, lead or ‘demand’ generation, and technical infrastructure. The first two areas are apparent and must utilize the third. The technical infrastructure, or ‘marketing tech stack,’ includes …

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