Category Archives: Marketing Intellectual Property

5 Tips for Cultivating Tech Transfer Marketing Leads

Today for the final installment in our Marketing Mondays series, I’m going to talk about cultivating your leads. The advice and examples offered here are designed to help your technology transfer office (TTO) stay in the sweet spot of putting in enough time to develop a qualified prospect without wasting time trying to force something that’s not meant to be. Continue reading

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Best Practices for Technology Briefings for Tech Transfer

Technology briefings can be a cost-effective way for a technology transfer office (TTO) to reach potential licensees and partners. These briefings typically include a technical presentation from the inventor as well as details on the licensing/partnering process from a TTO representative. Experience has shown that an online/webinar technology briefing: (1) can dramatically increase the efficiency of the marketing effort since it eliminates the need to convey the same information multiple times in individual discussions, (2) allows you to set a specific timeline for receiving and selecting licensing/partnering applications, and (3) eliminates travel costs and provides a recording to post for interested parties who missed the live event. Of course, technology briefings require extensive planning and preparation. And not every innovation is suited to a technology briefing. For the greatest success, Fuentek offers the following advice. Continue reading

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Time to Strategically Manage the IP Portfolio for Tech Transfer

In preparing to give a new webinar on actively managing IP portfolios, I have been thinking a lot about efficiency. Because time is always limited, you must make the most of what you have. So, today I’m offering Fuentek’s insights about the time associated with strategically managing the IP portfolio. Continue reading

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Prioritize Your Prospects: The ABCs of Technology Marketing

A large percentage of university and government technologies have niche applications. So it’s a treat to have an innovation with broad market potential. So how do you identify the potential licensees? And which do you contact first? Today’s Marketing Mondays post helps you answer those questions. Continue reading

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Creating Effective Collateral for Tech Transfer Marketing

Listen UpMarketing technologies has never been easy. And grabbing the attention of busy decision makers is more challenging than ever. So, today I’m going to share Fuentek’s top tips for developing compelling and appealing content when marketing innovations. Based on our years of experience successfully marketing our clients’ technologies, this advice helps ensure your target Audience hears your Message — regardless of the Mechanism you use — so you can achieve your Outcome. Continue reading

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Use Your AMMO for Tech Transfer Marketing: Kicking Off the “Marketing Mondays” Series

fuentek_ammo_horizontal_basicOne of the top topics at any tech transfer industry meeting is technology marketing. Just a few weeks ago, one of the most popular sessions at the AUTM™ Eastern Region Meeting was on the topic of “guerrilla marketing.” We have blogged a lot about marketing strategies and various marketing tools over the years. And as the tech transfer profession has evolved, we have developed new insights that we would like to share. So we’ve decided to get our readers caught up by offering a systematic treatment of the topic in our new series: Marketing Mondays. We will discuss developing effective collateral, strategically reaching out to prospects, and converting the qualified leads into licensees. Of course, any discussion of technology marketing has to begin with the AMMO, which Fuentek developed years ago and has been applying successfully for our clients ever since. Continue reading

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Using the Value Chain in Tech Transfer Marketing: A Free Webcast

valuechain-webcast-iconToday, we’re releasing a new webcast that discusses how to develop a value chain to identify whom to contact to get the best market feedback on the technology. The value chain charts the sequence of companies (or collaborating players) that take a product from raw material to final product or service to satisfy market demand. It maps the categories of players within a segment of an industry, providing context about the supplier-customer relationships. It not only outlines the primary players in an industry but also helps you think through how the technology will deliver added value to this industry. Continue reading

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Two Tech Transfer Infographics: Use Them to Explain This Complex Process

Having spent 15+ years helping major research universities manage their intellectual property (IP), Fuentek knows a great deal about efficient and effective tech transfer. We’ve also seen that many universities struggle to explain this complex process to their stakeholders — administrators, researchers, and even legislators. … Continue reading

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How to Get the Best Market Feedback for Tech Transfer Licensing

Fuentek VP Becky Stoughton at the Alpha Loft Launch Series event in Manchester, NH.Lots of best practices for technology transfer offices (TTOs) also apply to startups. To leverage that insight, I recently spoke with entrepreneurs in New Hampshire about how to get great feedback from prospective customers when getting a startup off the ground, offering a new product (or service), or breaking into a new market. Similarly, in the tech transfer world, licensing success can be optimized by obtaining robust and comprehensive market feedback through expert interviews. This feedback will inform your strategy for approaching the market as you ramp up to marketing a technology for licensing. For example,… Continue reading

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Cultivate Your IP: An Infographic for Effective Tech Transfer Operations

Link to our "Cultivate Your IP" infographicFuentek has unique insight into how TTOs can improve their operations for more efficient commercialization of intellectual property (IP). And because we heard from so many TTOs that our Road to Tech Transfer was a valuable tool for communicating with key stakeholders, we thought a new infographic would serve as a useful starting point for sharing our insights for efficient and effective TTO operations. Thinking of the technologies in the IP portfolio as plants, we created the Cultivate Your IP infographic to illustrate TTO best practices for (1) channeling your efforts/resources into the seedlings that are poised to thrive and (2) providing the timely care that allows them to flourish and achieve commercialization success. Continue reading

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