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My colleague Danielle McCulloch and I had a great time last week presenting our Effective Technology Marketing webinar. If you were watching the #TTOmarketing hashtag, you know that we tweeted quite a bit. Of course, 140 characters isn’t much, so today I’m going to elaborate on a few of my favorite tweets from the webinar.
Although we’ve been blogging a lot lately about effective technology marketing strategies (especially given our new 
Technology transfer offices (TTOs) have much to gain from incorporating social media into their communications toolbox. With adequate planning and preparation, a TTO’s foray into the social media world can be a successful experience, yielding great exposure and benefits. We at Fuentek have blogged often about how social media’s tremendous reach can deliver real value to TTOs. And as of today, we have yet another resource for tech transfer professionals. We’ve released our white paper entitled, “Leveraging Social Media for Technology Transfer Marketing.” 
Now that it’s been little over a year since I took over the Fuentek Twitter® account, I have some advice to share. My previous post covered the basics of tweeting: @-replies vs. mentions, using a scheduler tool to spread your tweets across the day, hashtags, retweeting, and how to get started. Today’s post offers my thoughts about how to tweet effectively. 
As VP for Strategic Alliances, I was pleased to host a special-interest group (SIG) discussion yesterday morning at the AUTM® annual meeting. It turned out to be a popular session, with more than 40 attendees split about evenly between university and industry tech transfer offices (TTOs). All of them offered great ideas about the various initiatives that Strategic Alliances is pursuing. 
It’s time for another installment of articles, blogs, videos, and the like that have caught the attention of the folks here at Fuentek. This month features several items related to marketing, several of which we saw on the weekly IP Marketing eNews (a great free resource, as is its Wednesday counterpart: Tech Transfer eNews). 
If you’ve kept up with Fuentek’s webinar series, you know by now that we are committed to perfecting and sharing technology transfer best practices. In our previous webinar, we gave step-by-step, how-to details on performing market-based technology assessments so that tech transfer offices can be more proactive and efficient in selecting the technologies to market and identifying the key next steps. Now, our new webinar, “Effective Technology Marketing: Getting to the Negotiating Table,” goes a step further in helping you make the most of a limited marketing budget. 
A few months ago, the IP Marketing Blog discussed the OpenUlster program at the University of Ulster in Ireland and its evaluation license. It caught my attention for its efforts to streamline licensing and help mitigate the risks that potential licensees may feel when contemplating a new technology. Here’s how the blogger described it: ‘To take out an evaluation license, which costs just one Pound, the visitor just clicks on the link to download the documents, fill out two forms and return them both to Ulster. “When the license is countersigned by one of our commercialization team, the firm has exclusivity to evaluate that technology,” says [technology commercialization manager Dr. John] MacRae… At the end of the evaluation period… the evaluation license can be converted into a full commercial license.”’ 
If you’ve read our earlier posts about market-based technology assessment, you know that Fuentek recommends this second step of technology evaluation as an essential precursor to technology transfer marketing. Assuming you are going to proceed with marketing a particular technology, how do you use the assessment’s information and analysis to begin developing the tech transfer marketing plan? The best marketing plans are those that take into account the questions listed here. It looks a little bit like the guidelines that our teachers used in writing classes. But this isn’t surprising since ultimately technology marketing is a communication effort. 