Category Archives: Marketing Intellectual Property

Advice for DoD (and Other Federal) Tech Transfer Professionals

Last week I returned to the annual workshop of the Technology Transfer Integrated Planning Team of the Department of Defense (DoD) to give two presentations that I think our readers will find of interest. One session focused on the Global Technology Portal (GTP) launched earlier this year by AUTM®, while in the other I discussed using social media to enhance tech transfer. Yes, we’ve blogged quite a bit about AUTM’s GTP and Fuentek’s social media advice in the past, but stick with me because the info and insights I’m sharing today definitely caught the attention of the DoD tech transfer professionals. Continue reading

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Be Ready to Engage Prospects: Advice and a Tech Transfer Webcast

Like the Boy Scout mantra, there is no substitute for being prepared. Before you reach out to marketing prospects – or even place information about a technology on your Web site – be sure you have the resources to respond quickly. (Hint: If you’re going to be traveling, don’t begin a big email push just before you depart.) If someone makes an effort to inquire about a technology, the best time to hook that prospect is… Continue reading

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Worth Reading: Licensing Data, More Centralizing, Biotech Ties, Creative Marketing, and a Remembrance

Online reading of technology transfer newsIt’s time for another post about articles and other tidbits we’ve read that we think you should read too. Feel free to share your thoughts about these items or tell us about your favorite tech transfer stories. Post a comment below or email us via our Contact Us page. Continue reading

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Tactical Tools for Marketing Strategies: A Tech Transfer Webcast

The mechanisms that technology transfer offices (TTOs) use to market technologies should vary depending on the technology and licensing prospects, as well as the time and resources you have allotted to the effort. Nowadays, a wealth of marketing tools is available. Fuentek typically recommends mixing and matching a combination of mechanisms to reach a target audience and market technologies successfully. For starters,… Continue reading

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Worth Reading… and Listening and Watching and Responding To

Online reading of technology transfer newsAlthough it’s hard to put down the latest summer best-seller, technology transfer professionals might consider doing so in favor of these recent items. A few of these might generate some strong reactions — I hope so, anyway! Join the discussion by adding a comment below. Continue reading

Posted in Collaborative Research and Development, Economic Development, Marketing Intellectual Property, STEM (Science Technology Engineering Math), Technology Transfer Offices, Worth Reading | Tagged | 2 Comments

Focus on Market Potential to Prioritize Active Projects: Stories from the Field

Stories From The FieldWe’ve blogged often about how planning for technology marketing helps TTOs be more proactive and efficient in selecting innovations to market. If your TTO is like most, you have more active marketing projects than you have the resources to handle. Therefore, prioritizing (and reprioritizing) your projects is the key to developing a strategic and agile marketing process that will provide long-term value. In today’s Stories from the Field post, I share details of how to apply what we’ve learned through years of identifying high-priority projects. Continue reading

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When Marketing Techs on LinkedIn, Find the Right Group

LinkedInWe recently received a question through our Contact Us page from a tech transfer professional in Scandinavia looking to make LinkedIn an active part of his TTO’s activities. The inquiry concerned whether TTOs are posting technologies on LinkedIn, not merely pointing to the TTO’s own website. I figured my answer might be useful to our blog readers, so I’m sharing it here today. Continue reading

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Elaborating on My Fav Tweets from Tech Transfer Marketing Webinar

Effective Technology Marketing webinarMy 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.

Prep is key in discovering Who What When Where Why How and How Much for yr #techtransfer marketing.

I think these seven questions are… Continue reading

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In Defense of Passive Marketing in Tech Transfer: Technology Listings

Earlier this month, I was invited to a university tech transfer office (TTO) to discuss ways to get the word out about licensing opportunities. The invitation also was driven by recent changes in the tech transfer industry — specifically, the AUTM® Global Technology Portal (GTP), which allows free posting of tech listings by AUTM members and free searching by all. (Quick definition: A listing is a description of a technology and its possible commercial applications.) With the launch of the GTP, TTOs have another important arrow in their marketing quiver. That’s because this type of passive marketing tool is as essential to TTOs as the active efforts of making phone calls, meeting with prospects at industry conferences, and the like. Continue reading

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Communicating the Value of Tech Transfer: An Example from NASA

NASA FlyerAlthough we’ve been blogging a lot lately about effective technology marketing strategies (especially given our new webinar on this topic), there’s another kind of marketing that we at Fuentek believe is essential for technology transfer offices (TTOs). It might feel like bragging, but communicating the results of technology transfer is as important as executing tech transfer deals. Effective communication tools that illustrate your TTO’s positive achievements demonstrate to your internal and external stakeholders both the value of tech transfer and how successful your TTO is in supporting the mission of your institution. We recently completed a project for NASA that illustrates exactly this idea. Continue reading

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