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Reprinted from AUTM Newsbrief. 
Last week I had the great opportunity to participate in a social media panel at the 2013 meeting of the Association of University Technology Managers®. My fellow panelists and I were thrilled to have a large audience with very engaged participants. I’d like to share a few of the themes that I found to resonate most strongly with our audience, based on both their questions and their facial expressions! 
At Fuentek, we enjoy working collaboratively with our clients to implement innovative outreach strategies. In October 2011, Fuentek had the privilege of helping a forward-thinking team at NASA’s Glenn Research Center — led by Dr. Paul Bartolotta — to organize an Automotive Workshop. Although Glenn had dozens of technologies that would be of enormous interest to automotive companies, they did not routinely interact with major players in the auto industry. And they didn’t want to push out all of their potentially relevant technologies to see which might catch the attention of auto industry executives. Instead, Glenn wanted to… 
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 
Before you pick up the phone to gather industry opinions as you assess a technology’s commercial value, do some homework to identify the right experts to call. Who are they? Target those who are most likely to influence or have a viable interest in adopting the technology. How do you find them? Consider the value chain. In doing hundreds of assessments for our clients, Fuentek has found the value chain to be an essential tool to identify target markets and prospective licensees. Basically, the value chain is… 
Two weeks ago we launched a poll asking tech transfer offices (TTOs) what tends to be the primary reason for technology marketing efforts not ending in a deal. The early results are starting to show a trend. (You can still take the poll, BTW.) As you can see in the pie chart, few respondents said the problem tended to be caused by internal issues, such as a lack of resources or a time-consuming process. Instead, the majority (77%) attribute it to a lack of market interest or to technology issues. 