Effective Technology Marketing: 
Stop Reacting, Start Proacting: Planning for Strategic Technology Marketing
A Step-by-Step Process for Technology Screenings: Technology Triage for TTO Professionals and Interns
How I Rode the Social Media Wave: Lessons Learned from a Technology Marketing Effort
Open Innovation: 
Future webinars are in the works. 
IP Management Processes—Working at the Top of Your Game
The most successful TTOs manage their IP proactively while keeping spin-in opportunities in mind to achieve Symbiotic Innovation. We devised the Fuentek Filtering Process as a phased approach for pursuing proactive, cost-efficient, and effective IP management. Below are our insights on the two steps of technology evaluation (screening and assessment), the big-picture strategies for marketing tech transfer opportunities as well as specific marketing tools, and negotiating licenses and other deals. Note: Items marked with a 
provide in-depth insights with extensive details – registration is required to access this free information.
To keep costs under control, Fuentek recommends evaluating technologies in two phases, beginning with a rapid screening followed by a more in-depth market-based assessment for those innovations that "pass" the screening. The links below provide insights on the big picture of Fuentek's approach to technology evaluation, specifics on screenings and assessments, and other insights.
The Big Picture
- Proactively and Strategically Managing IP—Webcast Now Available
An overview of each step in the Fuentek Filtering Process, which enables TTOs to be proactive and strategic in managing their IP.
- Look before You Leap into Tech Marketing
An experience that shows the importance of carefully considering the market’s view of a technology before launching into marketing.
- Technology Screenings and Assessments: Making Informed Commercialization Decisions
Fuentek recommends a two-phase evaluation of a technology’s commercial viability from a market perspective.
- Laura Schoppe Discusses Patent Portfolio Screening
Explains what these screenings involve and how they can help companies maximize the value of their intellectual property. - Why Can’t I Just Start Marketing? A Tech Transfer Webcast
It is important to proactively gather the market-based information you need to not only decide whether further commercialization efforts are warranted but also to fully understand market interest and assemble a successful marketing plan.
Screening Specifics
- Technology Screening: The Key First Step in Commercialization
The key questions answered during a rapid, preliminary screening of a technology’s commercial potential.
- Why Do Screenings—Webcast Now Available
Why it’s important to screen invention disclosures before patenting.
- Considering the “Why?” of Interns and Technology Screenings
Using interns for screenings allows tech managers to spend their time focusing on the real end-game: getting deals.
- Screening Techs Before Patenting Pays Off: Running the Numbers
Cost savings are achieved by patenting fewer innovations and by not filing applications for unpatentable technologies.
- The Value of Technology Screenings: Let’s Do the Math
The cost of not performing a screening can be very expensive for the TTO.
- Our Top 5 Tweets from Yesterday’s Webinar on Technology Screening
We elaborate on our top 140-character ideas.
- Technology Screening Redux: Insights from a Post-Webinar Q&A
More advice on how to get started with screenings and how to get unstuck with market research.
- Research Tips for Developing Keywords – Webcast Now Available
Keywords are critical to finding relevant information about the technology’s potential markets, competitors, and licensees.
- Webinar: A Step-by-Step Process for Technology Screenings: Technology Triage for TTO Professionals and Interns
This webinar helps you make the “technology triage” decision in the fastest and most cost-efficient manner, making an economical and time-saving decision.
Assessment Specifics
- What’s in a Name?: Market-Based Technology Assessment
Sometimes the same term can be used to describe two very different things. Here’s what Fuentek means by “assessment.”
- Webinar: Stop Reacting, Start Proacting: Planning for Strategic Tech Marketing
How to develop a plan for proactive, strategic technology marketing that gets you the deals you need to achieve your goals and meet your metrics.
- Getting the Most Out of Inventor Interviews: Webcast Now Available
With thoughtful preparation and execution, these interviews provide critical insights to guide the tech transfer effort.
- “Get It? Good!” Effective Technology Overviews for Proactive IP Management
Don’t underestimate the value of the technology overview when determining market interest in a new technology.
- Research Tips for Developing Keywords – Webcast Now Available
Keywords are critical to finding relevant information about the technology’s potential markets, competitors, and licensees.
- Expert Interviews – Gaining First-Hand Market Data
How-to information for one of the key steps in market-based technology assessments.
- Before You Pick Up the Phone, Consider the Value Chain: A Tech Transfer Webcast
The value chain is an essential tool to identify target markets and prospective licensees, making it an important part of the homework necessary to accomplish effective tech transfer marketing.
- Getting Ready for Technology Marketing: Answering Key Questions
How to use the assessment’s information and analysis to begin developing the tech transfer marketing plan.
- Less Is More: Commercialization Factors for Assessments
After you’ve done all of your market-based assessment research, it’s often sufficient to evaluate just a few key factors in your final analysis rather than get mired down in a lengthy list.
Other Insights
- Patent Mapping Tools: Sometimes a Picture Is Worth a Couple Hundred Words
Although analysis tools that provide visual maps of the patent landscape play a useful role in evaluating a technology’s market potential and identifying potential licensees, the picture provided by patent landscaping tools is just one piece of a much larger puzzle.
- Patent Filings Gone Wild (or The Biggest Mistake You Can Make Under the America Invents Act)
Some in the industry suggest that the USPTO’s shift from a “first to invent” to a “first inventor to file” policy demands the virtually automatic filing of quick-and-dirty provisionals on everything. We hope that tech transfer offices do not heed this advice. Read this post to learn why and what we recommend instead.
- Getting Faculty on Your Side through Systematic Screening and Interns: Stories from the Field
How to turn around a faculty that’s in revolt against the TTO.
- Reaping Long-Term Rewards from Strategic IP Portfolio Screening: Stories from the Field
How an efficient and effective IP portfolio screening helped a university do more than just prioritize its IP for future technology transfer and marketing efforts.
- Do TTOs Consider Market Potential When Patenting Innovations? Poll Results Show “Yes”
The vast majority chose market factors. This is good news! But what about right-to-practice concerns?
- Poll Results Are In! Can the Patenting Decision Be Made Faster?
40% take more than 4 months to decide. Another 20% take between 2 and 4 months. This seems too long.
- TTOs Need to Assess Market Fit Before Marketing (Poll Results)
What does your TTO do with a technology once the patenting process has started: wait for the patent to issue, assess the tech’s fit in the market, or begin marketing?
- Technology and Market Issues Seem to Prevail When Marketing Goes Awry: Poll Results
When market issues are the culprit, these could be cases where a clear understanding of market interest before marketing starts would be helpful.
- A NASA Dryden Fiber Optic Technology Makes Its Way into the Marketplace
We helped a client achieve a tech transfer success by beginning with an assessment.
- Poll Shows Expert Interviews Key to Sizing Up the Market, Internet Research a Close Second
Half find value in talking to key players while another third conduct Internet research.
We apply the principles of the Fuentek AMMO to a wide range of marketing tools. The links below provide key insights on a variety of marketing mechanisms as well as specific tools, such as digital tools, events, and others.
Key Insights
In addition to the links below, see more Fuentek insights about the strategies behind implementing these technology marketing tools.
- Choosing the Right Marketing Mechanisms
A comprehensive review of the various traditional, digital, and social media mechanisms for marketing your technologies.
- Practical Advice for Tech Transfer Web Sites
Details on creating a Web site that is valuable for your prospective licensees, partners, and other internal and external stakeholders, including a link for downloading our “How to Build an Effective Technology Transfer Web Site” white paper.
- “The Best Thing Since Sliced Bread!” How to Describe Your Technology
Useful advice on how to write an effective technology marketing description.
Digital Tools
In addition to the links below, see more Fuentek insights about creating a strong online presence.
- What Makes for a Good Blog Post for Technology Marketing?
Practical advice on the most powerful way to drive traffic to your TTO’s Web site.
- Getting the Most Out of Social Media for Tech Transfer: White Paper, FLC Panel
Fuentek releases a comprehensive primer to help tech transfer offices plan and execute a comprehensive social medial strategy. We also lead a panel at the annual meeting of the Federal Laboratory Consortium of Technology Transfer.
- Marketing Your Technologies Online – Webcast Now Available
A list of the must-have elements for your technology Web pages and shows a real-world page as a sample.
- Get the Know-How on Using Inventor Podcasts to Market Technologies
How to plan and deliver an effective inventor podcast and the leads that podcasts can help generate.
- How to Generate Leads with a Technology Commercialization Webinar
Planned and executed correctly, a webinar can yield outstanding results for technology commercialization marketing efforts.
- Online Tools Save Time and Money and Enhance Your Technology Commercialization Marketing
Web sites, blogs, Web conferences, video demonstrations, podcasts, etc. can save you time and money and greatly enhance your technology commercialization efforts.
- Best Practices for Intellectual Property Listing Sites
Follow these tips when deciding what, how and where to advertise your IP on these Web sites, which can yield low-cost leads for your technology commercialization program.
- Get Ready for AUTM’s New Global Tech Portal
AUTM’s Global Technology Portal is an exciting new tool that showcases academic technologies available for licensing.
- Tips for Using Videos to Save Time, Money in Tech Transfer Marketing
Videos can be a wonderful way to present information on and demonstrate the capabilities of software or other less-easily explained innovations—saving tech transfer managers valuable time and resources.
Events
- Technology Trade Shows: What Makes a Good One
Features to look for in deciding whether to attend a trade show to network with potential partners.
- Conferences: On Presence and Presentation
Industry conferences and trade shows (with or without a booth) can be a great way to connect with potential partners and licensees.
- Some Advice on Prepping for One-On-One Meetings at Industry Conferences
Recommendations for diving into industry conferences with confidence, knowledge, and ammunition for productive meetings with your prospects.
- To Go or Not to Go… to a Trade Show: Poll Results
How to be sure that the effort and cost will be worth it when it comes to trade show marketing.
- Applying the AMMO to Tech Transfer Events: Stories from the Field
Specific details of how Fuentek helped a client accomplish a successful tech transfer outreach event designed to promote economic development.
- NASA Showcases Innovation Impacts at Technology Day on the Hill
Describes NASA’s Technology Day on the Hill 2012 in Washington, DC.
Other Tools/Insights
- Worth Reading: Advice and Ideas for Tech Transfer Marketing
(March 2012) How Your Dog Can Teach You to Speak to Your Audience, Five Keys to More Effective Blogging (and a link to Lawrence Berkeley National Lab’s new tech transfer blog), For Video: Make It Short, Make It Punchy and Get to the Point, Get Moving on Mobile Marketing Strategy or Miss the Boat, University of Cincinnati news, and Neil deGrasse Tyson’s congressional testimony.
- Tips and Tricks for Creating High-Quality Software Demonstrations
Creating a high-quality, self-running demonstration can alleviate some of the skepticism typical of the software industry.
- The Pros and Cons of No-Cost License Revenue-Sharing Patent Marketing and Brokerage Services This white paper provides guidance for federal agencies considering various venues for “passively” marketing their technologies.
- Podcast: How to Apply for and Win Tech Awards
Why you should submit technologies for awards and how winning awards can augment your tech transfer efforts.
- Tips for Creating Effective Yearly Reports for Tech Transfer Programs
A sample AMMO and specific suggestions for TTO annual reports.
- Communicating the Value of Tech Transfer: An Example from NASA
It might feel like bragging, but communicating the results of technology transfer is as important as executing tech transfer deals. Our project for NASA illustrates exactly this idea.
- Elaborating on My Fav Tweets from Tech Transfer Marketing Webinar
More details about some of our key recommendations for achieving effective technology marketing.
