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.
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.
Updated September 2016 • Whether you are a technology transfer manager seeking licensees for an innovation or an entrepreneur launching a technology-based startup, constructing an effective technology overview and its value proposition is paramount. These two related items play a crucial role in understanding and cultivating market interest in the technology. You use them in gathering market feedback as well as in implementing the marketing strategy. So what are they?
Depending on the technology, incorporating videos into Web sites, blogs, and e-mail marketing campaigns can be a cost-effective method of promoting tech transfer opportunities. In particular, videos can be a wonderful way to present information on and …
There is so much preparation that goes into technology transfer marketing, and one of the most important steps is choosing the right mechanisms for the message you’ve crafted for your technology. Fuentek typically chooses among a range of mechanisms, depending on our client’s technology, the target prospects, and the expected return on investment (the O in AMMO). In our new webcast, we lay out some tips and guidance about choosing mechanisms for your technology marketing efforts.
Online listings are a great way to market technologies–whether you are actively seeking licensees, or passively marketing the technology to potential partners. Fuentek has developed a proven strategy for marketing technologies online, and in a new webcast we share some great insights about how (and why) to take advantage of online tech marketing. We’ll show you what an effective technology marketing Web page looks like, with info about the must-have elements to include and a real-world example for further insight.
When giving prospects expert information about a technology available for licensing, there’s nothing like getting the facts straight from the horse’s mouth. Or, in our case, the inventor’s mouth! For some of Fuentek’s efforts to secure licensees or partners for client technologies, the inventor has played a key role. Inventors add a perspective that few others can bring to the table, and they can lend extremely important credibility to your marketing message. One great way to use inventors effectively in technology marketing is to have them record podcasts about their technologies.
As regular readers of the Fuentek blog know, we believe that social media is an efficient and effective tool to boost your technology transfer office’s (TTO’s) online presence, driving more licensing prospects to your Web site and feeding the pipeline that helps you secure more deals. Perhaps the most powerful way to drive traffic to your TTO’s Web site is to blog about the technologies you have available for licensing.
Fuentek is a big believer in the power of a specific, tailored marketing message. Our own marketing communications process follows the AMMO approach: Audience Message Mechanism Outcome. You may have read about AMMO on our blog in the past, but we wanted to highlight a few more details of this approach, specifically related to the Message. So, we’ve put together a free webcast to give you expert insight into the nuances of Crafting Your Tech Marketing Message.
A video lecture on the popular site Ted.com recently caught my attention as an interesting and entertaining way of explaining the big idea behind most tech transfer efforts. In the video, Zach Kaplan and Keith Schacht, co-founders of Inventables, a com …
