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.
Though it may be tempting to jump immediately into marketing an exciting technology that seems bound for tech transfer success, it’s important to look before you leap to ensure you’re making the best decisions about where to allocate your finite time and resources. Proactive research and planning is critical for developing marketing strategies that are efficient and cost-effective. We’ve blogged about this in our posts about the initial rapid screening and the more in-depth market-based assessment—the two steps for making informed commercialization decisions. The market-based assessment is so essential to technology transfer success that Fuentek has released a free webcast about it.
Has your tech transfer office set some resolutions for 2012? I’ve been doing some thinking about that, particularly in the context of the political landscape of late that TTOs must navigate. It’s certainly not news that in the last few years politics has been wagging the dog when it comes to tech transfer. And 2011 was no exception. For example, there was a big push toward using tech transfer to generate economic development and startups. But well-intentioned policies are not always aligned with what really brings value to technology communities, not to mention the universities and government labs where the technologies originate.
As we have been getting ready for the “Stop Reacting, Start Proacting” webinar, we’ve been recalling some of our experiences over the years conducting market-based technology assessments. These experiences have taught us the importance of carefully considering the market’s view of a technology before launching into marketing. For example, Fuentek’s rapid screening of a polishing technique for optics showed potential for use in mirrors, lenses, and molds for optical components. Based on the screening, we ranked the technology’s commercialization potential as medium-high, and the client agreed it was worth moving on to the next step: a market-based technology assessment.
If you read the Fuentek blog regularly, you’re probably familiar with the technology screening webinar we launched earlier this year. Well, today we announced a new webinar that provides training on what comes next for technologies that show potential for commercialization success. The “Stop Reacting, Start Proacting: Planning for Strategic Technology Marketing” webinar helps you not only be more proactive and efficient in selecting the technologies you market but also develop the right marketing plan for each one. Planning for technology marketing is important. Once you’ve figured out whether an innovation has what it takes to make further investment in commercializing it worthwhile, then you need to…
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.
Making the call to shut down a marketing effort isn’t easy. Even if you’ve done everything you were supposed to do in the ramp-up to marketing, sometimes you don’t getting any traction with prospects. How do you make the tough call to cancel the effort and move on? This post gives three examples of real marketing campaigns where Fuentek advised clients to close down the marketing effort.
As one of the most important discoveries in the field of applied mathematics in NASA history, HHT is a revolutionary, adaptive set of signal-analysis algorithms. This innovation had great commercialization success with multiple licenses and more than 400 Software Usage Agreements. Fuentek played a major role in the successful commercialization of NASA’s HHT technology.
Editor’s Note: This is the second post in a two-post series examining the best practices Fuentek has captured by utilizing an IP asset management (IPAM) database to support intellectual property (IP) marketing and technology commercialization initiativ …