{"id":37157,"date":"2021-08-31T09:32:00","date_gmt":"2021-08-31T14:32:00","guid":{"rendered":"https:\/\/www.adpulp.com\/?p=37157"},"modified":"2021-09-01T06:56:39","modified_gmt":"2021-09-01T11:56:39","slug":"articles-on-builtin-com-reach-people-who-market-technology","status":"publish","type":"post","link":"https:\/\/www.adpulp.com\/articles-on-builtin-com-reach-people-who-market-technology\/","title":{"rendered":"On BuiltIn.com Now: RFPs Are a Waste of Precious Time"},"content":{"rendered":"<p><span class=\"field field--name-title field--type-string field--label-hidden\">To reach new and more readers, I started to send out articles for publication\u2014articles that would have otherwise appeared in these pages.<\/span><\/p>\n<p><span class=\"field field--name-title field--type-string field--label-hidden\">Technology-focused <a href=\"https:\/\/builtin.com\/marketing\/\">Built In<\/a> has been kind enough to run two of my pieces, so far. Here&#8217;s the latest:<br \/>\n<\/span><\/p>\n<p><a href=\"https:\/\/builtin.com\/marketing\/rfps-waste-time\"><strong><span class=\"field field--name-title field--type-string field--label-hidden\">RFPs Are a Waste of Precious Time. Here\u2019s a Better Way to Hire an Agency.<\/span><\/strong><\/a><\/p>\n<blockquote>\n<p dir=\"ltr\">There\u2019s a wealth of highly specialized marketing talent available to brands today, but few brand managers know exactly where to look to find a good fit for their most pressing needs.<\/p>\n<p dir=\"ltr\">Sure, the brand manager may read the trades \u2014 and maybe she has a robust network of peers to tap for recommendations \u2014 but that\u2019s not the most reliable pathway to take when the business need is acute and the need for an answer is long past due.<\/p>\n<\/blockquote>\n<p>Please read the full article on BuiltIn.com, provided that you&#8217;re interested in taking the puffery out of the pitch process.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-37160\" src=\"https:\/\/www.adpulp.com\/wp-content\/uploads\/2021\/08\/Marketing_Strategy__Tips___Advice___Built_In-1.jpg\" alt=\"\" width=\"601\" height=\"454\" srcset=\"https:\/\/www.adpulp.com\/wp-content\/uploads\/2021\/08\/Marketing_Strategy__Tips___Advice___Built_In-1.jpg 601w, https:\/\/www.adpulp.com\/wp-content\/uploads\/2021\/08\/Marketing_Strategy__Tips___Advice___Built_In-1-300x227.jpg 300w\" sizes=\"auto, (max-width: 601px) 100vw, 601px\" \/><\/p>\n<h2>Why Technology Marketers Tend to Struggle<\/h2>\n<p>My first article for Built In addresses client blindspots, which can be particularly prevalent in technology companies that are led by a founder.<\/p>\n<p><a href=\"https:\/\/builtin.com\/marketing\/build-your-brand\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>When the Product Does All the Talking, Where Does Brand Marketing Fit In?<\/strong><\/a><\/p>\n<blockquote>\n<p dir=\"ltr\">I have met with and worked closely with tech leaders with pronounced brand marketing blind spots. Typically, these were the result of the tech entrepreneur\u2019s engineering mindset. Engineers may see brand marketing as frivolous; in their mind, all the genius is in the product.<\/p>\n<p dir=\"ltr\">The engineer also wants to convey all the facts under the sun about the new gizmo, without ever stopping to consider the capacity of the buyer to take in and weigh this kind of information \u2014 or how it will position the new company in the buyer\u2019s mind.<\/p>\n<\/blockquote>\n<p>I&#8217;ve also witnessed the very same people who say, &#8220;We want to be like Apple,&#8221; at the outset of the client\/agency relationship, make that wish impossible to fulfill.<\/p>\n<p>Being like Apple means that every decision and move made from that point on will honor the customer. It also means placing design and brand experience at the center of the entire organization.<\/p>\n<p>In a company like Apple, products and services are created to surprise and delight people. In almost every other technology company, pleasing the customer is merely an assumption that gets made by uninformed executives. Meanwhile, Apple is busy <em>earning<\/em> everyone&#8217;s attention.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>To reach new and more readers, I started to send out articles for publication\u2014articles that would have otherwise appeared in these pages. Technology-focused Built In has been kind enough to run two of my pieces, so far. Here&#8217;s the latest: RFPs Are a Waste of Precious Time. Here\u2019s a Better Way to Hire an Agency. [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":37165,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[72,161,29,43],"tags":[],"class_list":{"0":"post-37157","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-clients-from-hell","8":"category-industry-analysis","9":"category-self-promotion","10":"category-technology","11":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>On BuiltIn.com Now: RFPs Are a Waste of Precious Time - Adpulp<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpulp.com\/articles-on-builtin-com-reach-people-who-market-technology\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"On BuiltIn.com Now: RFPs Are a Waste of Precious Time - Adpulp\" \/>\n<meta property=\"og:description\" content=\"To reach new and more readers, I started to send out articles for publication\u2014articles that would have otherwise appeared in these pages. 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It's usually around this time that I get a handful of last minute\u2026","rel":"","context":"In &quot;Clients From Hell&quot;","block_context":{"text":"Clients From Hell","link":"https:\/\/www.adpulp.com\/category\/clients-from-hell\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":7593,"url":"https:\/\/www.adpulp.com\/request_for_fai\/","url_meta":{"origin":37157,"position":3},"title":"Request For Fairness (RFF)","author":"David Burn","date":"February 10, 2010","format":false,"excerpt":"Agencies and clients are peas in a pod. Right? Uh, not always. Jennifer Modarelli, president of White Horse in Portland, writing on Ad Age says the request for proposal process is messed up. 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This campaign will inform consumers on the significant risks to human and environmental\u2026","rel":"","context":"Similar post","block_context":{"text":"Similar post","link":""},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":3708,"url":"https:\/\/www.adpulp.com\/as_you_can_see\/","url_meta":{"origin":37157,"position":5},"title":"As You Can See On Slide 63&#8230;","author":"David Burn","date":"April 13, 2007","format":false,"excerpt":"Cartoon courtesy Hugh MacLeod, who now does work for Microsoft (Powerpoint's manufacturer) Virginia at Brains on Fire recently found herself \"under a mountain of slides.\" I shudder to think what the % of total working hours of my career have been spent making, perfecting, or presenting slides. 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