Avoid the zone-out zone: make live events work online

By Tim Lord   |   August 19, 2019

 When we asked clients and business allies about the marketing tactics that are working in 2019, they told us that live, in-person events are an invaluable source of leads—often the most valuable—whether they’re offering software, hardware, or services.

“But it’s not just a black and white question,” says Megan Tederick, Senior Manager, Product Marketing & Strategy for Cognizant. “‘Do digital events work for you,

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Getting the most from your live events

For direct connection to prospects and customers, nothing tops in-person live events.
By Tim Lord   |   July 26, 2019

In today’s digital world, your company’s website is an online billboard and storefront that’s open 24/7. In an ongoing survey with DeLaune clients and contacts, we found that many enterprises’ most valuable leads spring from live events.

One respondent noted that after taking part in this year’s RSA and CES conferences, her company “came away with some solid leads as well as an invitation to do a briefing for Gartner,” saying “[As] a start-up,

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Highest-returning marketing tactics? What clients are saying in 2019

By Tim Lord   |   June 28, 2019

Today a business has huge choice in how to spend its marketing dollars.

As we end the first half of the year at DeLaune, we wanted to know which marketing tactics are generating the highest return in 2019.

Will you follow the digital trend and focus on social media?

Are traditional tactics such as webinars and email campaigns back in vogue?

Are trade shows more about swag than actual leads?

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Searching for enterprise data? Have a little trust

Enterprise storage systems can be tough places to search.
By Tim Lord   |   June 18, 2019

Remember life before Google? Even when information existed in digital form somewhere, searching for it was mostly a manual process. Rereading David Weinberger’s 2007 Everything is Miscellaneous made me think about how far we’ve come to address search in the modern age, and how far there is to go.

It’s around here. Somewhere.

Searching network data stores with Windows’ native tools is slow, and the results are harder to interpret and to trust than those of modern Internet search engines.

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Crafting the story for stealth-mode startups

By Tim Lord   |   May 20, 2019

In 2012, Shaku Selvakumar  took the kind of step that entrepreneurs live for: She stepped out of a successful marketing career at IBM to help guide the growth of a stealth-mode startup.

That startup, CognitiveScale, took a hint from its own name: Shaku started as employee number five; the headcount now is over 150.

I spoke with Shaku about the insights that experience yielded, in going from an established enterprise to a nimble startup.

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DeLaune Wins Three Communicator Awards

Winning hands holding a trophy
By Amy Valentine   |   May 13, 2019

World-renowned International Competition Receives 6,000 Entries Annually

AUSTIN, TX—DeLaune and Associates, an Austin-based digital marketing firm specializing in technology, has won three awards in the 2019 Communicator Awards, an international competition that recognizes outstanding creative achievement by marketing and communication professionals.

DeLaune was awarded three awards of distinction for two e-books and a stand-alone infographic produced for IBM, Atos, and Siemens:

IBM—The essential buyer’s guide to data capture and automation (e-book)

Atos—Internet of Things Infographic (Individual infographic)

Siemens—Reliable Power (e-book)

“It’s truly an honor to be recognized for our work,” said Renee DeLaune,

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Austin: A hubstantial data security center

cyber programmer at work
By Tim Lord   |   March 21, 2019

 

The Austin American-Statesman says that whether Austin is fit to be called a cybersecurity hub depends on who you ask. We think that Austin’s clearly arrived on that front already—partly because of the kind of companies and organizations the paper highlights, including Jask, SailPoint, and the U.S. Army’s Futures Command HQ, and partly because of the security ventures, subsidiaries, and infrastructure elements the article glosses over.

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Digital marketing assets: In-house or outsource?

By Tim Lord   |   March 12, 2019

At DeLaune, we specialize in creating benefit-driven digital marketing assets, and we pride ourselves on it. We’d be happy to help you craft a new infographic, a buyer’s guide, or a series of in-depth white papers.

But every organization has a different set of needs. So it makes sense to ask: Are you keeping the right parts of your message creation in-house? Are you taking advantage of outside teams when it makes the most sense?

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Specialization sparks partnership: What does that mean for your digital marketing assets?

By Renee DeLaune   |   March 6, 2019

Partnership can mean very different things in today’s business world, from a one-time collaboration to design a crucial component, to long-term, cheek-by-jowl collaboration across projects and products.

Becoming best of breed doesn’t mean being the biggest

There’s one kind of partnership, though, that’s made a big difference in the way certain products are marketed and deployed—especially high-value, high-involvement products like business technology. That’s the relationship of a vendor, such as a hardware and software company,

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Digital marketing assets: Got Blogs? (Need help?)

school of sharks circling
By Tim Lord   |   March 1, 2019

“A relationship, I think, is like a shark. You know? It has to constantly move forward or it dies. And I think what we got on our hands is a dead shark.”

  • Alvy Singer, Annie Hall

A blog is a lot like a relationship—and it is one, in fact, even if it might seem awfully one-sided at times. What’s more, it’s a relationship that comes with a commitment problem,

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