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Dean Kirkland

McClenahan Bruer | Tech B2B Marketing » Blog

http://www.mcbrublog.com/

Located in Portland

Last update: December 2nd, 2014 at 11:20 am

ping: http://ignoregon.com/ping/785

1 post clicks in the past 90 days

Technology Marketing, PR, Advertising, Lead Generation and Nurturing

In the glory days of print journalism, reporters and feature writers wrote stories, but headline writers wrote headlines: No one single person was expected to write both because they required different skill sets. Few of us writers now have the luxury of a headline writer, yet arguably the right headline is more importan

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Is the banner ad finally dead? It’s question that we’ve been asking ourselves recently, and it seems especially relevant as, here at McBru, we’re neck-deep in 2015 media planning for our tech B2B clients. A recent article in the New York Times asserts that whether or not banner ads are dead today, they are certainl

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In our modern world, the way we consume technology changes nearly every day. A former client of McBru and a friend of the agency, Pam Didner recently wrote an article for The Guardian that examines how technology and our behavior interact, and the implications that has for content marketing. The backbone of technology, a

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At McBru, we’re lucky enough to be surrounded by crazy smart and fun people. One of our newest McBruvians, Sarah, definitely fits that bill. I recently had the pleasure of talking with Sarah about what she loves about McBru and the great city we’re located in. Q: How long have you been with McBru? Sarah: […]

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Last week LinkedIn launched its first-ever iOS app for SlideShare, giving a big boost to the world’s largest community for sharing presentations and other professional content. With 60 million unique visitors a month, SlideShare is a great catalyst in which to distribute your message and get content to your end user.

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In today’s ever consolidating and shrinking editorial environment, individuals and companies with something important to communicate are wise to avoid relying solely on third-party editorial channels to communicate their messages. The days of simply briefing analysts and reporters and then awaiting their stories and re

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In today’s ever consolidating and shrinking editorial environment, individuals and company’s with something important to communicate are wise to avoid relying solely on third-party editorial channels to communicate their messages. The days of simply briefing analysts and reporters and then awaiting their stories and

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Engineers are humans too. And humans are emotional beings, even when it comes to the tech world. That’s why creating impactful, exciting content for Tech B2B audiences is an essential component to balance a  communication plan that has the propensity to lean heavily on facts, figures, and logic to sell its products. H

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PR Daily posted an article today about the scant presence of CEOs on social media. According to the article, which cites research conducted by CEO.com and Domo, 68 percent of CEOs are not active on social media. Of those who are active, the overwhelming majority are active on one platform only. As a CEO myself, […]

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PR Daily posted an article today about the scant presence of CEOs on social media. According to the article, which cites research conducted by CEO.com and Domo, 68 percent of CEOs are not active on social media. Of those who are active, the overwhelming majority are active on one platform only. As a CEO myself, […]

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It’s been the social media sensation of Summer 2014. It’s also a brilliant viral marketing campaign for consciousness raising. I’m talking about the ALS Ice Bucket Challenge, of course, where a camera captures your reaction as a bucket of icy cold water is dumped on your head, and is then shared on your favorite so

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It’s been the social media sensation of Summer 2014. It’s also a brilliant viral marketing campaign for consciousness raising. I’m talking about the ALS Ice Bucket Challenge, of course, where a camera captures your reaction as a bucket of icy cold water is dumped on your head, and is then shared on your favorite so

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Here at McBru, we like to surround ourselves with peers who are wicked smart.  Taylor Long is one of those who we consider ourselves lucky to work with everyday. I recently had the pleasure of interviewing Taylor to learn more about her background and her responsibilities here at McBru. Q: How long have you been […

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Here at McBru, we like to surround ourselves with peers who are wicked smart. Taylor Long is one of those who we consider ourselves lucky to work with everyday. I recently had the pleasure of interviewing Taylor to learn more about her background and her responsibilities here at McBru. Q: How long have you been […]

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There’s a communication technology out there that’s growing fast and opening doors for marketers and purveyors of news and information. It’s called email. But wait? Isn’t email suppose to be all but dead, a relict of the 1990s and dial-up modems? Turns out email newsletters and direct email marketing is undergoin

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There’s a communication technology out there that’s growing fast and opening doors for marketers and purveyors of news and information. It’s called email. But wait? Isn’t email suppose to be all but dead, a relic of the 1990s and dial-up modems? Turns out email newsletters and direct email marketing is undergoing

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What’s it take to get retweeted on Twitter? Three computer scientists decided to find out. They created an algorithm that sorts through flows of social media data to determine which of paired tweets (i.e., “two tweets about the same link sent by the same person”) is more likely to be retweeted. The scientists wante

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Three computer scientists decided to find out. They created an algorithm that sorts through flows of social media data to determine which of paired tweets (i.e., “two tweets about the same link sent by the same person”) is more likely to be retweeted. The scientists wanted to find out if certain word patterns, phrase

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There is more hunger for love and appreciation in this world than for bread. -Mother Teresa * * * In early 2014, Team McBru was tapped to design a t-shirt to help Oregon United for Marriage raise awareness and support for marriage equality. With our strong local roots and commitment to our community—not to mention [

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For a form of communication barely a decade old, social media has already spun up a remarkable number of myths. Many of these sprang from the channel’s early days, when marketers began to use social media to reach audiences through syndication and amplification of content and brand messages. At the time, few analytics-

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Canada is set to enact a law to protect its citizens from spam and other electronic threats. Called the Canadian Anti-Spam Legislation (CASL), the law makes it illegal to send commercial email to a Canadian consumer without their consent. This has the potential to upend email marketing as we know it not just in Canada [&

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As proof of the dictum that everything old is new again, the advertorial rises once again as native advertising—branded content that’s designed to look and read like editorial content. But just how effective is native advertising for Tech B2B audiences? Digiday recently published a couple articles that attempt to ans

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As a tech B2B writer here at McBru, I write a good deal about Big Data, the enormous information flows derived from sensors, social media feeds, and device-to-device communications. For example, in an average airplane there are more than 50,000 sensors constantly monitoring everything from electrical flows to air quality

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According to Chad Pollitt of Social Media Today, SlideShare is best by far at converting B2B customers. Pollitt compiled data over an 18-month period from Social Media Today’s own social media efforts to get audiences to take an action and convert—meaning clicking to “Learn More,” or downloading a white paper, o

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With the recent removal of the LinkedIn Products & Services tab from Company Pages, it’s time for businesses to switch gears to the newly minted Showcase Page format. Showcase Pages are an extension of a LinkedIn Company Page that allows a business to promote specific products or services to a targeted buyer person

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In part two of a series, we further explore Tony Haile’s article at Time.com, “What You Think You Know about the Web Is Wrong.” Here we examine the effectiveness of online advertising, with lessons for how tech B2B marketers can use better design and better content to reach their audience. *         […]

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McBru has served as influencer relations agency and strategic marketing advisor to a number of growth-stage companies over the past 20+ years. For some of our clients, the goal was an IPO and faster growth. For other clients, the goal was strategic acquisition. One thing all our growth-stage clients had in common? They w

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Here at McBru, we often host out-of-town clients for meetings and events. And since Portland has a reputation as a “foodie” capital, these visitors often ask for advice on where to eat and drink to experience the best of Portland. That’s where I come in: I eat and drink across the city so you don’t […]

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Many long-held assumptions about Web-based and social media-driven advertising go under the microscope in “What You Think You Know the Web Is Wrong,” an article at Time.com by Tony Haile. Haile is the CEO of Chartbeat, a real-time Web analytics solution provider. The article raises fascinating questions about the eff

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Last summer I was fortunate to attend a presentation at Portland’s Urban Airship by Rand Fishkin, CEO of MOZ. In his talk, hosted by SEMPDX, Fishkin spoke about “The Mighty Nudge,” a method of influencing behavior that is being leveraged by everyone from policy-makers to content marketers. Similar to Gl

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