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Dean Kirkland

Tech B2B Marketing by McBru

http://www.mcbrublog.com/

Located in Portland

Last update: April 10th, 2014 at 11:16 am

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

1 post clicks in the past 90 days

Technology Marketing, PR, Advertising, Lead Generation and Nurturing

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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UPDATE: Pixar’s CEO Ed Catmull is the featured cover story in the April 2014 issue of “Fast Company” magazine. The article promotes his new book, Creativity, Inc., and highlights the fact that—while the company may have pushed the release of its latest feature—Pixar also has 14 box office hits in a row, suggest

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At McBru, we have an excellent technical writer on staff. You’ve probably heard of him: Bill McRae. Yes, he’s quite the celebrity among our deep tech clients. He whips and wrangles their content into easy-to-digest and highly credible technical pieces. Anyone who has worked with him can appreciate he knows his craft,

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Congratulations to Sam Templeman, our talented new designer for web and creative content, who recently became a full-time member of the McBru team! Sam has moved from behind-the-scenes intern at McBru to an integral member of our Creative Department, and we could not be more excited. Sam started at McBru in October, 2012

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For those of us who spend our days trying to solve the riddle of successfully marketing to audiences who hate being marketed to, it can be easy to fall into the trap of “just the facts, ma’am” content and messaging.  But that approach is almost certainly not a winner. Just because engineers and developers mistrust

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What is native advertising, and how is it different from contextual advertising? These are the questions keeping me, and other tech B2B marketers, up at night in 2014. Thanks to a great webinar hosted by our friends over at Vocus, I recently got a little more clarity. Turns out, native advertising is really just a [̷

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Have you done a 360 lately? That is, a comprehensive macro view of your social media program. Whether for your own tech B2B business or a client’s, a Social Media 360 can help lift your head up to analyze morphing goals and find out how they line up with a program that drives results. You […] The post

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LinkedIn reigned supreme in 2013. According to Holger Schulze, a B2B content marketing executive, LinkedIn surpassed YouTube as the most influential social media platform. It also saw the highest adoption rate among content marketers this year according to the Content Marketing Institute. Two factors leading to this deve

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It’s that time of year – 2014 media planning is in full swing! If you’re new to the planning and buying for your online advertising presence it can feel like a daunting task. I hope some of these tips will help. Start with the big picture. The first step in media buying is understanding your […]The pos

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When Ad Value Equivalencies (AVEs) were first conceived, the practice of public relations was often pitted against advertising for the value of its impact on the market and in turn, the maximum share of budgets allocated to each medium. While the battle over marketing’s purse strings may never be fully resolved, PR and

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Conventional wisdom tells us that utilizing social media for B2B marketers is not a strategic initiative. The overarching opinion is that social media is for consumers and those that market directly to that audience. Interestingly, a recent eConsultancy survey found that 67% of marketing decision makers agreed that socia

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Social media has become a substantial part of marketing in today’s world. Social media can provide many beneficial outcomes from a marketing standpoint, anywhere from increasing brand awareness to building key relationships needed for the success of the company. According to All Twitter, 87 percent of B2B marketers now

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Many demographic filters are a waste of money for lead or list acquisition. Why? Because they concentrate on what people have filled out on a form rather than what they are doing. They are an artificial means of segmenting an audience. I spent years fulfilling, selling, and buying lead generation commitments for clients

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Hi. My name is Kevin Fann, the new Creative Director here at McClenahan Bruer. When I joined the team a few weeks ago, my first assignment was to give this agency’s creative department what it needed most in the short-term: a solid process for creative workflow. I’ve worked in creative as a copywriter for six […

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If you’ve managed a PR program, you understand writing a great pitch is an art that cannot be underestimated. In our current media landscape, with publications consolidating left and right, journalists are wearing multiple hats and stretched as thin as they can be. Your client may well have the most amazing product or

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People are exposed to and understand brands more now than anytime in history. In tech B2B marketing, just as in the larger consumer market, brand association is subjective and much of the personal feeling about a brand comes from experiences of dealing with the company. As the visual representation of the company, the ma

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In late September, Google announced the first rewrite of its search algorithm since 2000. The new algorithm, called Hummingbird, restructures the computations behind search so Google can better handle longer and more complex queries, with a focus more on trying to understand the meanings and relationships among things, r

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Mirror by Romolo Stanco of nonesiste design lab What makes an agency right for your business? What makes you a client your agency can be successful for? The answers to both questions come down to one thing: alignment. Four Questions Tech Marketers Should Ask Agencies It’s easy for you as a tech B2B marketer to […

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As more and more of our lives become automated, we’ve become accustomed to machines performing the jobs people once did: preparing food, teaching classes, even driving cars. Now comes news that robots are replacing journalists. The story got me thinking: Could robots soon displace B2B marketing writers? In a news video

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Given what they do, it’s no surprise project management software startup Jama Software waited six years to secure venture capital funding for product development. After all, according to Jama’s website, they believe, “Product delivery is bigger than product development. It begins much earlier in the product

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In May, Google rolled out a new approach to Gmail inboxes. Rather than one inbox, users now see three tabs: Primary, Social and Promotions. To the user, these look like three separate inboxes, and by default they are taken directly to the Primary tab. However, if you are a tech B2B marketer and you’re sending […]

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As the firehose of B2B content grows stronger and stronger, finding, consuming and promoting the good stuff becomes more difficult. Flipboard is a great way to organize all of your content. Flipboard is an app that gathers all sorts of content streams together—your Facebook feed, Twitter feed, LinkedIn, blogs, articles

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B2B and B2C marketers know the impact social media platforms have to bolster their campaigns, disseminate brand message, raise awareness and increase customer engagement. Social media has given a powerful voice and ample leverage to the customer. Savvy marketers are leaning in to maximize the engagement and grow, and kee

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The Times, they are a-changin’. In a few short months, the New York Times will officially unveil its new-look website, redesigned for the first time since 2006. Many of us who design for web and digital media look to such high-profile makeovers as a bellwether of current trends and best practices. Of special intere

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The first question you may ask is, what is virtual trade show attendance?  Attending a trade show virtually is like a brick-and-mortar event except that you attend the show on your computer from anywhere you have an Internet connection. What are the benefits of a virtual trade show? In a down economy, many companies are

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For B2B tech writers schooled in the niceties of fine composition, writing text for search engine optimization (SEO) can be a struggle. For most of us, writing for robots isn’t why we got that all-important English degree. But search engine rules change over time, as shown in a recent infographic about writing content

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On any typical day at McBru, we may hear from one of our tech B2B marketing clients how challenging it is to maintain a content marketing program. It’s tough to keep up a flow of high value blog posts, collateral and other assets. That’s why we also talk about the flip side of content strategy: […]The po

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In a blog post earlier this year, I questioned the value of ad retargeting in tech B2B. While I’m still skeptical that traditional retargeting is the best route  – we still don’t want our clients’ ads on Zappos – some advancements are making this an interesting option for our clients. Basic retargeting

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