Tech Transfer Central
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Marketing Your Innovations: Best Practices for Tech Transfer Professionals

Format: MP3, CD, or PDF Transcript
Originally presented: September 05, 2007

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If you’re like most tech transfer professionals, one of your toughest challenges — and the one you need the most help with — can be summed up in one word: marketing.

Most tech transfer professionals have little or no marketing background or experience, yet they are thrust into a position that demands savvy, targeted marketing of their IP to business and investment executives who are anything but pushovers. What’s worse, marketing is only one part of a many-faceted, stress-filled job that leaves little time for strategizing and careful planning. But the reality — the bottom line — is that you’ve got to get your organization’s inventions licensed, and without good marketing your chances are slim to none. How do you meet this challenge?

In response to demand from our worldwide readership for nuts-and-bolts, real-world marketing guidance, Technology Transfer Tactics newsletter presents:

Marketing Your Innovations:
Best Practices for Tech Transfer Professionals

This dynamic, pre-recorded audioconference features three leading tech transfer marketing pros, who’ll share their marketing tips, traps, successes, failures, and best ideas. You’ll leave with marketing tactics and strategies you can use immediately to boost your effectiveness and find more licensees for your IP, and boost your office’s bottom line.

Learn what works — and what doesn’t — from “in-the-trenches” tech transfer marketing pros

In this 90-minute session, you’ll get practical, actionable ideas and successful case histories from your peers who have “been there, done that” in the real world of intellectual property marketing. They’ll share their successes and their failures — along with their lessons learned in the process of building effective marketing approaches and campaigns.

Here’s what you’ll learn as you listen:

  • effective internal marketing strategies
  • “cold” e-mailing and telephone-based tactics
  • what your IP info package should include — and what it shouldn’t
  • matching the right prospects with your IP
  • getting the most out of tech fairs, open houses, and other outreach efforts
  • building your TTO’s brand
  • contact management strategies
  • using the Web to snare licensees
  • marketing on a shoestring budget
  • effective integration of public relations
  • “selling” to the government
  • customer relationship management
  • getting researchers on the marketing team
  • creating targeted direct mail campaigns
  • taking your IP “on the road”
  • and much, much more!

Meet your Faculty

Imelda Oropeza is a Copyright Licensing and Marketing Specialist in one of the world’s leading tech transfer organizations at Stanford University, Palo Alto, CA. With 20 years of marketing experience, she has worked on marketing innovations coming out of Stanford’s many research centers focused on a wide range of industries including semiconductors, carbon nanotubes, lasers, biotech, software, genetics, imaging, Internet, communications, animation, and education. She also evaluates partnerships and market research resources for the office. She manages a caseload of 260+ software-related inventions that span subject areas from across the entire University and negotiates agreements for a range companies from start-ups to Fortune 500 companies.

Michael J. Martin, president of Blacksburg, VA-based TechTransfer Associates Inc., has over 30 years of business and product development experience and has held positions at E.I. DuPont, PPG Industries, Ciba-Geigy, Michigan State University and Virginia Tech Intellectual Properties, where he was responsible for the development and transfer of advanced manufacturing technology; formulation and execution of new business entry plans; financial and market evaluations of acquisitions; national sales and market management; growth of community economic development strategies; and sourcing, screening, evaluation, marketing, licensing and patenting of inventions. He has been elected as a Trustee of the Licensing Executive Society (LES); is an international delegate to LES International; appointed to the International Conference on Composite Materials Executive Council; and consults on technology transfer for the American Association for the Advancement of Science (AAAS). Mike is a recognized speaker and author on technology transfer, intellectual property law, product development, and implementing advanced manufacturing technology.

Kris Johansen, PhD, MBA, is the SBIR/STTR Program Administrator in the Office of Intellectual Property and Technology Transfer at Iowa State University, where she assists small businesses in identifying funding opportunities and preparing grant proposals. In addition, she is involved in marketing university technologies available for licensing, and has developed marketing materials and identified licensing leads for over 70 technologies in the areas of life sciences, engineering and physical sciences, and chemistry. Kris has also participated in the evaluation of the commercial viability and business development strategies for new technologies as a grant reviewer for various federal agencies.

Who Should Listen

Technology transfer managers and professionals, licensing and marketing specialists, research managers, and other professionals with an interest in marketing intellectual property.

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