Technology listings are one of the most important and potentially powerful marketing tools in your arsenal – but they can also be complete duds if they’re filled with technical jargon and lack the key elements that expert marketers use to grab attention and then move prospects to action.
The most effective tech listings tell the innovation’s story, stress its benefits and market potential, and clearly demonstrate why the technology is suited for licensing, valuable to partners, or ready to be spun out. The importance of these stories can’t be overstated since they typically form the basis for multiple prongs in your marketing strategy, including web postings, social media, and conference fliers, e-mail blasts, and online tech listings. It’s no exaggeration to say that the quality of these summaries can make or break a technology’s path to the marketplace.
That’s why we’ve partnered with one of the world’s top technology marketing teams, from leading tech transfer consulting firm Fuentek LLC, for this dynamic program:
Fuentek’s experts, with decades of marketing success working with corporations and research organizations, will guide you and your staff through a step-by-step process for preparing an effective marketing brief and leveraging its power by incorporating it into a comprehensive marketing strategy.
Join Laura A. Schoppe, Becky Stoughton and Nancy Pekar for this practical webinar workshop. They’ll cover:
- Why a solid technology description is important
- Key components of an effective description
- Developing content that is compelling, clear, and concise
- Incorporating an effective call to action
- Boosting productivity by leveraging descriptions in multiple efforts
- Copywriting tips and tactics
- Common mistakes and how to avoid them
- Examples and case studies
Meet Your Team of Presenters:
Laura A. Schoppe is president of Fuentek, LLC, a consulting firm that provides intellectual property (IP) management and technology transfer services to universities, government labs, and corporations worldwide. Schoppe has an extensive background in all aspects of IP management. She has been a lead negotiator for major licensing agreements, strategic relationships, and collaboration agreements at top universities, government agencies and Fortune 500 companies around the world. Her expertise includes building efficient and effective technology management organizations; IP portfolio management; open innovation; technology marketing and strategic communications; negotiating licenses, collaborative R&D partnerships, sponsored research agreements (SRAs), and other deals; and entrepreneurship training for innovators/researchers. She currently serves on the board of the Association of University Technology Managers (AUTM) Foundation.
Becky Stoughton is a vice president with Fuentek and a Certified Licensing Professional™. She is a technology transfer executive and entrepreneur with more than 26 years of experience, having been director of the Office of Technology Commercialization at the University of Texas at Dallas until 2013. Prior to her career in tech transfer, Stoughton founded or was CEO of several Internet and publishing businesses. She also engaged in engineering management and systems engineering in the defense industry. Stoughton has served on the board of TeXchange (a Texas-based organization for technology entrepreneurs), been a member of AUTM and the Licensing Executives Society, and engaged with several angel investor groups. She has served as a mentor for the New Hampshire startup accelerator Accelerate NH and for the FIRST® Lego® League Jr. STEAM Ahead program.
Nancy Pekar is a writer, editor, and communications consultant with more than 20 years of experience preparing award-winning technology marketing materials for a wide range of innovation organizations. During her 17+ years with Fuentek, she has written hundreds of technology marketing descriptions. Pekar’s portfolio also includes marketing collateral ranging from such traditional formats as brochures, presentations, posters, newsletters, and annual reports to cutting-edge online and multimedia campaigns that effectively leverage social media. She has developed communications strategies that target not only potential licensees/partners but also internal audiences such as researchers, administrators, and management.
About Fuentek
Fuentek provides comprehensive technology-related consulting services for leading university, government, and corporate decision makers around the world. Fuentek’s experienced consultants have a broad range of technical expertise, real-world business experience, and unparalleled communications capabilities. The company meets the specific needs of each client, with a commitment to being value-added in its innovation management, strategic consulting, branding and marketing, deal-making, market research, and training services.
