Embed Size (px)
Citation preview
Marketing Your InnovationsBest Practices for Tech Transfer Professionals
September 5, 2007Imelda OropezaCopyright Licensing & Marketing SpecialistStanford University, Office of Technology Licensing650-723-0651
© The Board of Trustees of the Leland Stanford Junior University
Imelda OropezaOffice of Technology Licensing
Stanford University
Outline Effective Internal Marketing Strategies Cold Calling Tips & Strategies Contact Management CRM-Customer Relationship Management Resources
Effective Internal Marketing StrategiesReaching out to faculty and researchers
Imelda OropezaOffice of Technology Licensing
Stanford University
Events and Presentations Presentations to research groups
Information they are interested in What is a Patent? Patent reform Who is an Inventor? Open Source
Join existing events Conferences, Faculty department lunches
Have faculty who have had inventions licensed participate
Survey, address concerns & keep them informed
Imelda OropezaOffice of Technology Licensing
Stanford University
Presence & Accessibility Branding Posters, Promo items Communication (electronic/print)
Newsletters (electronic, yours or others) Annual reports, Informational
brochures Personal communication
Cold Call Telephone TacticsBuilding your network
Imelda OropezaOffice of Technology Licensing
Stanford University
Advantages of Cold Calling Low-cost High rate of return Helps build network Get feedback first-hand Convey knowledge and opportunities
Imelda OropezaOffice of Technology Licensing
Stanford University
Cold Calling Success Be persistent—usually takes 5-6 times before
you get a call back Leverage contacts, referrals, alums Preparation What companies to target
Midsize companies
Imelda OropezaOffice of Technology Licensing
Stanford University
Cold Calling General Tips Early/late Smile, use professional voice Be specific, slow down, speak clearly &
communicate value Follow up with an e-mail
Imelda OropezaOffice of Technology Licensing
Stanford University
When You Make Contact Ask questions???
Are they open to in-licensing? What are their areas of interest Would they look at this technology?
Communicate value Why you thought of them Value/benefits of invention
Schedule appointment, commitment to review
Imelda OropezaOffice of Technology Licensing
Stanford University
Contact Management When you learn something about a company
or individual, memorialize & share Everyone should participate Keeping information current
Imelda OropezaOffice of Technology Licensing
Stanford University
The Web & Contact Management The Interactive Website
Advantage for you Present other relevant technologies Capture preferences/areas of interest Feedback Automatic push
Advantage for users Non-confidential information rich resource Relevant information Timely notification of new opportunities
Customer Relationship Management (CRM)Leveraging systems to share information & increase productivity
Imelda OropezaOffice of Technology Licensing
Stanford University
What is CRM? Customer relationship management
(CRM) is a broad term that covers concepts used by companies to manage their relationships with customers, including the capture, storage and analysis of customer, vendor, partner, and internal process information.
---Wikipedia
Imelda OropezaOffice of Technology Licensing
Stanford University
CRM Good Practices Group commitment Technology
Lots of solutions“Make the technology fit your business, don't make your
business fit the technology.” Scheduling, customer data collection, sharing Automating marketing, drips, content push Project management Access 24/7, remote
Imelda OropezaOffice of Technology Licensing
Stanford University
Resources Cold calling tips
The Complete Idiot's Guide to Cold Calling by Keith Rosen. Reprinted with permission by Alpha Books, a member of Penguin Group (USA) Inc. 2004.
Inc. Magazine http://www.inc.com/guides/sales/20677.html
CRM/Contact Management Sugar CRM-http://www.sugarcrm.com/ Etelos CRM for Google Apps
http://www.eteloscrm.com
