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Fusion Blog

Episode 2: “Playing Bigger,” with Kevin Maney

On Episode 2 Kevin Maney, co-founder of strategy consulting firm┬áCategory Design Advisors, joins me to discuss how tech companies can achieve market leadership. It's a noisy and competitive word in technology. How to stand apart? It gets down to creating and owning a category. Kevin will offer

Rumors of Tech PR’s Demise are Greatly Exaggerated

Many wish to continue to write off public relations and kick it to the curb - by coldly saying that the profession and/or its trappings are dead. First it was gripes about the press release, and in the latest example, a report that tech PR is

New Podcast: PR, Done and Doner!

We are proud to introduce PR: Done and Doner, a podcast that equips tech PR and marketing pros with the info needed to get the best possible results. It is not just about mastering the changing world of earned media, although that is key part (and

From “Secret Sauce” to Market Leadership

Here is the third installment in my series about maximizing "secret sauce" in tech marketing. In the first post, I explored the meaning and history of the term, and shared examples. In the next one, I outlined steps to turn your core IP

From Secret Sauce to PR Confection in 4 Steps

In my last post I explained the history and significance of secret sauce, or IP, in tech marketing. I also laid out the challenges of getting PR mileage from your core tech. To summarize, "secret sauce" underpins a solution or component.  This almost magical ingredient has given

Robin Schaffer on Maximizing Analyst Relations

It was a while since I last checked in with Robin Schaffer, when I saw on LinkedIn that she'd just published a book: Analysts on Analyst Relations. We know Robin from our work on former client NICE Systems. She managed analyst relations there,