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Launch Team Blog

Katie Steelman

Recent Posts

Building a Patent Portfolio Amid the Death of True R&D

 

Patent Portfolio ROI

Each year, more and more American companies are cutting research and development budgets, moving further away from fundamental research and instead focusing on products that are closer to commercialization and monetization. As Fortune Magazine reported in December 2015, DuPont’s former CEO Ellen Kullman resigned under much criticism last year, and one of the complaints coming from opponents was her heavy investment in R&D.

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Topics: Patents, Change and Innovation

Marketing Tip of the Week: Use Buyer Behavior to Prioritize Mobile-Friendly Web Design [Video]

MTOTW #53: More people are now using mobile for search, but it varies by industry. Find out how your customers search before jumping into a web redesign.

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Topics: Inbound Marketing, Content Development

Beer & Blog: Optics Industry Sales & Marketing Trends

 

Recently we spoke with Jeff Nichols, sales manager at PennWell, the organization that publishes Laser Focus World. Trade publications are valuable in reaching niche audiences like optics, photonics and lasers. Jeff is well regarded in these industries for being both practical and strategic in creating advertising plans. Though Jeff and Launch Team President Michele Nichols are not related, they have served many of the same companies, working to meet their advertising and marketing needs. Enjoying a craft beer (see below), they talked through trends in the optics industry right now.

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Topics: Business Insights, Marketing Mix, Marketing Strategy, Beer & Blog (interviews)

Beer & Blog: IP Considerations for Second-Stage Growth Companies

 

Last week, we spoke with Greg Gribben and Katie McGuire of Woods Oviatt Gilman about trademark entity discovery during a company rebrand. This week we'll share our conversation about the main intellectual property challenges for companies in their second stage of growth. From exit strategy to working with outside vendors, growing companies have a lot to consider.

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Topics: Business Insights, Patents, Change and Innovation, Beer & Blog (interviews)

Marketing Tip of the Week: Ensure Product Launch Success with These Follow-up Tasks [Video]

MTOTW #52: After the official launch of your new product or service, there are a few key activities that can help ensure continued success:

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Topics: Lead Generation, Marketing Strategy, Product Launch

Beer & Blog: Company Rebranding from a Legal Perspective

 

Ever wished you could have a beer with a team of lawyers to pick their brains on things you should be considering as your company grows? We did just that, and we're sharing what we learned (plus some great local beer recommendations).

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Topics: Patents, Branding and Identity, Beer & Blog (interviews)

Marketing Tip of the Week: Optimize Your Website for Today's High Tech Buyer [Video]

MTOTW #51: In manufacturing in the U.S., nearly 40% of the workforce is up for retirement in the next few years. The next generation of technicians and engineers has different buying behaviors, which will likely affect how you sell to them.

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Topics: Inbound Marketing, Lead Generation, Marketing Strategy

Marketing Tip of the Week: Go Beyond Sales Prospecting with Social Media [Video]

MTOTW #50: Lots of salespeople use social media for prospecting, but it’s useful throughout all stages of the sales process.

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Topics: Marketing Strategy, Social Media, Sales

Driving Change Plans in Family-Owned Businesses

At Launch Team, we are often brought in at a point of change in second stage technology companies; these companies have grown to a certain size and created a brand in some markets but are ready for the next stage of growth. This change is often triggered by new leadership, and in many cases, the next generation of leadership. They bring their own ideas to the business, such as new product launch, new marketing strategy, and interest in entering new markets.

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Topics: Business Insights, Change and Innovation

Marketing Tip of the Week: Include Customer Experience in Your Marketing Message [Video]

MTOTW #49: The experience a customer has with your brand can affect whether or not they’ll buy from you again, or recommend you to someone else. A recent study found that only 14% of large B2B organizations consider customer experience to be ingrained in their business.

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Topics: Marketing Strategy, Client Relations