Tech product PR more important than ever for filling the leads pipeline

By Steve Reside

I just return from an inspiring Zone5ive tech marketing seminar put on by the Ottawa Center for Research and Innovation (OCRI). Mark Emond (Senior Manager, Global Marketing Programs & Advertising at Cognos) nailed it when he said the need for PR and reputation building is greater today than it has ever been for technology products. Third-party validation (what they say vs. what you say about your product) is a critical enabler in the buying cycle and should form the foundation of your leadgen program.

Nuff said. Thanks Mark.

When you get a chance, have a look for the presentation slides on the Zone5ive Web site — they should be on-line soon.

(Steve Reside is Vice President and Creative Director of market2world communications inc., Canada's tech PR and product launch agency.)