Marketing Your Innovations Best Practices for Tech Transfer Professionals September 5, 2007 Imelda Oropeza Copyright Licensing & Marketing Specialist Stanford University, Office of Technology Licensing © The Board of Trustees of the Leland Stanford Junior University

Imelda Oropeza Office of Technology Licensing Stanford University Outline  Effective Internal Marketing Strategies  Cold Calling Tips & Strategies  Contact Management  CRM-Customer Relationship Management  Resources

Effective Internal Marketing Strategies Reaching out to faculty and researchers

Imelda Oropeza Office 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 Oropeza Office 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 Tactics Building your network

Imelda Oropeza Office 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 Oropeza Office 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 Oropeza Office 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

Imelda Oropeza Office 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

Contact Management Strategies Scheduling & tracking customer contact

Imelda Oropeza Office 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 Oropeza Office 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 Oropeza Office 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 Oropeza Office 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 Oropeza Office 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 Inc. Magazine  CRM/Contact Management Sugar CRM- Etelos CRM for Google Apps