1. Marketing Your Innovations Best Practices for Tech Transfer Professionals September 5, 2007 Imelda Oropeza Copyright Licensing & Marketing Specialist Stanford University, Office of Technology Licensing 650-723-0651 © The Board of Trustees of the Leland Stanford Junior University

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

3. Effective Internal Marketing Strategies Reaching out to faculty and researchers

4. 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

5. 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

6. Cold Call Telephone Tactics Building your network

7. 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

8. 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

9. 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 e-mail

10. 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

11. Contact Management Strategies Scheduling & tracking customer contact

12. 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

13. 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

14. Customer Relationship Management (CRM) Leveraging systems to share information & increase productivity

15. 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

16. 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

17. 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. 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