In university and government labs worldwide, tens of thousands of innovations are developed by the brightest researchers on the planet in every field — medicine, biotech, energy, agriculture, aerospace, computers, communications, optics, robotics … the list goes on and on. And in every one of these industries, powerful companies looking to expand and get the latest edge over the competition are eagerly seeking out new innovations for their products. Yet only about 1% of inventions disclosed to tech transfer offices ever make it to the marketplace!
So, what’s missing? The answer may not lie in any single factor, but there is one glaring missing link in the lab-to-market equation: EFFECTIVE MARKETING.
From the publishers of Technology Transfer Tactics
Intellectual Property Marketing Advisor
The first and only how-to guide that helps you use expert marketing strategies to bring more of your valuable IP to the marketplace
Every issue of Intellectual Property Marketing Advisor helps you apply detailed, proven marketing tactics and high-level sales techniques to your IP portfolio — so you can bring in more licenses and more revenues. Plus, you’ll get high-impact internal strategies approaches that will garner more recognition for your efforts, greater involvement and cooperation from researchers, higher awareness among key stakeholders, and a stronger flow of invention disclosures.
Each article is carefully targeted to deliver practical, how-to guidance and usable ideas, so you can immediately adapt these high-impact tactics for maximum benefit:
- Find and attract more licensees for your IP
- Bring more royalty dollars into your institution
- Prioritize high-potential research based on market analysis
- Use advanced market research strategies to plot your path to market
- Promote your commercialization efforts to internal and external stakeholders
- Build your “brand” as a research commercialization center
Build a marketing and sales culture to match your research excellence — and watch your licensing revenues soar!
Reading each issue of Intellectual Property Marketing Advisor is like having an in-depth monthly session with an expert IP marketing consultant, but at a tiny fraction of the cost. We dig out proven techniques, how-to case studies, practical tips, and best practices used by top marketers — and give you the details so you can adapt and use them immediately in your own organization’s marketing efforts.
Get expert marketing tips and tactics in every issue
- targeting and prospecting
- e-mail marketing
- web strategies
- direct mail
- cold calling
- trade shows
- lead generation
- marketing to VCs/angels
- accessing in-house resources
- search engine optimization
- — using IP exchanges
- public relations strategies
- building prospect databases
- tracking and analysis
- working with researchers
- making the pitch
- finding and managing marketing staff
- boosting marketing ROI
- outsourcing strategies
- international marketing
Use advanced market research and analysis techniques to plot your path to market
- tools and data sources
- identifying market “white space”
- pinpointing competitive advantage
- projecting costs
- identifying value proposition
- targeting key adopters, licensees
- getting and using market feedback
- worksheets and templates
- identifying IP bundles
- using outside resources
- projecting market size/penetration
- estimating time to market
- triaging IP in your portfolio
- making the patent decision
- patent mapping
- focus group and surveys
Implement proven-effective internal marketing strategies
- build awareness among researchers
- bring in more invention disclosures
- build community and local industry ties
- gain administrative support
- build an entrepreneurial culture
- promoting to funding sources
- educate inventors on key IP issues
- raise interest with events, competitions
- justify budget increases
- satisfy donors and grant orgs
- demonstrate economic impact
- enhance your institution’s reputation
- increase visibility among potential licensees
- garner VC/investor interest
- use powerful PR tactics
- gain inventor goodwill with recognition programs
Take a sneak peak at some of the articles you’ll see in upcoming issues
- Turn your sponsored research office into a marketing partner. Building a close relationship and good rapport with your sponsored research office — and coordinating your efforts — can bring big benefits in the form of lucrative licensing agreements. See how three universities are formalizing ties between the two units and signing more deals as a result.
- Mapping your way to the marketplace. To attract licensees, the science behind your IP must be translated into their commercial language. Using a Category Map, a practical tool developed by a leading technology commercialization guru, will help you do just that. This real-world, step-by-step worksheet will guide you in defining your idea in the context of the marketplace, and help identify its place among competing alternatives.
- Stay “top-of-mind” and touch stakeholders every day. “Personal” web pages for deans and department heads can keep your tech transfer accomplishments front-and-center, and enhance communication with administrators who hold the pursestrings to your budget.
- Click-through licensing agreements. Both Oregon Health & Sciences University and the University of Washington have dramatically increased license agreements while slashing staff time and effort by creating “click-through license agreements” on the web for mundane IP like basic cell lines, mouse models, biomarkers, software, and other tech transfer “commodities.”
- Drafting researchers onto the marketing team. Inventors may be your most valuable market research resource, but getting their help isn’t an easy proposition. Discover how two IP marketing teams brought their researchers into the fold, and how they unleashed an incredibly rich pool of market knowledge, contacts, and insight into potential competitors.
- Invention triage. A major government lab with a massive IP portfolio developed a detailed but easy-to-use triage system that provides a rational way of allocating marketing staff and dollars to the innovations with the most commercial promise. Here’s how to put the system to work in your organization without having to re-invent the wheel.
- Where’s the data? You won’t want to miss this compilation of the best market analysis data sources, and a veteran market researcher’s tips on how to use them most effectively.
- The follow-up package. If there was an award for follow-up marketing to potential licensees that have expressed interest in a technology, this TTO’s package would be a front-runner for the grand prize. Learn the five elements of a winning follow-up solicitation, and hear from corporate licensees what they appreciate in marketing packages — and what they don’t.
- Prove the true value of your tech transfer activities. Conducting — and promoting — a regional economic impact study can prove the real value of your commercialization efforts. Here’s how to get the critical data you need to gain support for your office.
- E-mail marketing drives surge in licensing deals. Discover how several IP marketers are using e-mail “blasts” as a critical part of their prospecting strategy for bringing in new licensees, including details on how they build their prospect e-mail files and 12 keys to ensuring your e-mail effort doesn’t go straight to your prospects’ trash folders. Plus, learn how to avoid spam filters, and get a primer on compliance with the CAN-SPAM act.
- Using the web for market research. Learn how one enterprising IP marketer worked with her university’s computer sciences department and a faculty inventor to conduct a web-based survey of industry contacts, providing invaluable feedback on a prototype and generating licensing leads in the process.
- Prepare your faculty and protect your IP. Educating researchers on the PTO’s impending change to a “first-inventor-to-file” system may prevent massive holes in patent protection
From the publisher of Technology Transfer Tactics
Intellectual Property Marketing Advisor is brought to you by the same company and editorial team that publishes the pioneering monthly newsletter Technology Transfer Tactics and its companion weekly e-zine Tech Transfer e-News, which is distributed to a worldwide audience of 200,000 IP professionals. You’ll get the same how-to case studies, useable strategies, and best practices that have garnered a worldwide reputation for excellence and uniquely practical information.