About Us

About Us

From idea to implementation, the Technology Marketing Management team has many years business development experience in high-tech and industrial markets. We specialise in bringing to market “best of class” products and technologies drawing upon extensive experience and innovative thinking.

EXPERIENCE  & EXPERTISE

Technology Marketing Management was launched in response to customer demand for a new type of strategic marketing business that could take on and manage unusual challenges in a cost-effective and profitable manner.

FLEXIBLE APPROACH

A particular strength is our ability to launch new technologies, developing sales teams, working with and where necessary creating trade associations, events, websites and publications to unite the key players in joint marketing campaigns.

INNOVATIVE MARKETING

Our experience covers many years in B2B marketing across a wide range of industry sectors. We have been wholly or jointly responsible for many innovative projects .

SUCCESSFUL STARTUPS

We have been involved in many start-ups from opening new product divisions through to launch of specialised industrial and electronics industry distribution companies. A typical example was the launch in 1985 of Dean Microsystems Ltd, now part of ACAL Technology.

In Detail … 

EXPERIENCE AND EXPERTISE

Technology Marketing Management was launched in response to customer demand for a new type of strategic marketing business that could take on and manage unusual challenges in a cost-effective and profitable manner.

Based on many years experience in product management, business development and technology marketing, the company draws on the skills of an extensive network of “best of breed” associates and contractors covering the entire spectrum of marketing and advertising implementation.

Our strength lies in our ability to fully understand a product and its application in order to develop a powerful marketing strategy that will help determine the level and type of marketing resources needed for rapid, cost-effective market penetration.

FLEXIBLE APPROACH

A particular strength is our ability to launch new technologies, working with and where necessary creating trade associations, events, websites and publications to unite the key players in joint marketing campaigns.

Over the years we have been in at the start of many such launches including RN Quick-Connect (rapid electronic prototyping), Press-fit (solderless backplane assembly), VMEbus (IEEE 1014) and STEbus (IEEE1000) standards for microsystem design and PROFIBUS (network technology for manufacturing, process and building automation).

Another, very different example of our current work is that of The PROFIBUS Conference where we handled all aspects from the concept, management and organisation through to accounting and publicity. The next in the series will be held at The Stratford Manor, Stratford-upon-Avon, celebrating 20 years since the launch of PROFIBUS in the UK.

 

 

MANAGEMENT 

Managing Director: Bob Squirrell, FCMI

Bob has over 30 years business development experience in B2B markets. He has been at the heart of many start-up businesses including specialised industrial and electronics industry distribution companies. He’s helped launch many new technologies including PROFIBUS, an advanced communications technology for manufacturing and process plant where as long-term Chairman of The PROFIBUS Group he has been instrumental in the success of the technology in the UK, where it is now the well-established leader in its field.

Technology Launches

A partial list of technology launches in which he has played a major role include VMEbus and STEbus for standardised modular computer design, Press-Fit for high volume and ultra-reliable backplane and motherboard manufacture, Quick Connect for prototype wiring, anti-static materials and equipment, PROFIBUS and PROFINET for factory and process industry communications.

Always interested in new technology and new marketing challenges, Bob is actively involved in promoting products that he believes in, products that have the potential to contribute to the urgent need to protect the planet and its population.

Specialities

Business Strategy and Planning; Distribution management; Product launches; technology launches; marketing communications; business and association formation and management; internet marketing

More about Bob can be found on LinkedIn

 

Company Secretary & Finance Director: Ann Squirrell

Ann is the mainstay and support of the company, bringing many years experience in accounts and administration as well as a thorough grounding in event management where as an Event Manager with Watermark Event Management she worked on projects as varied as the English & Wales Cricket Board Roadshow and the Virgin Airways staff party.

Ann is able to turn her hand to almost any complex administrative task, analyzing and executing in fine detail against deadlines and within tight budgets. She always, somehow, balances the books. To we marketing people, how she manages to do that while running a home and staying sane is a complete mystery. And a huge asset to the business.

Check out Ann on LinkedIn

 

IT Director: Boudewijn van Beurden

Boudewijn is our Creative Director and brings to our capabilities additional experience and expertise in every aspect of marketing communications, from initial marketing strategy through content creation, from product leaflets to catalogue production, from promotional photography to a new corporate image and logo, from website design to artwork for a new advertising campaign. He has been commissioned to designing websites since the early 1990s and have learned every trick in the book to keep client sites SEF – Search Engine Friendly – and attractive to humans too.

Thoroughly versed in on-line promotional techniques for business and consumer marketing on Google+ and LinkedIn, Facebook, Twitter and some of the lesser known specialist on-line media, Boudewijn creates and promotes top-class web and social media pages on behalf of our clients, driving prospects to landing pages ready to be nurtured into sales.

In addition to his creative skills, Boudewijn is an excellent communicator in his native Dutch language which along with German gives the company excellent inroads into markets where English is not the first language of choice.

CASE STUDIES

Case Study: TECHNOLOGY LAUNCH

The UK subsidiary of a German electronics company wanted to launch a new range of products based on a technology that was unknown in the UK. Our solution was to launch a “User Group”, bringing together all of the manufacturers in a joint marketing campaign.

This gained the attention and support of the technical media and major exhibition organisers with whose help we were able to mount a sustained high profile marketing campaign that not only launched the technology but created strong demand for our client’s products – at very low cost to the client.

PROFIBUS UK – PI UK  was launched in May of 1993 at the Control & Instrumentation show, signing up an initial 7 member companies including Siemens, Danfoss and Omron. Technology Marketing’s director Bob Squirrell was elected Chairman. Under Bob’s Chairmanship PROFIBUS quickly became the market leader in the UK despite considerable competition from established, older technologies and rival fieldbus protocols.

Now part of a worldwide organisation operating in over 30 countries, The PROFIBUS Group UK numbers some 70 corporate members including Siemens, United Utilities and British Aerospace.

Today, Bob is still the elected Chairman, using the power of the Internet to provide The PROFIBUS Group a complete management and marketing service from his base in Paphos, Cyprus .

Bob was also behind the launch of The PROFIBUS International Conference 2004 at Ragley Hall, Warwickshire and handled all aspects from the concept, management and organisation through to accounting and publicity. he PROFIBUS Group recently celebrated 20 years since its formation, with a special Conference at Stratford Manor.

Case Study: BUSINESS DEVELOPMENT

While Group Marketing Manager of The Dage Group Plc, Technology Marketing’s founder Bob Squirrell was responsible for building the connector and anti-statics products division from £350,000 to over £3million in just 4 years, originating and implementing the business plan for Dage Backplanes.

Under Bob’s management, the Backplane Division flourished to the point where it had its own market-leading brand of high performance press-fit backplane and RN Quick-Connect prototyping board products used in super-computer, telecoms, manufacturing and military applications.

The prototyping boards were even selected to help out in a top secret passive radar application that helped in the Falklands campaign. Dage Backplanes was a major part of Dage Plc which was the subject of a £20million+ acquisition funded by a consortium led by the Royal Bank of Scotland. Dage is now part of Nordson Corporation.

 

Case Study: PROMOTING TRAINING IN NEW TECHNOLOGIES

The Automation Systems Centre (Ascent) within the Faculty of Science and Engineering at Manchester Metropolitan University operates a number of short courses on subjects such as industrial networking and factory automation.

Technology Marketing provides a complete marketing and administration service for these courses, looking after all of the promotional activities; booking the delegates onto the courses and handling invoicing and collection of fees.

With its specialist knowledge of the industrial market and expertise in targeted communications using PR, Websites, SEO, Social Media and email the company operates a highly cost-effective campaign that consistently fills the courses with candidates from the UK and overseas.

 

Case Study: EVENT MANAGEMENT

Technology Marketing Management is the power behind The PROFIBUS International Conference that launched in June 2004 at Ragley Hall, Warwickshire, dealing with all aspects from the concept, venue selection, social activities, management and organisation through to accounting and publicity.

In a Press Review from PROCESSINGTALK, Issue 35: 29 June 2004, Nick Denbow, Editor, wrote:

“The conference provided training and application reports on the latest developments in Profibus, and the other variants of the technology. Over 100 delegates attended, coming from over 20 countries, which included such extremes as China and Trinidad.

Exhibitors reported keen interest and good business opportunities from their stand visitors.

These “training + conference” events, effectively sponsored by suppliers and therefore able to charge a reasonable delegate fee, are certainly a successful format, appreciated for networking, benchmarking and training. They have filled a gap in the market, left by the lack of interest in, and disappearance of the major “shop window” type Exhibitions, and not filled by University or Institute sponsored lecture events.”

In 2007 the Conference moved to The Stratford Manor Hotel, Stratford-upon-Avon. The PROFIBUS Group has recently celebrated 20 years since its formation, with a special Conference at Stratford Manor.

 

INNOVATIVE MARKETING

Our experience covers many years in B2B marketing across a wide range of industries. We have been wholly or jointly responsible for many innovative projects including:

* development and implementation of winning marketing communications strategies for clients such as PROFIBUS International ,  VITA in Europe,  Dage Eurosem (now part of Nordson Dage) and Cognex UK

* the launch of specialist publications and associated web sites such as The HART Book to promote HART Protocol and The Industrial Ethernet Book to help promote PROFINET technology on behalf of PROFIBUS International (PI).

* the launch of The PROFIBUS Group – the UK branch of Profibus International with 70+ member companies including Siemens, United Utilities and British Aerospace.

 

SUCCESSFUL STARTUPS

We have been involved in many start-ups from opening new product divisions through to launch of specialised industrial and electronics industry distribution companies. Probably the most notable was the launch in 1985 of Dean Microsystems Ltd for which founder Bob Squirrell:

  • Originated the business plan to establish the company as the leading UK “one number source” distributor for microsystems
  • Sourced funding, premises and staff
  • Developed the business to £1.3 million turnover by year 3

Dean Microsystems is now the Boards & Systems division of ACAL Technology, a major pan-European electronics components and systems distributor.

 

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