BackBone Enlists Eytan Hartung to Head New Technical Marketing Division

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Technion-trained engineer, Hartung brings over 20 years of experience in helping emerging technology companies enter and navigate U.S. market.

I look forward to helping technology companies develop, refine, and tailor their products for the U.S. market, and find the 'sweet spot' where features, usability, performance, and cost are properly aligned, paving the way for a successful product launch

BackBone Inc., a marketing communications, public relations, and business development firm specializing in Information Technology (IT), today announces that it has enlisted Eytan Hartung to lead its new technical marketing practice. Hartung is a Technion-trained electrical engineer whose expertise encompasses product development (he holds eight patents), design reviews, platform development, competitive benchmarking, vendor selection, and technical road mapping. Under Hartung's leadership, BackBone will provide emerging technology companies with a roadmap for successful entry into the U.S. market.

Hartung has held senior positions with large companies such as Motorola to a U.S.-based semi-conductor start-up, giving him a unique perspective on the challenges emerging tech companies face, and how such companies can gain access to hard-to-penetrate larger companies to explore potential marketing, distribution, and OEM partnerships. Under Eytan's leadership, BackBone's Technical Marketing Service will enable companies to properly position, effectively present, and efficiently deliver their products. Services include the following:

  • Positioning and Competitive Analysis: helps companies define their competition, indicating strengths, weaknesses, and differentiators. Identifies viable reseller, marketing, distribution and OEM partnerships; establishes core market segments (i.e., Fortune 1,000, SMB, etc.) and vertical industries to target (i.e., legal, healthcare, public sector agencies, etc.).
  • Marketing Plan: creates a roadmap from the findings in our competitive analysis. Core activities include establishing the value proposition and positioning language to forge key product, sales, and marketing partnerships. We crystallize core themes, establish clear market and technical differentiators, and tell a concise and compelling story. This also includes the development of a coordinated marketing plan integrating media initiatives (public relations efforts targeting specific publications and blogs), direct marketing (e-mail distribution via select channels), and a series of inter-related marketing activities, i.e., a webinar series.
  • Marketing Plan Execution: this makes the marketing plan "actionable" whereby BackBone executes all or select activities set forth in the plan. This can include everything from the development of Sales Kits, a main PowerPoint presentation, or webinar script to a proposal template that makes your best, most compelling case, while streamlining the otherwise cumbersome, time-consuming RFI/RFP process.

"Few people have the depth and breadth of experience that Eytan brings in helping guide emerging tech companies in the U.S. marketplace, given his engineering background and understanding of the U.S. marketplace and its technology culture," said Charles Epstein, BackBone's President. "Eytan will bring much needed clarity and insight to companies looking to navigate and sell into this market. To the outsider or uninitiated, there are as many pitfalls as there are opportunities. With Eytan's leadership, companies will be able to avoid these pitfalls and fast-track their way to profitability."

"I look forward to helping technology companies develop, refine, and tailor their products for the U.S. market, and find the 'sweet spot' where features, usability, performance, and cost are properly aligned, paving the way for a successful product launch," said Hartung. "With the support of BackBone's extensive tech-focused marketing and public relations expertise, vendors will get the targeted media exposure they need to quickly and effectively establish themselves in all key U.S. markets."    

For a free consultation, send e-mail to info (at) backboneinc (dot) com and put Eytan in the subject line. Visit for more information on BackBone.

About BackBone, Inc.

Since the company's founding in 1995, BackBone has helped some of the industry's most innovative and dynamic software and IT vendors to successfully position, pitch, and sell their solutions and services. BackBone provides "next-generation" public relations (combining traditional PR with social media initiatives), marketing communications, and business development--all geared to assisting emerging technology companies raise their profile, gain market-share, and fast-track profitability.

Michele Rubin
Senior Account Manager
BackBone, Inc.
micheler (at) backboneinc (dot) com


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