Velocity, the leading B2B marketing agency for technology companies, today announced the availability of a new white hot white paper entitled" Riding the Hype Cycle: The role of marketing in each stage of Gartner’s Hype Cycle."

If you're standing pregnant and bloated at the "Peak of Inflated Expectations" and wondering how to deliver on some of your recent visionary slideware; or if you're wallowing in the "Trough of Disillusionment" as your development team creaks at the seams to ship your beta code, then we recommend you try it out.

It's a cracking read - a marketer's companion to Gartner's 'Hype Cycle' to tough it out, how to tame it and how to ride it to your advantage.

Download it now:

Those clever people at Gartner have been pondering the impact of market buzz and how it effects a technology's chances of success. Their 'Hype Cycle' traces the life of a technology through five phases of market maturity: from fanfare breakthroughs to mass market love and adoption. Each one presents its own threats and opportunities - things that can either mothball or propel your sales efforts in a profound way.

Here at Velocity, we've worked with many firms who have ridden this roller coaster successfully - using a variety of solid marketing techniques to turn the Hype Cycle to their advantage.

Our new Best Practice B2B Marketing Paper uses this experience to analyse each phase within the Cycle. Using real examples, we describe what the Hype means, how each Hype Cycle phase occurs and how you can configure your marketing efforts to best exploit it or 'ride' it out.

Give it a read. If you're peaking or troughing right now, it'll provide a bunch of great new ideas to make you sleep easier at night.

Download it now:

About Velocity (

Velocity is the consulting-led B2B marketing agency for the Interweb era, specialising in technology. Projects range from strategic consulting to marketing acceleration programs to digital engagement campaigns that include through-the-line content, creative, websites, search engine optimisation, pay-per-click advertising and web analytics. Clients include dotMobi, Gartner, ShipServ, Clearswift, ip.access.

Published on: 12:00AM on 11th August 2008