"If there was a Venn diagram for product marketing excellence, Cromulent is in the sweet spot. Quick to understand your market challenges and audiences, bringing business and technical acumen, and with a breadth and depth of product marketing experience, they understand the pain points of scaling tech companies and how to address them, delivering projects on time and on budget. Having the ability to tap into top talent like Cromulent is a tremendous asset."

Richard McClurg—Vice President of Marketing

About Dejero:

Driven by a vision of reliable connectivity anywhere, Dejero provides reliable first- and last-mile connectivity through smart blending of multiple network connections to deliver the fast and dependable connectivity required for cloud computing, online collaboration, and the secure exchange of video and data.

With their global partners, Dejero supplies the equipment, software, connectivity services, virtual network, cloud services, and support to provide the uptime and bandwidth critical to making today’s organizations successful.

www.dejero.com

Project Origin:

Using Technical Marketing to Showcase Differentiated Value

Dejero provides a solution that lets customers make the most—in terms of utility, cost-effectiveness, and efficiency—of multiple network connections. While Dejero’s roots are in the broadcast market, this technology—called Dejero Smart Blending Technology—is applicable in a range of markets, including Software-Defined Wide Area Networking (SD-WAN).

SD-WAN simplifies the management and operation of a WAN by decoupling the networking hardware from its control mechanism. In doing so, it allows organizations to build higher-performance WANs using lower-cost and commercially available Internet access, rather than depending upon comparatively expensive MPLS.

Smart Blending provides substantial advantages over the connection aggregation techniques used by most SD-WAN solutions, but for prospects to value these advantages, they first need to understand the limitations (and real-world consequences) of existing approaches.

Thus, Dejero faced a classic technology marketing challenge: the need both to educate prospects about common (but not well-understood) market problems and to explain how their own solution overcomes (or, in this case, entirely avoids) these problems—each of which demands fairly rigourous, but accessible, technical content.

As soon as the documents were completed, they were being sent to prospects—feedback was extremely positive and indicated that the papers were achieving their respective objectives.

Project Execution:

Dejero’s technical experts had already drafted some written content and whiteboard-sketched a number of diagrams, but they needed this material turned into polished marketing resources suitable for prospects and customers.

Borrowing from our founder’s experience successfully marketing similarly technical solutions, we recommended that Dejero split the material across two documents:

  • An analytical whitepaper that examines different approaches to connection aggregation and, in doing so, educates readers about the real-world shortcomings of most SD-WAN solutions
  • A technical showcase that explains how Dejero’s Smart Blending Technology works and the value it brings to SD-WAN deployments

To create these pieces, we first needed to separate the draft content into two collections:

  • Material pertaining to SD-WAN connection aggregation, in general
  • Material explaining Dejero’s Smart Blending Technology

Next, we needed to construct the whitepaper in a manner that best examined the subject of SD-WAN connection aggregation technology—while taking care to keep the explanations themselves objective, accessible, and relatively straightforward.

We applied a similar approach for the technical showcase, although in this case we were explaining how Dejero’s solution addresses the problems examined in the whitepaper.

For both pieces, we created clear diagrams based on the whiteboard concepts and in accordance with Dejero’s styling guidelines. For this project, we also crafted a new document template that Dejero can leverage for any other long-form technical content.

In fact, the template was put to immediate use as we also produced a market-agnostic version of the technical showcase, which Dejero could send to prospects in any of their target markets.

As soon as the documents were completed, they were being sent to prospects—feedback was extremely positive and indicated that the papers were achieving their objectives: prospects were reading the papers in their entirety and were coming away with both a newfound understanding of a complex subject and an appreciation for Dejero’s Smart Blending solution.