"Cromulent is a Unicorn—plain and simple. We initially engaged them for some use case-themed feature sheets for our Healthcare vertical campaign, which required understanding our features and how they were relevant to the vertical. Cromulent researched the market-space and our feature-set, and leveraged vertical-specific jargon for added impact. If you’re in the B2B space and looking for effective product marketing, Cromulent is as good as it gets."

Joseph Herdé—Chief Commercial Officer

About Telax:

Telax offers the leading Cloud Contact Software as a Service solution (CCaaS) combining the most robust suite of features, with carrier-grade reliability, and world class deployment and support services. Telax also enables Communications Service Providers to enter the lucrative Contact Center market, with innovative Turnkey Sales & Marketing solutions that allow them to start selling, now.


Project: Healthcare Campaign Content

To fuel sales growth in an efficient manner, Telax is executing a disciplined strategy of targeting particular verticals one-by-one.

First on the list: Healthcare.

There was only one small complication: all the content needed to be created from scratch. Telax’ Chief Commercial Officer, Joseph Herdé, had worked with our founder in the past, so he knew we were up to the challenge.

Unlike the dry, feature-focused datasheets common in their industry, Telax wanted theirs to be different—to orient instead around real problems facing Healthcare providers.

Through conversations and research, we quickly learned about the specific challenges Healthcare providers faced and the operational realities and complexities that characterized their space; we also developed an understanding of the Telax Contact Center solution, so we could accurately represent its capabilities and map them to particular Healthcare problems.

Using this information, we drafted six infosheets—one each focusing on a major goal of Healthcare providers.

Only a few days after we first spoke, Telax had the infosheets they needed to launch their Healthcare campaign.

You can learn a bit more about this project in Helping Telax effectively reach the Healthcare vertical

Only a few days after we first spoke, Telax had the infosheets they needed to launch their Healthcare campaign.

Project: Customer Success Story

A couple of weeks after we’d helped Telax by producing content for their healthcare campaign, they reached out again. This time, they wanted to fill a small content gap relating to the transportation market—in particular, they asked us to produce a short success story about their engagement with the transportation and logistics company GlobalTranz.

In the request, Telax included a few high-level bits of information about the reasons why GlobalTranz selected Telax’ cloud Contact Center, accompanied by a list of the components GlobalTranz purchased. We augmented this material by doing a bit of research about GlobalTranz, including their own operating goals and objectives.

The day after receiving the request we sent the completed material over to Telax, and their small content gap was filled!

The day after receiving the request we sent the completed material over to Telax, and their small content gap was filled!

Project Execution:

Shortly after delivering the GlobalTranz success story, Joseph reached out again.

He had a problem: Telax’ Contact Center had great integration with Salesforce, but that integration wasn’t really written down in any customer-facing marketing material; as a result, the sales team were running into challenges answering customer requests.

Joseph wanted us to write a feature sheet about the Salesforce integration—that way, the sales team could simply hand over the collateral and customer questions would be answered immediately, correctly, and consistently.

He was also clear that he wanted the sheet to be more interesting than most of the material he encountered in the industry: to really relate to customer problems, to explain why features are valuable instead of just listing them out, and to tell a bit of a story.

To plan out the feature sheet, we first watched a detailed, hour-long demonstration of the Salesforce integration. This video gave us a general understanding of how the integration works for contact center agents and called our attention to particular features; plus, it let us capture screenshots.

Next, we spoke directly with one of Telax’ experts; he filled us in on specific customer challenges, what they look for, and how Telax’ Salesforce integration differs from that of competitors. This conversation was invaluable in helping us understand why the integration really matters.

Armed with this information, we quickly drafted the feature sheet and sent it over—once again, an urgent and important content need was addressed quickly and completely!