October’s in the books, and now all those “I loooove faaaaall!” people can fess up and admit that all they really love is the last week of September, the first few weeks of October, and the (very) occasional non-cold and non-rainy day in November. But I digress, let’s see what’s been going on in the KW tech marketing scene, shall we? Need […]
In the August edition of the Crommunity Round-Up, we wrote that Dejero had completed their technology marketing tripod—meaning that they now have technical marketing resources covering three foundational technologies (these three are part of a larger technical marketing library). We thought it might be helpful for marketers at start-ups and scale-ups to learn from Dejero’s experience, so we remotely caught up with […]
Well, September’s ending (someone wake up Green Day) and, for many B2B companies, September marks the beginning of the end-of-year sprint. As prospects and customers enter their planning cycles, vendors and solution providers engage in roadmap presentations and pitches to get on next year’s budget. Meanwhile, internal planning cycles are also underway, which usually means the age-old battle between “Next year we […]
Has this ever happened to you? You want to learn about a particular product, so you go to the appropriate website and dutifully navigate to the product page (or, more likely, so you Googled the product name and went straight to the page). The page loads. And then you get some high-level fluff that doesn’t give you any of the information you […]
Cromulent Marketing recently turned two (on September 1st, for those of you scoring at home). Our second year was terrific—filled with fun projects, a slightly expanded scope of capabilities, and making new friends. I got to thinking how to mark the occasion, but I was really struggling to come up with something that didn’t feel cheesy or self-serving. Then I remembered: the […]
Let’s check in on what Kitchener-Waterloo’s tech companies got up to in August, shall we? Need to catch up? Here are quick links to the June 2020 Round-Up and July 2020 Round-Up. ——— Dejero Completes their Technology Marketing Tripod Dejero introduced a new technical marketing resource, Why a resilient wireless system is critical to delivering reliable connectivity in portable devices, which examines […]
Who says the summer months have to be quiet from a marketing standpoint—July 2020 was replete with examples of thought leadership from Kitchener-Waterloo tech companies who want to educate the market and stand out from the pack. In case you missed it or want to know the extremely subjective inclusion ‘criteria’, click here to check out the the June 2020 Round-Up. ——— […]
Many pixels have been lit up on this blog examining how B2B companies can overcome knowledge gaps when selling highly technical or very specific solutions—well, add to the list this post about creating educational content. ISARA is a Waterloo-based company that tends to fly under the radar on the local tech scene, likely because the problems they solve don’t arise in everyday […]
Hi there! Welcome to the first of what I intend to be a monthly rundown of notable marketing activities plucked from Kitchener-Waterloo’s tech community. How does an activity get included? It’s pretty simple: I become aware of it (spot it on LinkedIn, someone tells me about it, etc.) I decide whether or not to include it We’re going for “just enough process” […]
I recently wrote about how many tech companies struggle to turn awareness into demand because of an unclear value proposition. A very useful approach to solving this problem is to create a library of use cases, with each use case showing—very clearly and in language your prospects recognize and relate to—how whatever it is that you sell solves a business problem. And […]